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Cost Per Canadian for July 24th
đ¸ Federal Conservatives are outspending the NDP and Liberals 3:1
Frazer Black
July 24, 2024
Cost Per Canadian for July 24th
Presented by Point Blank
In this edition of Cost Per Canadian, we break down the top ten political advertisers (who spent $149,574 last week) and look at ads by the Conservative Party, Liberal Party and a new/returning third-party advertiser in British Columbia.
Frazer, Digital Director. Point Blank
Seven-Day Ad Spend
(13th July - 19th July)
Page | Spend |
|---|---|
Pierre Poilievre | $20,260 |
Quality Canadian Milk | $18,804 |
UNICEF Canada | $18,324 |
West Coast Proud | $17,914 |
Project for a Strong BC | $17,012 |
Center for US Voters Abroad Turnout Project | $12,624 |
Save the Children Canada | $11,660 |
Alberta Union of Provincial Employees | $11,097 |
Canadian Taxpayers Federation | $11,016 |
Itâs My Airport | $10,854 |
Seven-Day Ad Spend By Federal Party
(13th July - 19th July)
Party | Spend |
|---|---|
đľ Conservative Party of Canada Including spend by the leader. | $30,403 Up 11% |
đ New Democratic Party of Canada Including spend by the leader. | $9,158 Steady (Down 1%) |
đ´ Liberal Party of Canada Including spend by the leader. | $7,198 Up 105% |
đ˘ Green Party of Canada Including spend by the leader. | $0.00 No change |
Noted
One of the new ads launched by the Conservative Party of Canada.
Like clockwork, the Poilievre campaign launched a new suite of ads this week. Since January 1st, theyâve run upwards of 580 ads on their Party page and 1,200 ads on Poilievreâs page. That would put their average ad output at something approaching six per day (including variants for different sizes, formats and language variations).
A selection of new ads by the Conservative Party of Canada.
As the federal election draws closer, this is likely to be a solid tactic to avoid âcreative fatigueâ - where the audience sees an ad so frequently that they start to block it out - mainly because these ads donât rely on a recurring design style other than the inclusion of buttons at the bottom of the graphic. Contrast this with some recent ads from the Liberal Party of Canada:
Believe it or not, these were not cherry-picked. Take a look at their ad library here.
It will be interesting to see if the Conservative Party maintains this pace through the remainder of the year or if it pivots to more of a âmaintenanceâ mode and keeps things in reserve until the campaign heats up in winter/spring.
An ad from âWest Coast Proudâ running in British Columbia.
Another third-party advertiser has joined the campaign in British Columbia. West Coast Proud (formerly âWestCoast Strongâ and, before that, âBC Strongâ) launched a set of ads last week in support of the BC Conservatives and is matching the spend by their largest competitor, âProject for a Strong BC.â These new ads are channelling other âlow effort, high clickbaitâ strategies that weâve seen from some of the other provincial and federal parties across the country.
A selection of the ads from âWest Coast Proud.â
As an aside, I am calling on the government to declare a moratorium on using the word âstrongâ in the context of third-party advertiser names. Find a thesaurus.
The digital advertising landscape in 2024 is so precisely targeted that for many people, itâs impossible to know which ads your neighbours, friends and family are being influenced by. We track the biggest spenders and hig-profile campaigns every week on Meta, keeping you in the loop with what the rest of Canada is seeing.
