UK politicians switch on different ad channels
While Australian media companies relish the advertising income an election campaign brings, the British media are not so lucky — political parties cannot buy advertising space on television or radio.
Instead, political parties are given a number of five-minute evening slots on the main public service broadcasters, such as the BBC, ITV and Channel 4.
M&M ’s political marketing expert Amanda Rainey said that fact, combined with voluntary voting and a first-past-the-post electoral system, meant the campaign material put out by the political parties leading up to yesterday’s election looked and felt different to the onslaught Australian voters experienced.
“Parties have to be more creative and relevant to get people’s attention,” Ms Rainey said.
“This should be a good thing for voters, that more parties are speaking to their issues and competing for their votes.”
Celebrity endorsements feature prominently in a way they never have in Australia. Labour has used The Office and Lord of the Rings actor Martin Freeman and comedienne Jo Brand. The Scottish National Party ran an ad voiced by former Doctor Who star David Tennant.
Ms Rainey said using celebrities did more than just attract voter attention.
“Politicians are increasingly bad at connecting emotionally with people, but actors are obviously much better at doing that,” she said
“But importantly, they haven’t chosen really polished and beautiful celebrities, they've chosen comedians who are a bit self-deprecating.
“When the nice guy from The Office explains Labour policies it helps create an emotional connection.”
Ms Rainey said the internet had changed campaigning.
“The parties are spending more money on a range of online videos, and using social media and email to distribute them among supporters attracting media coverage of some of the stand-out ones,” she said.
