How parties are getting attention for this election

By the Editorial Team · Monday, October 5, 2026

New Zealand political parties are employing diverse digital advertising tactics in the general election campaign, with ACT Party leading in spending but New Zealand First focusing on high-volume, low-cost ads. These strategies target specific voter groups across demographics and regions, highlighting the parties’ tailored efforts to shape voter opinions ahead of election day.

As New Zealand’s general election campaign unfolds, political parties are investing heavily in digital advertising to capture voters’ attention across social media platforms. An analysis of advertising data from the campaign’s first week reveals varying strategies and spending patterns among the main parties.

ACT Party leads in total digital expenditure, spending $11,594 on 35 ads, significantly fewer in number but higher in average cost compared to other parties. Nearly $6,000 was allocated to a single Facebook and Instagram photo ad posing the question, “Should all New Zealanders have equal rights?” This advertisement generated between 400,000 and 500,000 impressions, predominantly reaching an older demographic, with only 8% of views coming from those under 44 years of age. ACT’s YouTube ads also showed contrasting tones: a $1,500 ad featured Green Party leader Chlöe Swarbrick accompanied by circus-like music, while another showcased ACT leader David Seymour with an upbeat soundtrack promoting the party’s stance on race and equal rights, reaching nearly one million viewers.

New Zealand First adopted a volume-based approach, releasing 218 ads within the first week but spending a total of only $8,900—averaging about $41 per ad. Most ads were photo formats featuring leader Winston Peters alongside the New Zealand flag, focusing on policy matters like citizenship requirements for voting. These ads tended to reach a male audience and were displayed substantially in Auckland, with one particular ad affirming the party’s position on voting rights.

National Party allocated around $7,000 for 121 advertisements, targeting mostly men and focusing heavily on Auckland. Their messaging included a recurring theme opposing tax increases, exemplified by an ad comparing National’s tax policies favorably against those of the Labour-led coalition. Notably, this campaign targeted younger voters, often under 35, with very limited exposure to those over 55. However, the ad performance was weak, as measured by low impression counts.

Despite receiving far fewer declared donations than National, the Green Party outspent it in digital ads, committing about $8,000 to 64 advertisements split evenly between Google and Meta platforms. Unique among the parties, Green ads included sponsorships directing users to their website homepage and some were tailored exclusively for female viewers.

Labour’s digital campaign began later than its rivals, initiating ads roughly a week after the official campaign start. At the time of analysis, limited data were available for their spending, but the party reportedly operated 96 Meta ads with Google ad campaigns scheduled to commence shortly. Labour’s digital presence was also focused on Auckland, with targeted messaging such as three free general practitioner visits for seniors and student loan relief aimed at younger voters.

Data for Te Pāti Māori’s digital advertising was not available at the time of this analysis.

Overall, parties are employing distinct digital advertising strategies—ranging from high-spend, low-volume campaigns to high-volume, low-cost ad placements—aiming to influence specific demographics as voting day approaches.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.