Labour's latest measure will allow HMRC to take money directly from your bank account.
- Reach
- >1M
- Since
- 30 Oct
Scoreboard
Who is running what today
| Party | Live Meta ads | Change | Meta spend, 7 days | Biggest reach | Google, last 7 days | Main theme |
|---|---|---|---|---|---|---|
| Reform UK | ~62 | first edition | £87,532 | >1M | None since Jul 2024 | Tax, bills, immigration, Burnham |
| Labour Party | ~13 | first edition | £5,378 | 30K–35K | YouTube run ended 31 Oct | Burnham's "new path", care, energy |
| Conservative and Unionist Party | ~5 | first edition | £15,270 | 90K–100K | None since Jul 2024 | Cut benefits to fund defence |
| Scottish National Party | ~4 | first edition | £631 | 900K–1M | None since Jun 2026 | Independence through energy wealth |
| Liberal Democrats | 0 | first edition | 15 local pages ≤£100 | — | None since May 2026 | — |
| Green Party of England and Wales | 0 | first edition | 3 local pages ≤£100 | — | None since Jul 2024 | — |
| Plaid Cymru | 0 | first edition | — | — | None since Jul 2024 | — |
Spend, last 7 days
Reform spent £87,532 on Meta ads this week, four times every other party combined
Exact spend from Meta's Ad Library Report, 28 October to 3 November, across each party's national page, leaders and local pages. All parties on one scale.
- Kemi Badenoch's own page spent £9,949, more than the national Conservative page (£5,321).
- Below the national pages, 52 Conservative, 31 Labour and 15 Lib Dem local pages each spent £100 or less a day.
Reform UK
Petitions on tax and identity, at scale
Live ads~62
Biggest reach>1M
Spend, 7 days£87,532
GoogleNone
Only Reform UK will take £250 off your energy bills and increase the tax-free personal allowance to £15,000.
- Reach
- >1M
- Spend
- £1.5K–£2K
- Since
- 23 Oct
Labour are only raising the personal allowance to £13,036 for pensioners, whilst scrapping the triple lock.
- Reach
- 800K–900K
- Since
- 28 Oct
Andy Burnham has admitted he wants to reopen the floodgates and restart freedom of movement.
- Reach
- 800K–900K
- Spend
- £1K–£1.5K
- Since
- 25 Oct
- Also live: scrap the BBC licence fee, ban face coverings in public, "stop the boats", back Rosebank, scrap tax on overtime, and Labour's "savings tax raid".
- The biggest single spends are the face-coverings petition (£2.5K–£3K) and Rosebank (£2K–£2.5K).
Method
Mostly about collecting contact details. Petitions on wedge issues gather data, sitting alongside a simple pocketbook offer on energy bills and the personal allowance. Running this many messages at once looks like testing at scale. The HMRC ad is a red propaganda-poster "all-seeing eye" with a yellow call to action. The targets are Labour as the government and Burnham personally, with the Conservatives folded into "the Uniparty".
Labour Party
A soft launch for Burnham's "new path"
Live ads~13
New13
Spend, 7 days£5,378
Biggest reach30K–35K
GoogleEnded 31 Oct
More of the same won't deliver the change Britain needs. Andy Burnham has set out a new path for our country.
- Reach
- 30K–35K
- Spend
- £100–£199
- Since
- 2 Nov
This Labour government will build a National Care Service.
- Format
- Video, 0:32
- Reach
- 5K–6K
- Since
- 2 Nov
Video campaign on Google and YouTube, now finished.
- Views
- 225K–250K
- Spend
- £1K–£1.5K
- Ran
- 17 Sep – 31 Oct
- Every Meta ad started on 2 November. The other lines are "Back Labour's plan to lower energy bills" and a generic "Back Labour's plan".
- On Google, about a dozen YouTube videos ran from 1 to 9 October, each with 100K–450K views. Nothing is live there now.
Method
A governing party presenting change from itself under a new face is unusual. The creative is a conference-stage photo of Burnham waving, in portrait Stories format. Spend is tiny so far and audiences are broad (over 1M), which looks like a soft launch to test creative before a bigger budget.
Conservative and Unionist Party
One dividing line: cut welfare to fund defence
Live ads~5
Biggest reach90K–100K
Spend, 7 days£15,270
GoogleNone
Sign the petition & Back Kemi's Plan – Cut benefits, fund Britain's defence.
- Reach
- 90K–100K
- Spend
- £700–£799
- Since
- 28 Oct
Sign the petition – Cut welfare, fund Britain's defence.
- Reach
- 60K–70K
- Spend
- £400–£499
- Since
- 28 Oct
Back Kemi's Plan – Scrap Inheritance Tax on your family home.
- Reach
- 25K–30K
- Spend
- £300–£399
- Audience
- 100–1K
Method
A single clear dividing line used as a sign-up hook, with Badenoch pictured arms folded in front of armoured vehicles. The inheritance-tax ad's tiny audience suggests a tightly targeted or custom list. Total spend is modest, and Reform is reaching far more people on overlapping right-of-centre themes.
Scottish National Party
Independence argued through energy bills
Live ads~4
Biggest reach900K–1M
Spend, 7 days£631
GoogleNone
Join the leaders of Scotland, Wales and the north of Ireland in backing Scotland's right to decide.
- Format
- Video
- Reach
- 900K–1M
- Since
- 28 Sep
Scotland is energy rich, yet we pay some of the highest energy bills in Europe.
- Reach
- 70K–80K
- Spend
- £100–£199
- Since
- 30 Oct
Method
The case for independence is made through the cost of living, not identity. The Norway wealth-fund and "buried 1974 report" lines are long-standing SNP arguments, refreshed for energy bills.
Targeting
Which seats each party is aiming at
From each advertiser's own audience settings in the Ad Library, with postcode sectors matched to 2024 seats.
Targeting data starts with the 6 November edition.
Leaders and spokespeople
Badenoch's own page outspent the Conservative party page after the Budget
Kemi Badenoch's page spent £9,949 between 28 October and 1 November, peaking at £3,322 on 1 November, more than the national Conservative page's £5,321 over the same week. Those ads had stopped by 2 November, so none were live when this edition was checked.
No live ads, and no spend above £100, on the personal pages of Robert Jenrick, Andy Burnham, Keir Starmer, Shabana Mahmood, Yvette Cooper, Nigel Farage, Rupert Lowe, Ed Davey, John Swinney, Anas Sarwar, Russell Findlay or Rhun ap Iorwerth.
What to watch
Three things to check tomorrow
- Whether Labour puts real budget behind the Burnham ads, and whether YouTube comes back on.
- Reform's attacks moving from the Conservatives to Burnham personally, on freedom of movement and the EU.
- The Conservatives and Reform competing for the same voters on welfare, tax and defence. Reform is currently reaching about ten times as many people.