GraphicIt's a two horse race in Wales. Division with Reform or new leadership with Plaid Cymru. Dim ond Plaid Cymru all stopio Reform yng Nghymru. PLAID.CYMRU Vote Plaid Cymru PLAID.CYMRU PLAID.CYMRU
- Ran
- 5 Jan 2026 - 1 Feb 2026
Scoreboard
Who ran what this week
| Party | Ads running this week | Top ad reach (lifetime) | Top ad spend (lifetime) | Video share, top ads | Main theme |
|---|---|---|---|---|---|
| Plaid Cymru | ~74 | — | — | 50% video | "May's Senedd election is a choice between Plaid Cymru or Reform" |
| Labour Party | ~25 | — | — | 40% video | Energy bills, rail fares and the record |
| Reform UK | ~9 | 45K-50K | £200-£299 | 0% video | "Your local council is broken" |
| Scottish National Party | ~2 | >1M | £3K-£3.5K | 50% video | Energy bills and GP access |
| Conservative and Unionist Party | 0 | — | — | — | — |
| Liberal Democrats | 0 | — | — | — | — |
| Green Party of England and Wales | 0 | — | — | — | — |
Plaid Cymru
"May's Senedd election is a choice between Plaid Cymru or Reform"
Ads this week~74
Top reach—
Top spend—
Video or graphic, top 10 ads5 video · 5 graphic
Graphic
VideoJanuary is when families reset the budget. So what is childcare really costing parents in Wales? 🏴 20 hours a week of free childcare: This is what a Plaid Cymru government will make a reality for parents of chil…
- Ran
- 5 Jan 2026 - 1 Feb 2026
VideoMae Cymru yn haeddu gwell. Mae gan Blaid Cymru gynllun i fynd i'r afael â'r problemau yn ein gwasanaeth iechyd. Mae'r dewis yn amlwg ar y 7fed o Fai. Pleidleisiwch dros Blaid Cymru Plaid Cymru has real plans - develop…
- Ran
- 17 Dec 2025 - 1 Apr 2026
- Reach
- 80K-90K
- Spend
- £100-£199
VideoReform divides communities, Plaid Cymru unites them and offers hope. May's Senedd election is a choice between Plaid Cymru or Reform. Choose Wales. Vote Plaid Cymru. Plaid Cymru neu Reform? Cynlluniau go iawn i'n cymu…
- Ran
- 5 Jan 2026 - 17 Jan 2026
- “Wales are still owed billions from HS2. Plaid Cymru won't forget and won't stop fighting for fairness for the…”
- “Easing the cost of living pressures and helping parents get back to work - with 20 horus a week of childcare f…”
- “It's time for new leadership for Wales. Mae'n amser am arweinyddiaeth newydd i Gymru.”
- “Reform divides communities, Plaid Cymru unites them and offers hope. May's Senedd election is a choice between…”
Method
New versions launched on 5 January scaled up a two-way contest first tested in December: "Reform divides communities, Plaid Cymru unites them" and "It's a two horse race in Wales". Policy ads offered "20 hours a week of childcare" for children aged nine months to four years and pressed the claim that Wales is owed billions from HS2. Almost all were bilingual or paired with Welsh versions, at low spend.
Labour Party
Energy bills, rail fares and the record
Ads this week~25
Top reach—
Top spend—
Video or graphic, top 10 ads4 video · 6 graphic
GraphicNEW: Labour is making changes to energy levies to bring down your household energy bill by £150.
- Ran
- 27 Nov 2025 - 5 Jan 2026
GraphicWe all want to see cheaper rail travel. That's why Labour is freezing fares to help millions of passengers save money.
- Ran
- 24 Nov 2025 - 10 Jan 2026
VideoThis is who he is. Chat with us
- Ran
- 6 Dec 2025 - 5 Jan 2026
- Reach
- 400K-450K
- Spend
- £1K-£1.5K
VideoPlenty of excuses. 0 apologies.
- Ran
- 16 Dec 2025 - 6 Jan 2026
- Reach
- 300K-350K
- Spend
- £800-£899
- “Rail fares frozen. Money saved. This is the difference with a Labour government.”
- “Lots done. More to do. A record to be proud of. Chat with us”
- “Labour is bringing down waiting lists, helping to end the 8am scramble by hiring more GPs and delivering 5,000…”
- “Labour is renewing rail services across Britain, bringing them back under public control to deliver a more rel…”
Method
The page's ads were mostly carried over: "Labour is making changes to energy levies to bring down your household energy bill by £150", "Rail fares frozen. Money saved.", and videos titled "Lots done. More to do." and "Plenty of excuses. 0 apologies." Most ended between 5 and 10 January, leaving a gap before the late-January videos.
Reform UK
"Your local council is broken"
Ads this week~9
Top reach45K-50K
Top spend£200-£299
Video or graphic, top 9 ads0 video · 9 graphic
GraphicYour local council is broken. Reform will fix it. Join Reform UK
- Ran
- 31 Dec 2025 - 5 Jan 2026
- Reach
- 45K-50K
- Spend
- £200-£299
GraphicYour local council is broken. Reform will fix it. Join Reform UK
- Ran
- 31 Dec 2025 - 5 Jan 2026
- Reach
- 45K-50K
- Spend
- £200-£299
GraphicYour local council is broken. Reform will fix it. Join Reform UK
- Ran
- 30 Dec 2025 - 5 Jan 2026
- Reach
- 40K-45K
- Spend
- £100-£199
GraphicYour local council is broken. Reform will fix it. Join Reform UK
- Ran
- 31 Dec 2025 - 5 Jan 2026
- Reach
- 40K-45K
- Spend
- £200-£299
- “Your local council is broken. Reform will fix it. Join Reform UK”
Method
Several copies of one image, each with £100–£300 behind it, asked people to "Join Reform UK" on the promise to fix local councils. This is membership recruitment using a local-government message, and it stopped on 5 January.
Scottish National Party
Energy bills and GP access
Ads this week~2
Top reach>1M
Top spend£3K-£3.5K
Video or graphic, top 2 ads1 video · 1 graphic
VideoScotland is energy rich, yet households pay some of the highest energy bills in Europe. HTTPS://WWW.SNP.ORG/ENERGY
- Ran
- 9 Jan 2026 - 3 Mar 2026
- Reach
- >1M
- Spend
- £3K-£3.5K
GraphicEveryone deserves to see a doctor when they need one. We’re building a healthier and fairer Scotland that works for you.
- Ran
- 9 Jan 2026 - 3 Feb 2026
- Reach
- 700K-800K
- Spend
- £1K-£1.5K
Method
Two new ads from 9 January opened the SNP's January campaign: an energy-bills video ("Scotland is energy rich, yet households pay some of the highest energy bills in Europe") and a health image. The video went on to pass a million impressions.
What changed
What this week tells us
- Plaid's new "two horse race" and childcare ads started on 5 January and ran into February.
- Reform's council membership images and most of Labour's winter ads ended between 5 and 10 January.
- The SNP's energy-bills video started on 9 January.