Despite digital ad advantage, Tory comms not cutting through Grits' 'macro' messaging: observers - The Hill Times

The Conservatives maintain a digital advertising campaign despite a large advertising deficit and a six-figure effort. The Liberal government led in polling with Prime Minister Mark Carney holding historically high approval. Conservatives and Liberals increasingly focus on different issue types. Liberals emphasize macro national issues, consistent with their election approach, and voters rewarded that strategy. Conservatives emphasize micro bread-and-butter concerns such as affordability, including rising grocery costs and food inflation. The Conservatives continue promoting ads launched in April across television, radio, and digital platforms in both official languages. Trade negotiations with the United States and tensions around Alberta energy and pipeline development add pressure to the political landscape.

"“They have both chosen their focus areas. [The Liberals] are leaning more towards macro issues, which is exactly what they did in the election, and the electorate rewarded them at the ballot box, while the other side is still sticking with micro, bread-and-butter concerns like affordability,” explained Singh, managing principal with EOK Consults."

"“Pointing to the Conservatives' digital advertising on Google and Meta, which includes platforms like YouTube, Instagram, and Facebook, Singh observed that the Conservatives have continued to promote the pair of ads the party launched at the beginning of April as part of a $1-million campaign scheduled to run until the end of June in both official languages across television, radio, and digital platforms.”"

"“Even amid a more than two-to-one digital advertising deficit and an ongoing six-figure Conservative campaign, Prime Minister Mark Carney and his Liberal government are maintaining double-digit polling leads heading into the summer sitting break.”"

Read at The Hill Times