On Wednesday and Thursday, Roy Morgan Research used a representative sample of the Australian electorate to monitor their responses to the the seven main political advertisements running on television for the L-NP and ALP, ACTU, and ALP/Greens/Australian Democrats.

The role of The Reactor was to monitor whether the advertising made them “more inclined to the L-NP or the ALP”. Between each advertisement, respondents returned to a neutral position.
Typically, the respondents react in accordance with party lines, spokespeople and topics.

Whilst this was generally the case over the last few evenings, the ACTU advertisement of the young woman and the middle-aged couple talking about how Work Choices is hurting working families, clearly touched a nerve with L-NP supporters as well as their own followers. Similarly, so did the ALP advertisement reminding the electorate of the six interest rate rises under the L-NP Government.

The L-NP appeared to be talking only to their traditional electorate and failed to move ALP voters. The ALP/Greens/Australian Democrats ad about ‘time to restore the balance to the House of Review’ did not move either ALP or L-NP supporters to any extent.

What the parties must do to win:
· The ALP needs to cement their traditional supporters as well as continue to motivate some L-NP voters as they appear to be achieving well. Watch a simple yet effective video from Kevin07
· The L-NP needs not only to focus its traditional voters, but also those “soft ALP voters”. It’s advertising must be clearer, leaner and broader.

Who has the most stamina as we edge towards the finish line? Simon Turner

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