Conservative Party targets over-45s with Facebook Brexit ads
Phrases used in the ads include:The analysis looked at any political advert paid for by the Conservative Party that was live on Facebook at the beginning of the third week of September.
This information doesn't directly show which groups are being targeted by the advertiser but it's possible to infer the target gender or age group by analysing whether more men, women, older or younger people have been shown the ad. This difference in content reflects the division between older and younger voters on the issue of Brexit."The UK is divided into the under-45s , who, on balance, favour staying in the EU, and the over-45s, who want to leave," he wrote.
A Conservative Party official said:"Political parties run ads to a range of different audiences, including policy-specific ones. Advert targeting will also be affected by who has engaged most with a specific advert."Though running far fewer adverts than the Conservatives, the Liberal Democrats are also targeting Brexit messages towards specific age groups.
However, the age-specific targeting by the Labour Party does not appear to be as polarised as it is for the Conservatives. And there are no issues that appear to be primarily aimed at younger audiences.At least 73% of adverts against fox hunting are being shown to women. And over 60% of the audience party's ads about an upcoming general election are being shown to men.The other political parties have been running very few adverts - and many have no advertising currently live on Facebook.
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