With the Australian federal election officially called on Friday, the nation is gearing up for a campaign that will dominate headlines in the coming weeks.
Media presence has long been a cornerstone of political strategy, playing a crucial role in shaping public perception and driving campaign momentum. Leaders who command media coverage gain visibility that reinforces their leadership image and amplifies their policy messages. This visibility often translates into heightened public awareness, influencing voter sentiment and consolidating support. The concept of Share of Voice—measuring the proportion of media mentions among political leaders can offer valuable insights into the dynamics of political campaigns. As the 2025 election campaign unfolds, Prime Minister Anthony Albanese and Opposition Leader Peter Dutton are locked in a battle for dominance in this critical metric.
Historical trends suggest that Share of Voice can be an indicator of electoral success. For example, during last year’s Queensland State Election, David Crisafulli led in Share of Voice by a narrow margin of 0.6% in the month leading up to the election and ultimately secured victory. In the U.S. presidential election last year, Donald Trump also led in Share of Voice against Joe Biden and eventually Kamala Harris for a majority of the campaign duration and won the election in November 2024.
In this analysis, we delve into the Share of Voice data for leaders and key issues, uncovering the trends, peaks, and implications of media coverage as the campaign takes shape.
Who’s Leading the Media Race in Share of Voice?
Since the start of 2025, Prime Minister Anthony Albanese has maintained a lead in Share of Voice among the two major party leaders, with 58% of overall mentions in Australian media compared to Peter Dutton’s 45%. In the year-to-date, Albanese sits at 60% to Dutton’s 40%. This dominance in media presence could play a significant role in shaping public perception as the election campaign unfolds.
Anthony Albanese’s most significant day of media coverage in the past year occurred on February 11, 2025. This spike was driven by multiple factors, including the Teals’ visit to The Lodge, speculation about a potential Commonwealth acquisition of Rex Airlines, a challenging polling week for Albanese, and reports of Donald Trump’s potential tariff war with Australia.
On March 28, 2025, the federal election was officially called by Anthony Albanese, coinciding with Peter Dutton’s budget reply speech. This resulted in the single largest spike in media mentions for both leaders in the last 12 months, with Dutton achieving a higher Share of Voice out of the two leaders. On the 28th, Dutton achieved a 55% Share of Voice compared to Albanese’s 45%. Dutton’s proposal to halve the fuel excise for a year, aimed at addressing cost-of-living pressures, was a focal point of his speech and sparked significant media attention.
Last year, Peter Dutton experienced the third largest single-day spike in media coverage on June 19, 2024, out of the party leaders, with over 12,000 mentions across Australian Online, Print, Radio, and TV media. This surge followed his announcement of a nuclear power policy, which sparked widespread debate. Interestingly, media coverage of nuclear power during this period exceeded the highest single-day peak for the Voice Referendum by over 2,000 mentions.
Only a month prior, Dutton also edged out Albanese in the days Share of Voice on the 17th of May 2024, Peter Dutton's 2024 federal budget reply included a proposal to cut Australia's permanent migration program by 25%, reducing the current level of 185,000 by approximately 46,000 places. He argued that this reduction would alleviate pressure on housing and help restore the "great Australian dream" of home ownership. Dutton criticised the Labor government for failing to maintain sustainable migration levels, claiming that their policies have led to an unsustainable influx of migrants. This proposal is part of a broader vision to address cost-of-living challenges and economic pressures.
These three spikes in coverage show that when the Coalition releases a policy, Peter Dutton often commands the largest Share of Voice in media coverage for that day.
Pauline Hanson’s highest coverage volume in the past year came on November 28, when the One Nation leader threatened legal action against Channel Nine and Lidia Thorpe following on-air accusations of racism. Meanwhile, Adam Bandt has had a quieter year in terms of media coverage, despite the Greens party achieving a disproportionate share of voice relative to their parliamentary representation. Bandt’s biggest day of coverage occurred after he threatened to sue Mark Dreyfus over comments accusing the Greens of “encouraging criminal damage” of electorate offices by pro-Palestinian demonstrators.
Media Coverage of Key Campaign Issues in 2025 So Far:
Among the most mentioned topics, health and aged care have seen significant spikes in media attention. On February 23, mentions of these issues surged following Opposition Leader Peter Dutton’s endorsement of Labor’s historic $8.5 billion investment to expand GP bulk billing. Dutton’s call for immediate implementation of the policy, coupled with the Coalition’s pledge to match the Medicare commitment “dollar-for-dollar,” reemphasises the bipartisan focus on healthcare as a critical election issue. This announcement came shortly after Prime Minister Anthony Albanese’s rally in Launceston, where he outlined Labor’s ambitious plan to make nine in 10 GP visits free by 2030.
Meanwhile, cost of living and housing have dominated the broader conversation, accounting for 28% of the Share of Voice among election issues tracked since the start of the year. Cost of living saw a lift in coverage volumes after the federal Budget included $1.8bn in energy relief to provide households and small businesses with two $75 quarterly energy bill rebates.
The prominence of these issues in media coverage suggests they will remain central to the campaign, with both major parties expected to unveil policies aimed at addressing these challenges.
In Conclusion:
The lead-up to this election has been marked by a series of contrasting events and challenges. From the Voice referendum to the ongoing cost-of-living crisis, rising inflation, and international tensions, the political landscape has been increasingly predictable. The rise of Independents has added another layer of complexity, with polling suggesting the possibility of a hung parliament.
As the 2025 election campaign intensifies, Share of Voice continues to be a powerful tool for understanding the media dynamics shaping Australia's political landscape. From Albanese's consistent lead in overall mentions to Dutton's ability to dominate coverage upon the release of new Liberal Party policy, the interplay of media presence and public perception offers valuable insights into the strategies of both leaders. As the nation approaches election day, the battle for Share of Voice will undoubtedly remain a defining feature of this political contest, and you can follow along with our live Share of Voice tracking, with our Instant Election Insights Dashboard.