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Parties use postcode-targeted social media adverts in Senedd campaign

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LABOUR has spent more than twice as much as any other Welsh political party on Facebook and Instagram advertising in the final weeks before the Senedd election, new figures show.

Data from Meta, which owns both platforms, shows Welsh Labour spent £33,572 on adverts between March 20 and April 18.

Plaid Cymru recorded the second-highest spend, at £15,360, followed by the Welsh Conservatives on £7,448. Reform UK spent £3,831, while the Welsh Liberal Democrats spent £959 and the Wales Green Party spent £182.

The figures highlight the growing importance of social media in Welsh election campaigning, with parties increasingly using online adverts to reach voters in specific areas.

Many of the adverts were aimed at people living in particular towns, constituencies and even individual postcodes. Others were targeted by age, gender or local interest, with candidates and party campaign pages using paid promotions to raise their profiles.

Some adverts focused on policies, while others attacked rival parties or their leaders. Several used petitions or clickable links to encourage voters to engage directly with campaign material.

The Meta data includes adverts paid for by political parties, local branches and candidates, provided they spent more than £100 during the period. As smaller amounts are not always captured in the same way, the true spending total for each party is likely to be higher.

The figures also include campaign pages run by parties, such as pages set up to target rival political movements. They do not include wider UK-wide campaigns which may still have appeared in Welsh voters’ feeds.

Experts say paid online advertising gives parties greater control over who sees their message and when.

Dr Emma Connolly, from University College London’s department of political science, said political parties were making growing use of paid adverts because they allowed messages to be targeted more precisely by location and voter profile.

BBC Wales said its monitoring of fictional voter profiles had shown that political adverts were appearing alongside other political content, including misinformation from independent pages.

Welsh Labour declined to comment on its spending.

Plaid Cymru said social media was an important and cost-effective way of speaking directly to voters, particularly younger people who increasingly get their news online.

Reform UK Wales said only its party could stop another Labour and Plaid Cymru coalition and bring change to Wales.

The Welsh Conservatives said they had used social media and leaflets to promote their policies, including their pledge to get Wales working again.

 

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Plaid leads Reform in latest Senedd poll as Labour falls to fifth

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PLAID CYMRU has taken a narrow lead over Reform UK in a new Senedd election poll, while Labour has fallen to fifth place in another warning sign for the party ahead of polling day.

The Find Out Now survey, carried out between April 18 and 22, puts Plaid Cymru on 29%, two points ahead of Reform UK on 27%.

The Welsh Conservatives are third on 13%, followed by the Green Party on 11%. Welsh Labour stands at 10%, with the Welsh Liberal Democrats on 6%.

The poll was commissioned by Plaid Cymru, although Find Out Now said the methodology was consistent with its previous Welsh polling.

It also found significant concern among voters about the future of the NHS under a Reform-led government.

Asked whether the NHS would be safe under Reform, 55% said no and 16% said yes. When undecided voters were removed, the split widened to 77% against and 23% in favour.

The findings are based on a sample of 2,012 adults across Great Britain, weighted to be representative of Wales by age, gender, region, Welsh language ability and 2024 general election vote.

Only voters who said they were “definitely” or “very likely” to vote were included in the headline figures. Those who initially answered “don’t know” were prompted again, with remaining undecided voters excluded from the final calculation.

The results come after a separate Ipsos poll, published earlier this week, also placed Plaid Cymru ahead.

That survey put Plaid on 30%, Reform UK on 25%, Labour on 15% and the Conservatives on 12%. Ipsos also found that 52% of voters said they may still change their mind before polling day.

Both polls suggest Plaid Cymru is leading the race for the Senedd, but they also point to a volatile contest, with Reform UK close behind and Labour struggling to recover support in what has historically been its Welsh heartland.

The latest figures underline the pressure on all parties as the campaign enters its final stages, with voters set to choose the next Senedd on Thursday, May 7.

 

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Barley Saturday brings bumper crowds to Cardigan

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CROWDS lined the streets of Cardigan on Saturday (Apr 25) as Barley Saturday once again brought the town centre to life with classic vehicles, rural tradition and a strong sense of community.

The annual event, one of Cardigan’s best-known celebrations, saw packed pavements and barriers along the High Street as families, visitors and local residents turned out in the sunshine.

Among those taking part was well-known West Wales delivery driver Dai Rees, who attracted plenty of attention as he drove through the town in his pride and joy, a blue Ford 3000 tractor.

Tom Samways, of HQueue in Cardigan, said it had been “another superb turn out” for the annual event, adding that it appeared to be getting bigger every year.

He said: “Some amazing entries but my vote has to go to the most famous delivery driver in West Wales, Mr Dai Rees, with his pride and joy, the trusty Ford.

“He even managed to pull up outside the shop for us to get a picture.”

The event also featured a touching personal moment for Deborah Davies, who finally completed a lap of honour on her vintage motorcycle, affectionately known as Olive, in memory of her godfather Leslie Morris.

Deborah said it was “5th attempt lucky” after several previous efforts to complete the lap had not come together.

Trusty Ford: Dai Rees joined the procession in his blue Ford 3000 tractor

Posting after the event, she said: “Well Olive and I did it, we finally did our lap of honour in Barley Saturday in memory of my godfather Leslie Morris, 5th attempt lucky. And here’s the proof.”

Special tribute: Deborah Davies completed a lap of honour on Olive in memory of her godfather Leslie Morris

She also thanked Sue Davies for the photographs, which captured her smiling on the green vintage machine during the event.

Last year’s supreme champion, Angus Dane Valley Lord Louis with Joe Durham getting an award (Image: Stuart Ladd)

With crowds filling the streets, classic vehicles passing through the town and residents sharing their own memories and photographs online, this year’s Barley Saturday proved once again why it remains such a popular fixture in Cardigan’s calendar.

Packed streets: Crowds lined High Street in Cardigan for this year’s Barley Saturday

Cover image: Stuart Ladd

 

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Entertainment

Three actors bring The Invisible Man to Torch Theatre

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SLAPSTICK STAGE FUN

THE THOUGHT of invisibility, and the advantages it might bring, has captured imaginations for generations since H. G. Wells’ classic story was first published.

Now The Invisible Man, adapted for the stage by Derek Webb, is coming to the Torch Theatre in Milford Haven this May, offering audiences an evening of fast-paced slapstick silliness.

Although the story has been adapted many times for film, it is far less often seen on stage. This original and riotous version features 15 characters played by just three energetic actors, with quick costume changes, clever prop work, wacky imagination and plenty of tongue-in-cheek fun.

The production is presented by Our Star Theatre Company, following its successful 2023 UK tour and critically acclaimed sell-out run at the Edinburgh Festival Fringe.

The British Theatre Guide praised the show as “high paced throughout”, adding: “An exuberant cast, Daniel Davis, Eleanor Catherine Smart and Sophie Watkins, deserve credit for confidence and maintaining a high pace throughout. Watkins is a talented performer, coaxing the best out of the piece.”

The Invisible Man will be performed at the Torch Theatre on Wednesday, May 13, at 7:30pm.

Tickets are priced at £18 and can be booked online at torchtheatre.co.uk or through the Box Office on 01646 695267.

 

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