The Labor Party bought more airtime for television advertisements than the Coalition. The advertisements from both camps, though, carried negative messages.

Research company Xtreme Info reveals that the Government bought $14 million worth of airtime, while the Coalition only spent $12.7 million. Julia Gillard's party aired 24 free-to-air television advertisements, 19 of which attacked rival Tony Abbott or the Coalition.

In the same manner, the Coalition aired 29 advertisements that carried a negative message about the Labor Government. The Coalition paid for a total of 30 advertisements.

Mass media outfits earned during the five-week campaign, but television viewers had to endure not less than 100 screenings of each party's television advertisement. Both Labor and Coalition groups strategically had more advertisements placed in Queensland. Brisbane viewers had to endure 812 screenings of Labor ads, 706 from the Queensland LNP, and 100 from the Greens. Labor spent for only 361 advertisements in Melbourne because it expects home-town candidate Julia Gillard to do well. Pay TV advertising, radio, print, and internet advertising expenses were excluded from the current figures.

Labor and Coalition parties owe their TV advertising blitz to private organizations. Gillard's group had the assistance of the union movement, while Abbott's Coalition was supported by the mining sector.