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If you want a good idea of what matters to each party – its deepest desires, its darkest fears – look at where it’s spending money. 

What it shows is a story of Labour spending big and spending everywhere, as it pursues a plausible supermajority, while the Conservatives retreat to fight for some of their heartland constituencies, and spend much less.

It shows the current state of play for all parties across the country. The map shows which is the biggest spender in each constituency – which parts of the country they’re fighting to win, or not to lose.

The map was created by Who Targets Me (WTM), which tracks digital political advertising and has partnered with Sky News as part of our online campaign team.

“Our map of advertising activity shows where the parties have targeted their Facebook and Instagram ads in the last week,” Sam Jeffers, executive director of WTM, says.

“In the same way careful observers track the seats party leaders visit during the campaign, the list of pages that are buying ads in each seat, helps to show whether parties think they can win there.”

We can break the map down for each party too.

You can see the Lib Dems spending big on the ‘”A30 corridor in the South West”, going for Conservative seats.

Both the Conservatives and the Greens are in a big spending battle in South Wales and the West Country.

Reform is targeting constituencies around southern Lincolnshire. And we can understand why parties are spending where they are if we compare to the predicted results from the latest YouGov MRP poll for Sky News.

We can show you how the digital war has been fought over the last few weeks – the ebb and the flow, if there has been one, between Labour and Conservative.

Labour first. They have spent by far the most this election: more than £2.7m since the start.

This is how their online campaign has spread geographically over the past six weeks.

“The map shows the scale of Labour’s ambition, with them running ads across large swathes of the country, and outcompeting both the Conservatives and Reform in England and Wales, as well as the SNP across the central belt of Scotland,” says Mr Jeffers.

Compare that to the Conservatives, who have spent only just over £1m on Meta and Google ads. And it has been dwindling: as the days go by, they’re spending less money than their competitors in big swathes of the country.

Back to the big picture. Comparing the digital spend map to the latest YouGov MRP poll for Sky News reveals some interesting battlegrounds.

The Greens spent the most of any party in any constituency up to 17 June but the MRP suggests this will be a likely Conservative hold – with the Greens coming in second. They also occupy the next two slots in the spending rankings – Bristol Central and Brighton Pavilion – and the likelihood there is that they will win.

The next highest individual constituency spender is Reform, in Great Yarmouth – which the MRP predicts Reform will win.

But in Boston and Skegness, Reform’s next highest spend, the YouGov MRP poll has a Conservative win.

But look at the Labour spend in general. As discussed, it is the biggest and most geographically widespread. And compare it to the MRP and you can see why: lots of constituencies are red, but lighter shades.

They’re toss ups or marginal calls, with only the tiniest of margins between the parties. Hence why Labour is spending so big and in so many places.

Who Targets Me continually updates the map: Click here to view.

Mr Jeffers says that “it will be a fascinating tool for the final two weeks of the campaign, showing the parties’ strategies in near real time, as they home in on the seats they hope to win or hold on 4 July.

What is an MRP poll?

You might come across the term MRP quite a lot in the coming weeks as we head towards the general election on 4 July.

An MRP poll – which stands for multilevel regression and post-stratification – is a type of poll that gets pundits excited because it draws from large amounts of data, including a large sample size and additional information like locations.

MRP polls first ask a large representative sample of people how they will vote. They then use that information of how different groups say they will vote combined with information about the sorts of people who live in different constituencies. This allows the pollster to estimate how people will vote in each constituency across the country – even when they may have surveyed just a few people, or even none, in some places.

This can then be broken down into smaller groups to see how voters in different areas say they plan to vote. Rather than making more generalised assumptions that everyone behaves the same way in different constituencies, it takes into account the fact that every constituency is its own race and local issues and trends may be at play.

What MRP can’t do is account for very specific local factors – such as a hospital or large employer closing down in a constituency, or a scandal relating to a particular candidate.

It still involves a lot of assumptions and estimates – and some races are too close to call with any level of certainty. It also only gives a snapshot of people’s opinions, and a lot can change over the course of an election campaign. However, it does give us a more nuanced idea about what the general election result could be than other more generic polls.

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The Data and Forensics team is a multi-skilled unit dedicated to providing transparent journalism from Sky News. We gather, analyse and visualise data to tell data-driven stories. We combine traditional reporting skills with advanced analysis of satellite images, social media and other open source information. Through multimedia storytelling we aim to better explain the world while also showing how our journalism is done.

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Palace confirms dates of Trump’s state visit – as King and Queen to host him at Windsor Castle

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Palace confirms dates of Trump's state visit - as King and Queen to host him at Windsor Castle

The dates for Donald Trump’s state visit to the UK have been announced, with the US president due to be welcomed by the King from 17 to 19 September.

Buckingham Palace also confirmed that President Trump and first lady Melania will be hosted by the King and Queen at Windsor Castle.

It was expected that the three-day state visit would take place in September after Mr Trump let slip earlier in April that he believed that was when his second “fest” was being planned for.

Windsor was also anticipated to be the location after the US president told reporters in the Oval Office that the letter from the King said Windsor would be the setting. Refurbishment works at Buckingham Palace also meant that Windsor was used last week for French President Emmanuel Macron’s visit.

This will be Mr Trump’s second state visit to the UK, an unprecedented gesture towards an American leader, having previously been invited to Buckingham Palace in 2019.

Donald Trump and Melania Trump pose with Prince Charles and Camilla in 2019
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Donald Trump and Melania Trump posing with Charles and Camilla in 2019. Pic: Reuters

He has also been to Windsor Castle before, in 2018, but despite the considerable military pageantry of the day, and some confusion around inspecting the guard, it was simply for tea with Queen Elizabeth II.

Further details of what will happen during the three-day visit in September will be announced in due course.

More on Donald Trump

On Friday, Sky News revealed it is now unlikely that the US president will address parliament, usually an honour given to visiting heads of state as part of their visit. Some MPs had raised significant concerns about him being given the privilege.

But the House of Commons will not be sitting at the time of Mr Trump’s visit as it will rise for party conference season on the 16 September, meaning the president will not be able to speak in parliament as President Macron did during his state visit this week. However, the House of Lords will be sitting.

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Labour MP: ‘Trump isn’t welcome here’

In February this year, Prime Minister Sir Keir Starmer presented the US president with the letter from the King inviting him to visit during a meeting at the White House.

After reading it, Mr Trump said it was a “great, great honour”, adding “and that says at Windsor – that’s really something”.

U.S. President Donald Trump holds a letter from Britain's King Charles as he meets with British Prime Minister Keir Starmer in the Oval Office at the White House in Washington, D.C., U.S., February 27, 2025. REUTERS/Kevin Lamarque     TPX IMAGES OF THE DAY
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In February, Sir Keir Starmer revealed a letter from the King inviting Donald Trump to the UK. Pic: Reuters

In the letter, the King suggested they might meet at Balmoral or Dumfries House in Scotland first before the much grander state visit. However, it is understood that, although all options were explored, complexities in both the King and Mr Trump’s diaries meant it wasn’t possible.

Read more from Sky News:
Is the UK ready for a ‘Trump-fest’?
Elton and Jagger at royal banquet
King and Trump won’t hold private meeting

This week, it emerged that Police Scotland are planning for a summer visit from the US president, which is likely to see him visit one or both of his golf clubs in Aberdeenshire and Ayrshire, and require substantial policing resources and probably units to be called in from elsewhere in the UK.

Precedent for second-term US presidents, who have already made a state visit, is usually tea or lunch with the monarch at Windsor Castle, as was the case for George W Bush and Barack Obama.

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Fireball at Southend Airport after small plane crashes

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Fireball at Southend Airport after small plane crashes

A small plane has crashed at Southend Airport in Essex.

Essex Police said it was at the scene of a “serious incident”.

Images posted online showed huge flames and a large cloud of black smoke, with one witness saying they saw a “fireball”.

A police statement said: “We were alerted shortly before 4pm to reports of a collision involving one 12-metre plane.

“We are working with all emergency services at the scene now and that work will be ongoing for several hours.

“We would please ask the public to avoid this area where possible while this work continues.”

Fireball after plane crash at Southend Airport. Pic: Ben G
Image:
A huge fireball near the airport. Pic: Ben G

It has been reported that the plane involved in the incident is a Beech B200 Super King Air.

According to flight-tracking service Flightradar, it took off at 3.48pm and was bound for Lelystad, a city in the Netherlands.

One man, who was at Southend Airport with his family around the time of the incident, said the aircraft “crashed headfirst into the ground”.

John Johnson said: “About three or four seconds after taking off, it started to bank heavily to its left, and then within a few seconds of that happening, it more or less inverted and crashed.

“There was a big fireball. Obviously, everybody was in shock in terms of witnessing it. All the kids saw it and the families saw it.”

Mr Johnson added that he phoned 999 to report the crash.

Southend Airport said the incident involved “a general aviation aircraft”.

Four flights scheduled to take off from Southend this afternoon were cancelled, according to its website.

Flightradar data shows two planes that had been due to land at Southend were diverted to nearby airports London Gatwick and London Stansted.

Smoke rising near Southend airport. Pic: UKNIP
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Plumes of black smoke. Pic: UKNIP

Essex County Fire and Rescue Service said four crews, along with off-road vehicles, have attended the scene.

Four ambulances and four hazardous area response team vehicles are also at the airport, as well as an air ambulance, the East of England Ambulance Service said.

Its statement described the incident as “still developing”.

Fire engines at the scene at Southend Airport
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Fire engines at the airport

David Burton-Sampson, the MP for Southend West and Leigh, posted on social media: “I am aware of an incident at Southend Airport. Please keep away and allow the emergency services to do their work.

“My thoughts are with everyone involved.”

Local councillor Matt Dent said on X: “At present all I know is that a small plane has crashed at the airport. My thoughts are with all those involved, and with the emergency services currently responding to the incident.”

This breaking news story is being updated and more details will be published shortly.

Please refresh the page for the latest version.

You can receive breaking news alerts on a smartphone or tablet via the Sky News app. You can also follow us on WhatsApp and subscribe to our YouTube channel to keep up with the latest news.

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Heidi Alexander says ‘fairness’ will be government’s ‘guiding principle’ when it comes to taxes at next budget

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Heidi Alexander says 'fairness' will be government's 'guiding principle' when it comes to taxes at next budget

Another hint that tax rises are coming in this autumn’s budget has been given by a senior minister.

Speaking to Sunday Morning with Trevor Phillips, Transport Secretary Heidi Alexander was asked if Sir Keir Starmer and the rest of the cabinet had discussed hiking taxes in the wake of the government’s failed welfare reforms, which were shot down by their own MPs.

Trevor Phillips asked specifically if tax rises were discussed among the cabinet last week – including on an away day on Friday.

Politics Hub: Catch up on the latest

Tax increases were not discussed “directly”, Ms Alexander said, but ministers were “cognisant” of the challenges facing them.

Asked what this means, Ms Alexander added: “I think your viewers would be surprised if we didn’t recognise that at the budget, the chancellor will need to look at the OBR forecast that is given to her and will make decisions in line with the fiscal rules that she has set out.

“We made a commitment in our manifesto not to be putting up taxes on people on modest incomes, working people. We have stuck to that.”

Ms Alexander said she wouldn’t comment directly on taxes and the budget at this point, adding: “So, the chancellor will set her budget. I’m not going to sit in a TV studio today and speculate on what the contents of that budget might be.

“When it comes to taxation, fairness is going to be our guiding principle.”

Read more:
Reeves won’t rule out tax rises

What is a wealth tax and how would it work?

👉Listen to Politics at Sam and Anne’s on your podcast app👈      

Afterwards, shadow home secretary Chris Philp told Phillips: “That sounds to me like a barely disguised reference to tax rises coming in the autumn.”

He then went on to repeat the Conservative attack lines that Labour are “crashing the economy”.

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Chris Philp also criticsed the government’s migration deal with France

Mr Philp then attacked the prime minister as “weak” for being unable to get his welfare reforms through the Commons.

Discussions about potential tax rises have come to the fore after the government had to gut its welfare reforms.

Sir Keir had wanted to change Personal Independence Payments (PIP), but a large Labour rebellion forced him to axe the changes.

With the savings from these proposed changes – around £5bn – already worked into the government’s sums, they will now need to find the money somewhere else.

The general belief is that this will take the form of tax rises, rather than spending cuts, with more money needed for military spending commitments, as well as other areas of priority for the government, such as the NHS.

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