Election campaign trails: How party leaders are upping the ante as poll day looms
This week the party leaders made their final pleas to voters. The Labour and Lib Dem leaders visited some of their most ambitious targets so far, while the prime minister took a scattergun approach, fighting for votes in even some of the safest of Tory seats.
Watch their journeys this week in our animated map below.
This campaign is being fought on new electoral boundaries, with many constituencies undergoing significant changes since 2019.
For the purposes of this analysis, we use notional results based on calculations by Colin Rallings and Michael Thrasher, honorary professors at the University of Exeter, which estimate the 2019 election seat results if they had taken place on the new constituency boundaries.
Crunch time
We’re fast approaching election day. In their closing gambits, the Conservatives have been trying to claw back straying voters and convince undecided ones, while Labour have endeavoured to stick to the script and avoid any missteps.
The Conservatives are fending off a potential Labour landslide and are fighting on multiple fronts, while both leaders are wary of losing votes to smaller parties or apathy where people believe the result is already a foregone conclusion.
The big picture
It’s been a long five weeks for the Tories, whose campaign has been mired with several high-profile embarrassments: from Sunak’s D-Day gaffe to the growing sleaze scandal surrounding insider betting allegations at Westminster.
This hasn’t helped their attempt to narrow the polls, and the campaign has remained deep in defensive territory throughout. The prime minister has visited seats with an average 25% Conservative majority.
Nearly 9 in 10 (88%) of Sunak’s 51 constituency visits have been to seats his party is defending. Fourteen of those are places where the Conservatives’ closest rivals are the Lib Dems, and the remaining 34 in places where Labour is the strongest challenger.
In contrast, 84% of Starmer’s 44 constituency visits have been to seats Labour are targeting. All but four of them have been places the Tories are defending.
Labour’s challenge has been to generate enthusiasm for a Starmer government. On average, the target seats he has visited need a 10.5 point vote swing to become Labour gains – just above the figure that Tony Blair achieved in 1997.
Labour must achieve higher than this – a record swing of 12 percentage points from the Conservatives – to secure a majority, however, and Starmer has been visiting seats that require a vote swing as high as 18 points.
The Labour leader has mostly steered clear of the primarily Conservative vs Lib Dem battlegrounds in the south, but has ventured to parts of the South East that only Blair has previously managed to conquer.
Lib Dem leader Sir Ed Davey has seemingly been having the most fun on the campaign trail, with a series of attention-grabbing stunts including photo ops on rollercoasters and dips in the Thames.
All but one of his 40 campaign visits have been to seats the Lib Dems are targeting, including one Labour-held and one SNP-held seat, with the rest of his time spent targeting Conservative-held seats.
How does the ground battle match the digital one?
Looking at data from Who Targets Me, Sky’s partner for our Online Campaign Team, we’ve now got a pretty full picture of how the main two parties have using political advertising on social media.
The Conservatives have consistently trailed Labour both in terms of spend and in the number of adverts posted (you’d expect those to correlate).
But there doesn’t seem to be any coherence to the current campaign – not even a strategy of retrenchment, as Tom King from Who Targets Me notes: “it appears there is no directive, and every seat is sorting itself out.”
Labour has maintained its blanket coverage. And the tone of its adverts is very different.
They tend to focus on Labour and its central message: 22 per cent of all of the more than 5,500 adverts they’ve put up have contained the message “Change”.
The Conservatives have been a lot more negative. 83 per cent of their adverts mention Labour – and only 1 per cent mention their own leader Rishi Sunak. It’s definitely a rearguard action.
Hiding in plain sight
One theme that has been shared across the two main parties’ campaigns is their reluctance to send their leaders to the public or large crowds.
Rishi Sunak has been to see small crowds at many business locations, and the micro-management of his audiences was revealed early in the campaign when at one event it transpired that supposed members of the public were Conservative councillors.
Sir Keir Starmer has played on his football links, visiting two stadiums including Northampton Town this week, but has likewise mostly stuck to closely managed events.
Read more:
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How will Britain’s ethnically diverse communities vote?
One leader who hasn’t been afraid of crowds is Reform’s Nigel Farage. Starting his campaign on a pub bench in Clacton, this week he had something of a homecoming in Newton Abbot where 1,500 spectators came to see him speak on Monday. The town was the location of UKIP’s headquarters in their heyday.
Sir Ed Davey, the Liberal Democrat leader, has also had a much more public-facing campaign in his various campaign stunts.
The Greens are the only ones to have really made use of celebrity endorsement. This week they won the vocal support of two Hughs – chef Fearnley-Whittingstall and actor Grant.
Upping the ante
The types of seats the Labour and Lib Dem leaders have visited have been markedly different this week.
Sir Keir Starmer has been to increasingly more ambitious targets, visiting Leicestershire North West this week which requires an 18-point swing for Labour to gain, the highest on his trail so far.
That’s also been the trend for Sir Ed Davey. In the final week of campaigning, he’s visited seats where the Liberal Democrats need a swing of 17 points on average to gain, up from 12 points in the previous week.
The prime minister has been less consistent. Indicative of the broad coalition of voters that Johnson built and Sunak has to defend, his visits have spanned from the most marginal defences to what should be the safest of majorities.
Popular places
Over the last 37 days, the three English main party leaders have made 135 visits to 119 unique constituencies. That’s more than 18% of the UK’s seats covered by Sunak, Starmer and Davey.
The seats with the most visits, at three apiece, are Redcar in the North East, Wimbledon in London, and Sunak’s own constituency Richmond & Northallerton in Yorkshire.
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Redcar, visited twice by Sunak and once by Starmer, is a Conservative defence where the Conservative minister candidate is looking vulnerable to Labour.
Davey has his sights set on the highly marginal seat of Wimbledon in London, which the Lib Dems have never won before. He’s visited twice, while Sunak has been to the Conservative defence once on the campaign trail.
And the prime minister has visited his own constituency three times, most recently this week. He defends a 46.9% majority but some MRP polls say there’s a chance he’ll lose it.
Dr Hannah Bunting is a Sky News elections analyst and co-director of The Elections Centre at the University of Exeter.
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.
NHS England has warned the health service is facing a “worst case scenario” December with a surge of “super flu”.
The warning comes as new figures revealed the number of people in hospital with flu have increased by more than half in just one week.
Catch up as it happened: NHS warns of ‘worst-case scenario’ as ‘super flu’ surges
Latest figures show:
• An average of 2,660 patients were in hospital per day with flu last week
• This is the highest ever for this time of year and up 55% on last week
• At this point last year the number stood at 1,861 patients, while in 2023 it was just 402
Health service bosses are warning the number of flu patients in hospital has already increased sharply since the week covered by this data – with no peak in sight.
Read more: Why is flu season worse this year?
Virus outbreaks coincide with doctors’ strikes
Weekly flu numbers in England peaked at 5,408 patients last winter and reached 5,441 over the winter of 2022/23, the highest level since the pandemic.
Alongside rocketing flu, the number of norovirus patients in hospital has also risen by 35%.
The NHS is now warning winter viruses are starting to “engulf hospitals”.
Demand for A&Es and ambulance services is also soaring.
New monthly figures show A&E attendances were a record for November at 2.35 million – more than 30,000 higher than November 2024.
In addition, there were 48,814 more ambulance incidents (802,525) compared with last year (753,711).
Some hospitals across the country have asked staff, patients and visitors to wear face masks to cut the spread of flu, while others have gone in and out of critical incident status due to the high number of people attending A&E.
The record-breaking demand on the NHS coincides with a resident doctors’ strike from 17 to 22 December over pay and jobs – sparking fears of major disruption for patients in the run up to Christmas.
People are being advised to attend any planned appointments scheduled during the strikes unless they have been contacted to reschedule.
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Will doctors accept late deal to avoid strikes?
Flu vaccinations on the up… who can get one?
The NHS is urging anyone eligible to get their flu vaccination to help prevent them getting seriously ill.
Latest figures show more than 17.4 million people have been vaccinated so far this year, more than 381,000 higher than last year.
You can get it if you:
• Are 65 or over in England, Scotland, Wales and Northern Ireland
• Are pregnant
• Live in a care home
• Are the main carer for an older or disabled person, or receive carer’s allowance
• Live with someone who has a weakened immune system
• Are a frontline health and social care worker
• Are of school age
• Have certain medical conditions (the NHS has a full list)
Wes Streeting, the health secretary, warned of a “tidal wave of flu tearing through our hospitals”.
“We are working with the NHS to make sure it is able to cope with this as best as possible,” he said.
Warning ‘extremely challenging few weeks ahead’
Professor Meghana Pandit, NHS national medical director, warned the health service faces “an extremely challenging few weeks ahead” with “staff being pushed to the limit”.
She said: “With record demand for A&E and ambulances and an impending resident doctors’ strike, this unprecedented wave of super flu is leaving the NHS facing a worst-case scenario for this time of year – with staff being pushed to the limit to keep providing the best possible care for patients.
“The numbers of patients in hospital with flu is extremely high for this time of year. Even worse, it continues to rise and the peak is not in sight yet, so the NHS faces an extremely challenging few weeks ahead.”
She added: “We have prepared earlier for winter than ever before, and stress-tested services to ensure people have a range of ways to get the help they need and avoid needing to go to A&E.
“For non-life-threatening care, people should call NHS 111 or use 111 online, which can direct you to the most appropriate place, and use A&E and 999 for life threatening conditions and serious injuries.”
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Mr Streeting has offered the British Medical Association (BMA) a last-minute deal in the hope doctors will call off the walkout, which starts next Wednesday.
The doctors’ union has agreed to put the offer to members over the coming day, and is expected to announced a decision on Monday, just two days before the planned strike.
The offer includes a fast expansion of specialist training posts as well as covering out-of-pocket expenses such as exam fees, but does not include extra pay.
The spread of subclade K, the super flu, is picking up – and it’s not looking good for the NHS.
An average of just under 2,700 hospital beds a day in England were occupied by patients with flu last week.
There are fears that could jump to somewhere between 5,000 and 8,000 by the end of this week.
That’s on top of COVID and RSV.
And with the possibility of a five-day strike by resident (junior) doctors next week, it’s a perfect storm for hospitals.
An NHS hospital ward at Ealing Hospital in London. Pic: PA
Christmas flu
Children are the super-spreaders of flu. It races around classrooms and some schools have temporarily shut because of the impact.
The Christmas holidays aren’t far off. They are likely to put the brakes on children passing around the virus.
But it’s also a time of year when families mix with elderly relatives, who are more likely to be hit hard by the infection – perhaps even needing hospital care.
So while the holidays may temporarily slow the overall rise in infections, the impact on hospitals could get much worse.
File pic: PA
Subclade K
Flu is spreading so rapidly at the moment because immunity to subclade K from previous infections and vaccinations is low.
The virus – a variant of the H3N2 flu strain – suddenly acquired seven new mutations in late summer.
Every 100 people infected with seasonal flu would typically pass the virus on to 120 others.
With subclade K, it’s 140.
And that’s why cases are rising so quickly on the charts.
At the moment, 18 in every 100,000 patients in England are consulting their GP with flu-like symptoms. That’s still well short of the peak of around 50 in every 100,000 in 2017/18, the worst flu outbreak in recent years.
File pic: PA
The grim reality of flu
Flu is a really unpleasant disease, nothing like a cold. I’ve had it twice in my life and it physically hurt to get out of bed. It’s grim.
Most people get over it with a few days’ rest and paracetamol to take the edge off the fever.
But vulnerable people can become seriously ill. In the outbreak of 2017/18, around 22,000 died.
Read more:
Nurses ‘deeply concerned about what lies ahead’
NHS braced for ‘toughest winter’ after record-breaking month
That’s why the NHS is urging people in certain groups – the over 65s, those with underlying health conditions, pregnant women, carers and children – to get the jab.
The vaccine isn’t a great match for subclade K, but still reduces the chance of hospital admission by 30-40% in adults.
It’s impossible to say when the spread will peak, but the latest figures suggest the outbreak is far from over.
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