Three times as many NSW voters are set to cast their votes early in this month's state election, a trend that strategists say will change the rhythm of election campaigns.
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Forecasts suggest that one-quarter of voters will vote in advance of the March 28 election, either at a pre-poll station, online or by casting a postal ballot. The calculation is based on trends in other states and would represent a tripling of the 8.2 per cent of the electorate who voted early in 2011.
Strategists agree it is likely to change the major parties' approach to campaigns.
"Generally we'd leave some of our major commitments to the last week to give a sense of momentum," said veteran Labor strategist Bruce Hawker. "We used to focus the great bulk of our advertising [then] too."
But now, Hawker says, it's imperative for the parties to get their major messages out early, in advance of the pre-poll deadline.
He notes that both parties have unveiled major television ad-buys last weekend - a week before Monday's opening of prepoll booths.
Dr Peter Chen, a senior lecturer at the University of Sydney, says political parties are trying to lock in supporters early in the campaign lest any last-minute surprises "disrupt" their decision.
But Hawker notes it poses a challenge to parties, who are trying to generate enough appeal to enthuse the great bulk of voters who vote on election day while outlining messages in advance to those who vote early. "It's a double edged sword".
Voters must notionally provide a reason for casting their ballot early. Accepted reasons include caring for someone who's sick, prohibitive religious beliefs and being in prison.
But according to the NSW Electoral Commission, voters need only verbally state their reasons for voting early when showing up to their local polling booth. (Those voting outside a local district must do so in writing).
The question of whether that standard of enforcement is rigorous enough was recently the subject of a Supreme Court challenge in Victoria.
A Palmer United Party candidate claimed she was disadvantaged by the electoral commission not grilling candidates about their reasons for not voting. Her petition was dismissed.
In some Victorian seats as many as half of all voters' cast a ballot in advance of the official polling day. The overall average was about 24 per cent.
A spokeswoman for the NSW Liberal party attributes the rising popularity of the practice to busy electors choosing to vote at a time that fits "with the other responsibilities in their lives".
Pre-polling places can be found on the Electoral commission NSW site.
