The federal government spent a total of $208.9 million across campaign and non-campaign advertising media through the central advertising system in 2023-24, according to the Finance Department.
The latest figures from the department’s annual report show an apparent lift in advertising spend but is still around the 25 year average annual spend.
The current Labor government came to power in 2022 promising to spend significantly less on advertising than the previous regime.
The cuts were part of an overall plan to cut expenses across advertising, travel and legal -- then a total of $642.5 million.
The Grattan Institute had calculated, a non-aligned public policy think tank, found that the previous Coalition government spent $339 million on taxpayer-funded advertising campaigns in 2021-22, more than major advertisers McDonald’s, Telstra and Coles.
IPG media agency Universal McCann (UM) in August was reselected as the federal government's master media agency. UM has held the account since 2002, with a pause when dentsu took over between 2014 and 2018.
The Department of Finance administers the government’s central advertising system, which consolidates the government’s buying power.
The department’s 2023-24 annual report shows total of $208.9 million across campaign and non-campaign advertising media through the central advertising system.
Total campaign advertising media spending was $180.5 million, made up of $173.8 million by non‑corporate federal entities and $6.7 million by corporate entities, Commonwealth companies and other bodies.
Total non-campaign advertising media expenditure was $28.3 million, made up of $26.3 million by non‑corporate Commonwealth entities and $2 million by corporate Commonwealth entities, Commonwealth companies and other bodies.
Spending in an election year, with one due in May next year, is traditionally higher than no poll years.
The finance department also reported spending on market research in 2023-24, with total payments of $1,083,878.08.
The table below shows payments of $16,300 or more to market research bodies in relation to the whole‑of‑government master media agency contract:
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