2009-2010 Advertising Activities - Annual Report on Government of Canada

Chapter 2: Advertising Expenditures

Expenditures Summary

In 2009-2010, the Government of Canada spent $136.3 million on advertising. Of this, $53.2 million was for eight campaigns on initiatives for the Economic Action Plan and $24 million was for the H1N1 influenza pandemic.

Trend Chart

Figure 1 - Advertising Expenditures by Fiscal Year

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Trend Chart (Advertising Expenditures by Fiscal Year)

Text description of "Figure 1 - Advertising Expenditures by Fiscal Year" is available on a separate page.

Expenditures by Institution

Table Summary

This table lists Government of Canada institutions by total amount spent by each on advertising activities with the Agency of Record in 2009-2010.

Table 2 - Advertising Expenditures by Institution Table footnote 1
Name of Institution Total Advertising Expenditures
(in thousands of dollars)
Public Health Agency of Canada $23,580
Department of Human Resources and Skills Development $18,734
Department of Finance $16,499
Department of National Defence $15,104
Canada Revenue Agency $14,426
Department of Health $7,593
Office of Infrastructure of Canada $7,548
Parks Canada Agency $7,453
Department of Citizenship and Immigration $4,276
Canadian Food Inspection Agency $2,569
Department of Veterans Affairs $2,534
Department of Agriculture and Agri-Food $2,224
Royal Canadian Mounted Police $1,956
Department of Foreign Affairs and International Trade $1,774
Department of Natural Resources $1,381
Financial Consumer Agency of Canada $982
Canada Border Services Agency $792
Department of Human Resources and Skills Development (Service Canada) $752
Department of Public Safety and Emergency Preparedness $388
Canadian Grain Commission $356
Canadian Radio-television and Telecommunications Commission $310
Department of the Environment $286
Passport Canada $234
Department of Canadian Heritage $203
Department of Industry $200
National Film Board of Canada $134
Department of Fisheries and Oceans $86
Department of Indian Affairs and Northern Development $72
Social Sciences and Humanities Research Council $71
Department of Public Works and Government Services $57
Statistics Canada $38
Privy Council Office $20
Department of Transport $7
Canadian Centre for Occupational Health and Safety $5
Library and Archives of Canada $5
Total $132,648
Table footnote 1

These figures were provided to Public Works and Government Services Canada by each institution for the purpose of this annual report. Expenditures include planning, production, and media placement costs for all types of advertising activities (campaigns and public notices placed by the Government of Canada's Agency of Record). Public notices placed directly by institutions are excluded from this table (see Table 3).

Return to table note 1

Table Summary

This table is a list of Government of Canada Major Campaigns by institution for fiscal year 2009-2010. The table contains an alphabetical listing by federal institution, the name of the campaign, the media used, the creative agency used, and the amount spent for each of them.

Table - Expenditures by Major Campaign
Campaign Title Media Cost Creative Agency
Canada Border Services Agency 
Western Hemisphere Travel Initiative Radio/Print/out of home/Internet $791,770 Quiller & Blake Advertising Limited
Canada Revenue Agency 
Home Renovation Tax Credit Initiative Table footnote * Television/Print/Out of home/Internet $6,220,288 Allard Johnson Communications Inc.
Tax Relief Measures (Phase 3) Table footnote * Television/Print/Radio/Internet $8,168,048 Allard Johnson Communications Inc.
Canadian Food Inspection Agency
Travelers' Bio-Security Awareness Out of home/Internet/ Print $1,029,127 Acart Communications Inc.
Animal health disease reporting Public Notice campaign Print/Radio $591,607 Acart Communications Inc. & Day Advertising
Food safety portal advertising campaign Radio/Internet $887,590 Quiller & Blake Advertising Limited
Department of Agriculture and Agri-Food 
AgriStability public notices Print $247,334 Day Advertising Group Inc.
The Canadian Agricultural Loan Act Table footnote * Print $291,186 Day Advertising Group Inc.
Slaughter Improvement Program Print $123,848 Day Advertising Group Inc.
Hog Industry Loan Loss Reserve Program Print $213,217 Day Advertising Group Inc.
Growing Forward Radio/Print/Internet $818,370 Acart Communications Inc.
Farm Debt Mediation Service Print $206,080 Day Advertising Group Inc.
Department of Citizenship and Immigration 
Foreign Credential Referral Office Print/Out of home/Internet $911,772 Quiller & Blake Advertising Limited
Services to New Canadians Television/Print/Internet $2,004,735 Acart Communications Inc.
Visa impositions in Mexico and Czech Republic Radio/Print $1,142,545 Ogilvy Montreal Inc.
Department of Finance
Canada's Economic Action Plan Table footnote * Television/Print/Radio/Internet $16,498,667 Ogilvy Montreal Inc.
Department of Foreign Affairs and International Trade
Canada's Pacific Gateway (International) Print/Internet $264,522 Ogilvy Montreal Inc.
Invest in Canada Internet/Out of home $1,391,595 Ogilvy & Mather (Canada)
Department of Foreign Affairs and International Trade - Passport Canada 
Web banner ads - barcorded application forms Internet $125,272 Quiller & Blake Advertising Limited
Department of Health 
Consumer Product Safety Print/Internet $166,954 Day Advertising Group Inc.
Food Safety Campaign Radio $450,758 Acart Communications Inc.
H1N1/ Pandemic Influenza - Aboriginal component Print/Radio/Internet $516,170 Spirit Creative Advertising & Promotion Inc.
Health and the Environment Print/Radio/Out of home/Internet $1,967,873 BCP Ltée &
Acart Communications
National Anti-Drug Strategy Television/Print/Cinema/Out of home/Internet $4,429,091 Allard Johnson Communications Inc.
Department of Human Resources and Skills Development 
Apprenticeship Completion Grant Table footnote * Radio/Out of home/Internet $1,777,261 Acart Communications Inc.
Canada Student Loan Program Print/Internet $322,298 Allard Johnson Communications Inc.
Elder Abuse Awareness Television/Print/Internet $3,159,083 Acart Communications Inc.
Helping Canadian Workers Table footnote * Television/Radio/Print/Internet $11,401,978 Acart Communications Inc.
Registered Disability Savings Plan Print/Radio $1,851,521 Acart Communications Inc.
Department of Human Resources and Skills Development - Service Canada
Canada Summer Jobs 2010 Print $482,426 Acart Communications Inc.
Department of National Defence 
National Recruitment Television/Print/Out of home/Internet/Cinema $12,144,591 BCP Ltée
Regular Local Recruitment Radio/Print/Internet $2,440,917 BCP Ltée
Reserve Local Recruitment Radio/Print/Internet $504,836 BCP Ltée
Department of Natural Resources Canada
Expanded Eco-Energy Home Retrofit Grant Table footnote * Print/Internet $1,254,474 Compass Communications Inc.
Department of Public Safety and Emergency Preparedness
72 hours - Emergency Prepardness Week 2009 Television $387,547 N/A
Department of Veterans Affairs 
2009 Veteran's Week Television/Print/Out of home/Internet $2,533,977 Hewson Bridge and Smith Ltd.
Financial Consumer Agency of Canada 
Promoting FCAC in Canadian Universities Print $271,880 Compass Communications Inc.
The City public notices Print/Internet $159,381 Ogilvy Montreal Inc.
Promoting FCAC Print/Internet $550,418 Quiller & Blake Advertising Limited
Office of Infrastructure Canada
Infrastructure Canada EAP Advertising Campaign Table footnote * Television/Print/Out of home $7,547,946 Allard Johnson Communications Inc.
Parks Canada Agency 
Parks Canada Real.Inspiring Television/Internet $6,953,968 Hewson Bridge and Smith Ltd. (Phase I) / Ogilvy Montreal Inc. (Phase II)
Public Health Agency of Canada 
H1N1/ Pandemic Influenza Television/Radio/Print/Out of home/Internet $23,533,280 Acart Communications Inc.
Royal Canadian Mounted Police 
National Recruitment Radio/Print/Cinema/Internet $1,621,286 Ogilvy Montreal Inc.
2009-2010 National Aboriginal Campaign Radio/Print/Out of home/Internet $302,824 Spirit Creative Advertising & Promotion Inc.
Table footnote *

Indicates campaigns that fall under the EAP umbrella.

Return to table note *

Public Notices

Public notices, such as those providing information about requests for tenders, public hearings, offers of employment, and business hours and addresses are a form of advertising. Public notices often deal with regional or local matters. Departments have the choice to purchase the media for public notices themselves or to use the services of the Government of Canada's Agency of Record. In 2009-2010, departments purchased $3.7 million in media directly for public notices.

In June 2007, the Minister of Foreign Affairs announced that a series of “passport clinics” would be held nationwide. Passport Canada subsequently set up a Mobile Passport Unit which made itself available onsite at about 125 locations to answer questions about the passport application process, to review the application forms, and to accept duly completed applications for processing. The Mobile Passport Unit program continued in 2009, with a series of passport clinics for the months of April and May in several locations across Canada.

Passport Canada – Mobile Passport Unit

Text description of "Public Notices" is available on a separate page.

Table Summary

This table contains a list of Government of Canada expenditures for media space or time purchased directly by institutions for public notices in fiscal year 2009-2010. The table contains a listing by total amount spent by each federal institution.

Table 3 - Expenditures for Media Purchased Directly by Institutions for Public NoticesTable footnote2
Name of Institution Total Advertising Expenditures (in thousands of dollars)
Royal Canadian Mounted Police $541,173
Department of Public Works and Government Services $453,282
National Film Board $447,717
Department of Transport $445,038
Department of Human Resources and Skills Development $209,677
Canadian Institutes of Health Research $192,789
Department of Human Resources and Skills Development (Service Canada) $181,487
The National Battlefields Commission $171,576
Canadian Environmental Assessment Agency $154,997
Department of Indian Affairs and Northern Development $145,377
Department of Health $122,797
Office of the Director of Public Prosecutions $86,297
Canadian Nuclear Safety Commission $81,653
Office of the Governor General's Secretary $67,298
Correctional Service of Canada $59,802
Canadian Food Inspection Agency $41,475
National Farm Products Council $41,367
National Energy Board $37,425
Department of Fisheries and Oceans $34,214
Canada Revenue Agency $33,583
National Research Council of Canada $29,510
Department of the Environment $27,392
Copyright Board $17,461
Department of Justice $10,701
Public Service Commission $7,245
Canadian Grain Commission $7,130
Canada Border Services Agency $6,117
Department of Foreign Affairs and International Trade $5,542
Department of Western Economic Diversification $3,400
Canadian International Development Agency $3,193
Department of Natural Resources $2,999
Canadian Artists and Producers Professional Relations Tribunal $2,780
Treasury Board $2,578
Economic Development Agency of Canada for the Regions of Quebec $2,465
Canadian Northern Economic Development Agency $2,422
Immigration and Refugee Board $1,380
Department of Veterans Affairs $1,100
Total $3,682,439
Table footnote 2

These figures were provided to Public Works and Government Services Canada by each institution for the purpose of this annual report.

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Services Suppliers

In 2009-2010, Public Works and Government Services Canada issued 96 contracts for advertising planning and creative services. Of these, 71% were call-ups against established Standing Offers, 8% the result of minicompetitions among suppliers on the advertising Supply Arrangement lists and 21% were issued following a request for proposal post on MERX.

Figure 2 - Advertising Expenditure by Procurement Method

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Services Suppliers – Advertising Expenditure by Procurement Method (Pie chart)

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Media

Media placement by type

In recent years, Government of Canada has increased its use of online and new media to advertise. In 2009-2010, however, more traditional forms of media were heavily used for the year's two largest initiatives, the H1N1 influenza pandemic and the Economic Action Plan, because of their ability to reach a broad audience quickly and effectively. As a result, close to 86% of all media spending was in television, radio and print media. Special emphasis was placed on reaching local markets with ads on local stations and in community newspapers.

Figure 3 - 2009-2010 Agency of Record Media Placements by Type

2009-2010 Agency of Record Media Placements by Type (Pie chart)

Text description of "Figure 3 - 2009-2010 Agency of Record Media Placements by Type" is available on a separate page.

Note: Expenditures for magazines, radio, and TV include those for ethnic, Aboriginal, and mainstream audiences.

Source: Government of Canada Agency of Record, Cossette Media of Toronto, a division of Cossette Communication Group. Excludes media purchased directly by institutions for public notices.

Figure 4 - Agency of Record Media Placements by Type 2007-2008 to 2009-2010

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Agency of Record Media Placements by Type 2007-2008 to 2009-2010 (Trend)

Text description of "Figure 4 - Agency of Record Media Placements by Type 2007-2008 to 2009-2010" is available on a separate page.

Source: Government of Canada Agency of Record, Cossette Media of Toronto, a division of Cossette Communication Group. Excludes media purchased directly by institutions for public notices.

Table Summary

This table shows what percentage of expenditures was attributed to the purchase of media placements divided among eight major categories (cinema, Internet, out-of-home, national dailies, print magazines, weeklies/community newspapers, radio, television) by the Government of Canada over the last three fiscal years.

Agency of Record Media Placements 2007-2008 2008-2009 2009-2010
Cinema 0.05% 2.34% 1.49%
Internet 8.79% 13.52% 8.02%
Out-of-home 6.56% 9.84% 4.58%
Print Dailies/National News 14.22% 17.88% 10.61%
Print Magazines 4.92% 2.53% 2.41%
Print Weeklies/Community 10.90% 9.33% 16.82%
Radio 19.26% 13.15% 16.54%
Television 35.30% 31.41% 39.54%

Ethnic, Aboriginal and Official Language Media

In accordance with the Official Languages Act, departments must ensure that their advertising successfully reaches both English and French language communities across Canada. Community media that serve official language minority communities are often the best way to do that. Using official language minority media also supports the government's commitment to enhance the vitality of these communities.

In developing their advertisements and media plans, departments must also take into account the diverse nature of Canadian society. Departments must be sensitive to differences among and within the various regions of Canada, depicting Canada and its peoples in a fair, representative and inclusive manner. They must ensure that their advertising activities respect the requirements of the Canadian Multiculturalism Act and the needs and interests of local and regional populations.

The following charts describe expenditures aimed at official language minority, ethnic and Aboriginal communities.

Figure 5 - Expenditures in Ethnic, Aboriginal and Official Language Media 2007-2008 to 2009-2010

"This table has been modified from the PDF version in order to meet accessibility requirements."

Source: Government of Canada Agency of Record, Cossette Media of Toronto, a division of Cossette Communication Group. Excludes media purchased directly by institutions for public notices.

Table Summary

This table shows Ethnic, Aboriginal and Official Language Media expenditures contained in the Government of Canada's overall advertising expenditures over the past three years.

  Ethnic Aboriginal Official Language TOTAL
2007-2008 $3,131,773 $1,246,143 $3,114,701 $7,492,617
2008-2009 $2,909,758 $733,279 $2,923,132 $6,566,169
2009-2010 Table footnote 3 $6,725,352 $2,261,252 $4,312,414 $13,299,018
Table footnote 3

Expenditures listed include, TV, radio and print media (excluding magazines).

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Figure 6 - 2009-2010 Expenditures in Official Language, Ethnic, and Aboriginal Media by Type

"This table has been modified from the PDF version in order to meet accessibility requirements."

2009-2010 Expenditures in Official Language, Ethnic and Aboriginal Media by Type

Text description of "Figure 6 - 2009-2010 Expenditures in Official Language, Ethnic, and Aboriginal Media by Type" is available on a separate page.

Source: Government of Canada Agency of Record, Cossette Media of Toronto, a division of Cossette Communication Group. Excludes media purchased directly by institutions for public notices.

Table Summary

This table shows 2009-2010 expenditures in specialized print, radio and television aimed at official language, ethnic and Aboriginal and communities, in particular.

  Print Radio Television Table footnote 4 TOTAL
Official Language $2,583,058 $1,452,970 $276,386 $4,312,414
Ethnic $4,406,415 $587,894 $1,731,043 $6,725,352
Aboriginal $478,164 $1,365,100 $417,988 $2,261,252
Table footnote 4

Includes spending in selective outlets only. Spending on national networks, such as Radio-Canada, TVA and TQS that reach mainstream audiences in addition to official language communities are reported under television in Figures 3 and 4.

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