Advertising Expenditures

Expenditures Summary

Table Summary This table shows advertising expenditures in million of dollars year over year since 2006-2007.
Table 1 - Advertising Expenditures by Fiscal Year
Fiscal Year In Millions of Dollars
2011-2012 78.5
2010-2011 83.3
2009-2010 136.3
2008-2009 79.5
2007-2008 84.1

Media Placement by Type

Table Summary This table shows the amount in millions of dollars as well as the corresponding 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 fiscal year.
Table 2 - Agency of Record Media Placements by Type in 2011-2012
  In Millions of Dollars In Percentage
Cinema 0.74 1.19
Internet 8.51 13.69
Out-of-home 3.98 6.40
Print Dailies/National News 1.21 1.94
Print Magazines 2.43 3.92
Print Weeklies/Community 5.17 8.31
Radio 17.24 27.74
Television 22.88 36.81

Note: The total for Print Weeklies/Community is higher than other print media because it includes official language, ethnic and Aboriginal newspapers.

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 for 2007-2008 to 2011-2012.
Table 3 - Agency of Record Media Placements by Type for 2007-2008 to 2011-2012 in percentages
  2011-2012 2010-2011 2009-2010 2008-2009 2007-2008
Cinema 1.19 5.79 1.49 2.34 0.05
Internet 13.69 14.58 8.02 13.52 8.79
Out-of-home 6.40 7.71 4.58 9.84 6.56
Print Dailies/National News 1.94 4.34 10.61 17.88 14.22
Print Magazines 3.92 5.53 2.41 2.53 4.92
Print Weeklies/Community 8.31 6.65 16.82 9.33 10.90
Radio 27.74 7.58 16.54 13.15 19.26
Television 36.81 47.83 39.54 31.41 35.30

Note: The total for Print Weeklies/Community is higher than other print media because it includes official language, ethnic and Aboriginal newspapers.

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

Ethnic, Aboriginal and Official Language Media

Table Summary This table shows 2011-2012 expenditures in specialized print, radio and television aimed at official language, ethnic and Aboriginal and communities, in particular.
Table 4 - Expenditures in Ethnic, Aboriginal and Official Language Media
  Print Radio Television Total
Official Language $901,388 $1,494,390 $123,601 $2,519,379
Ethnic $1,798,605 $514,621 $1,505,503 $3,818,729
Aboriginal $206,746 $947,983 $120,741 $1,275,470

Notes:
The print category excludes spending in magazines.

Official language television 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 minority communities, are reported in Table 2.

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.

Expenditures by Institution

Table Summary This table lists Government of Canada institutions by total amount spent by each on advertising activities with and without the Agency of Record in 2011-2012.
Table 5 - Advertising Expenditures by Institution
Name of Institution Total Expenditures with AOR Total Expenditures without AOR
(Public notices only)
Total
Atlantic Canada Opportunities Agency 0 91 91
Canada Border Services Agency 14,610 13,963 28,573
Canada Industrial Relations Board 0 615 615
Canada Revenue Agency 6,705,559 26,287 6,731,846
Canadian Artists and Producers Professional Relations Tribunal 0 2,475 2,475
Canadian Centre for Occupational Health and Safety 1,976 0 1,976
Canadian Environmental Assessment Agency 0 164,957 164,957
Canadian Food Inspection Agency 303,289 120,519 423,808
Canadian Grain Commission 0 49,517 49,517
Canadian Institutes of Health Research 0 235,134 235,134
Canadian Northern Economic Development Agency 12,922 0 12,922
Canadian Nuclear Safety Commission 0 49,040 49,040
Canadian Radio-television and Telecommunications Commission 250,198 0 250,198
Correctional Service of Canada 29,435 56,115 85,550
Department of Agriculture and Agri-Food 3,032,307 0 3,032,307
Department of Canadian Heritage 3,069,261 0 3,069,261
Department of Citizenship and Immigration 3,764,486 679 3,765,165
Department of Finance 7,226,520 0 7,226,520
Department of Fisheries and Oceans 83,811 277,317 361,128
Department of Foreign Affairs and International Trade 11,435 16,380 27,815
Department of Health 7,244,075 3,000 7,247,075
Department of Human Resources and Skills Development 11,614,532 316,717 11,931,249
Department of Indian Affairs and Northern Development 227,463 96,570 324,033
Department of Industry 83,676 0 83,676
Department of Justice 0 9,635 9,635
Department of National Defence 5,813,278 45,379 5,858,657
Department of Natural Resources 5,247,758 0 5,247,758
Department of Public Safety and Emergency Preparedness 1,309,152 0 1,309,152
Department of Public Works and Government Services 61,961 480,763 542,724
Department of the Environment 169,049 21,201 190,250
Department of Transport 24,013 339,910 363,923
Department of Veterans Affairs 3,564,905 935 3,565,840
Federal Economic Development Agency for Southern Ontario 0 19,960 19,960
Financial Consumer Agency of Canada 217,881 0 217,881
Immigration and Refugee Board 0 82,971 82,971
Indian Residential Schools Truth and Reconciliation Commission Secretariat 0 48,158 48,158
National Energy Board 0 63,090 63,090
National Farm Products Council 858 0 858
National Film Board 0 695,743 695,743
National Research Council of Canada 571,061 14,959 586,020
Office of the Commissioner for Federal Judicial Affairs 72,779 0 72,779
Office of the Director of Public Prosecutions 0 20,378 20,378
Office of the Governor General's Secretary 0 39,477 39,477
Parks Canada Agency 571,180 0 571,180
Passport Canada 29,085 0 29,085
Public Health Agency of Canada 240,535 0 240,535
Public Service Commission 0 34,407 34,407
Public Service Labour Relations Board 0 515 515
Registry of the Competition Tribunal 0 89,049 89,049
Royal Canadian Mounted Police 1,512,668 291,429 1,804,097
Statistics Canada 11,332,071 202,758 11,534,829
The National Battlefields Commission 0 147,553 147,553
Total: 74,413,788 4,077,644 78,491,432

Source: 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 cost for all types of advertising activities.

PWGSC issued 46 contracts for advertising planning and creative services in 2011-2012. Of these, 87% were call-ups against established Standing Offers, 9% were the result of mini-competitions between suppliers on the advertising Supply Arrangement List and 4% were issued following a request for proposals posted on MERX.

Table Summary This table is a list of Government of Canada Advertising Services Suppliers for 2011-2012, categorized by the different types of contracting tools (ex. National Standing Offers, Supply Arrangements, etc.).
Government of Canada Advertising Suppliers
National Standing Offers Acart Communications Inc.Footnote *
Agency 59 Ltd.Footnote *
kbs+p canada Footnote *
Communications Bleublancrouge Inc.Footnote *
Compass Communications Inc.Footnote *
Manifest Communications Inc.Footnote *
Ogilvy Montréal Inc.Footnote *
Quiller & Blake Advertising Ltd.Footnote *
National Public Notice Standing Offers Brad Inc.Footnote *
Compass Communications Inc.Footnote *
Day Advertising Group Inc.Footnote *
Quiller & Blake Advertising Ltd.Footnote *
National Aboriginal Set-Aside Standing Offers Poirier Communications Ltd.Footnote *
Supply Arrangements Acart Communications Inc.Footnote *
Agency 59 Ltd.Footnote *
kbs+p canadaFootnote *
Brad Inc.Footnote *
Cartier Communications Marketing Inc.
Communications Bleublancrouge Inc.Footnote *
M5 Marketing Communications Inc.Footnote *
Manifest Communications Inc.Footnote *
Marketel/McCann-Erickson Ltd.
Ogilvy & MatherFootnote *
Ogilvy Montréal Inc.Footnote *
Palm + Havas Inc.Footnote *
Poirier Communications Ltd.Footnote *
Target Marketing & Communications Inc.Footnote *
Regional Standing Offers Western Region
McKim Cringan GeorgeFootnote *
Ontario Region
Acart Communications Inc.Footnote *
Quebec Region
Ogilvy Montréal Inc.Footnote *
Atlantic Region
Compass Communications Inc.Footnote *
Contracts Awarded to Firms through MERX Palm + Havas Inc.Footnote *
BCP LtéeFootnote *
kbs+p canadaFootnote *
Manifest Communications Inc.Footnote *
Ogilvy Montréal Inc.Footnote *
Acart Communications Inc.Footnote *
Ogilvy & MatherFootnote *

Footnotes

Footnote *

Indicates Government of Canada Advertising Services Suppliers that were awarded contracts for 2011-2012.

Return to footnote *

Expenditures by Major Campaign (campaigns exceeding $500K in production and media)

Table Summary This table is a list of expenditures by major campaigns by institution for fiscal year 2011-2012. The table contains an alphabetical listing by federal institution, the name of the campaign, a description of the campaign, the media used, the creative agency used, and the amount spent for each of them.
Table 6 - Advertising Expenditures by Major Campaign
Campaign and Description Creative Agency Cost Tele-
vision
Print Radio Inter-
net
Cin-
ema
Out- of- home
Canada Revenue Agency
Tax Relief Measures Footnote **: The campaign provided information on the various tax relief measures available under the Economic Action Plan. Canadians were also encouraged to file their Income Tax and Benefit Return on time and on-line to claim the credits and benefits to which they were entitled. kbs+p canada 6,705,559 Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out
Canadian Heritage
Digital Television Transition: The campaign let the public know about the Digital TV toll free information line and website that was put in place to help Canadian households adapt to the change from analog to digital television broadcasting in Canada. Communications Bleublancrouge Inc. 1,736,929   Indicates the type of campaign carried out Indicates the type of campaign carried out      
Commemoration of the War of 1812: The campaign commemorated the bicentennial of the War of 1812. It educated the public about the lasting legacy of the fight for Canada and important historical figures of the war. Canadians were also encouraged to get involved in the activities and events planned in their communities. Ogilvy Montréal Inc./Acart Communications Inc. 1,326,286 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Department of Citizenship and Immigration
Services to Newcomers: The campaign informed newcomers in urban centers and people who had been in Canada less than three years, about the services available to help them adapt to life in their new country. Products were printed in 14 languages and broadcast in 8 languages to ensure the message was clear and well understood by ethnic communities. M5 Marketing Communications Inc. 1,842,303 Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out    
Combating Immigration Fraud: The campaign was designed to inform people wanting to immigrate, or stay in Canada, about the risks of immigration fraud. The advertisements targeted newcomers to Canada and family members of would-be immigrants already in Canada and focused on crooked immigration consultants and marriage fraud. Quiller & Blake Advertising Ltd. 1,852,582 Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out   Indicates the type of campaign carried out
Department of Finance
Jobs and Growth Footnote **: The campaign informed Canadians about the various measures and benefits in the next phase of Canada's Economic Action Plan and steps they can take. It highlighted opportunities such as training for young people, retraining for older workers, support for small business and manufacturers. The public was invited to consult Action plan and 1 800 O-Canada to learn more about the programs available to them. Acart Communications Inc. 4,779,865 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Measures in Budget 2011 Footnote **: The campaign focused on the next phase of the government's plan to create jobs and protect Canadians during the global recession. It highlighted opportunities, such as tax incentives, apprenticeship grants and education programs available to Canadians to improve their situation. Agency 59 Ltd. 2,446,656   Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out    
Department of Human Resources and Skills Development
Apprenticeship Grants Footnote **: The campaign encouraged groups underrepresented in the trades, specifically women, newcomers, people with disabilities and Aboriginals to complete apprenticeships in designated Red Seal Programs. It promoted grants of up to $4,000 for eligible recipients for tuition, travel, tools or other expenses. M5 Marketing Communications Inc. 2,292,112   Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out
Better Jobs Footnote **: The campaign promoted the importance of acquiring and upgrading professional skills and pursuing post-secondary education in order to secure a better job. Aimed at Canadian youth aged 15 to 30, it highlighted the resources, programs and services available to students to enhance skills and provide financial assistance. Acart Communications Inc. 4,778,243 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Elder Abuse: The campaign educated seniors and near-seniors on the signs and symptoms of elder abuse and where to get help. Families and professionals who work with seniors (e.g. doctors, financial planners, financial institutions, lawyers) were also targeted to help them identify people at risk. Acart Communications Inc. 4,155,337 Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out    
Department of Health
National Anti-Drug Strategy: The DrugsNot4Me campaign, which is part of the National Anti-Drug Strategy, informed youth and parents about the dangers associated with illicit drugs. Drug prevention messages directed at youth were complemented by the promotion of tools, available from Health Canada, to help parents talk to their teens about drugs. kbs+p canada 5,561,983 Indicates the type of campaign carried out     Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out
Department of National Defence
Priority Occupations: DND continued its national recruitment efforts with the Priority Occupations campaign. The main objectives for 2011-2012 were to build and sustain awareness of full- and part-time job opportunities and to dispel myths and misconceptions about life in the Forces. The campaign encouraged women, Aboriginals and visible minorities to visit a Canadian Forces recruiting centre or to get more information through the FORCES.CA (www) website or toll free number. Agency 59 Ltd./
Poirier Communications Ltd.
4,610,076 Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out
Department of Natural Resources
ecoENERGY Retrofit — Homes Program: The campaign informed homeowners of the opportunity to receive grants up to $5,000 to make their homes more energy-efficient and reduce the burden of high energy costs. Homeowners were informed of the process to follow to apply for the grant and to consult the website for more information. Acart Communications Inc. 5,247,758 Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out
Department of Public Safety
Get Cyber Safe: The national public awareness campaign was created in collaboration with international security groups to educate users about Internet security and the simple steps that can be taken to protect yourself online. Manifest Communications Inc. 1,309,152     Indicates the type of campaign carried out Indicates the type of campaign carried out    
Department of Veterans Affairs
2011 Remembrance Vignette: The 2011 Remembrance Vignette recognized Canada's Veterans, young and old, male and female, whenever and wherever they served. The campaign directed television viewers to Veterans Affairs Canada where they could find more information on Veterans Week activities. Ogilvy Montréal Inc. 3,249,092 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Royal Canadian Mounted Police
National Recruitment Campaign: The campaign supported the RCMP's goal to have a workforce reflective of the communities it serves. Women, visible minorities and aboriginal cadets were encouraged to get more information on careers and opportunities for them in Canada's national police force. Ogilvy Montréal Inc./Poirier Communications Ltd. 1,472,363   Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out
Statistics Canada
2011 Census: The 2011 Census campaign explained the importance of the questionnaire and encouraged the public to complete it promptly, accurately and online. It included assurances that their personal and confidential information was protected under the Statistics Act. BCP Ltée 10,710,366   Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out
Footnote **

Indicates campaigns that fall under the Economic Action Plan umbrella.

Return to footnote **

Document "2011-2012 Annual Report on Government of Canada Advertising Activities" Navigation