Advertising Expenditures

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Expenditures Summary

Table Summary This table shows advertising expenditures in million of dollars year over year since 2008-2009.
Table 1 – Advertising Expenditures by Fiscal Year
Fiscal Year In Millions of Dollars
2012-2013 69.0
2011-2012 78.5
2010-2011 83.3
2009-2010 136.3
2008-2009 79.5

Media Placements by Type

Agency of Record Media Placements by Type. See text description below.

Text description of the Agency of Record Media Placements by Type This pie chart shows the amount in millions of dollars for expenditures attributed to the purchase of media placements, divided among eight major categories by the Government of Canada over the last fiscal year:

  • cinema - $1,007,852
  • Internet - $10,883,911
  • out-of-home - $1,674,894
  • national dailies - $938,843
  • print magazines $813,960
  • weekly/community newspapers - $5,355,367
  • radio - $1,245,127
  • television - $33,012,727

Note: The total for Weekly/Community Newspapers 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 2008-2009 to 2012-2013.
Table 3 – Agency of Record Media Placements by Type for 2008-2009 to 2012-2013 in percentages
  2012-2013 2011-2012 2010-2011 2009-2010 2008-2009
Cinema 1.83 1.19 5.79 1.49 2.34
Internet 19.81 13.69 14.58 8.02 13.52
Out-of-home 3.05 6.40 7.71 4.58 9.84
Print Dailies 1.71 1.94 4.34 10.61 17.88
Print Magazines 1.48 3.92 5.53 2.41 2.53
Weekly/Community Newspapers 9.75 8.31 6.65 16.82 9.33
Radio 2.27 27.74 7.58 16.54 13.15
Television 60.10 36.81 47.83 39.54 31.41

Note: The total for Weekly/Community Newspapers 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.

Official Language, Ethnic and Aboriginal Media

Table Summary This table shows 2012-2013 expenditures in specialized print, radio and television aimed at official language, ethnic and Aboriginal and communities, in particular.
Table 4 – Expenditures in Official Language, Ethnic, and Aboriginal Media
  Print Radio Television Total
Official Language $732,451 $161,687 $330,548 $1,224,686
Ethnic $1,693,275 $183,144 $1,239,228 $3,115,647
Aboriginal $58,127 $353,417 $204,320 $615,864

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 Tables 2 and 3.

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 2012-2013.
Table 5 – Advertising Expenditures by Institution
Name of Institution Total Expenditures with AOR Total Expenditures without AOR
(Public notices only)
Total
Canada Border Services Agency 1,580 1,580
Canada Revenue Agency 7,020,497 30,524 7,051,021
Canadian Environmental Assessment Agency 154,056 154,056
Canadian Food Inspection Agency 98,581 50,692 149,273
Canadian Grain Commission 59,914 59,914
Canadian Institutes of Health Research   399,136 399,136
Canadian Northern Economic Development Agency   11,743 11,743
Canadian Nuclear Safety Commission   106,060 106,060
Canadian Polar Commission   375 375
Canadian Radio-television and Telecommunications Commission 194,128 194,128
Correctional Service of Canada   12,220 12,220
Courts Administration Service   5,905 5,905
Department of Agriculture and Agri-Food 641,673   641,673
Department of Canadian Heritage 4,127,409 2,967 4,130,376
Department of Citizenship and Immigration 4,639,652 2,501 4,642,153
Department of the Environment 28,500 29,330 57,830
Department of Finance 14,891,026   14,891,026
Department of Fisheries and Oceans 8,869 262,444 271,313
Department of Foreign Affairs and International TradeFootnote* 1,611,990 225,542 1,837,532
Department of Health 5,946,720   5,946,720
Department of Human Resources and Skills Development 9,392,600 74,212 9,466,812
Department of Indian Affairs and Northern Development 283,166 91,485 374,651
Department of Industry 16,375   16,375
Department of Justice 21,313 567 21,880
Department of National Defence 3,557,143 34,132 3,591,275
Department of Natural Resources 8,228,706   8,228,706
Department of Public Works and Government Services 89,463 249,073 338,536
Department of Transport   289,247 289,247
Department of Veterans Affairs 3,497,181 1,300 3,498,481
Economic Development Agency of Canada for the Regions of Quebec   2,898 2,898
Federal Economic Development Agency for Southern Ontario   22,640 22,640
Financial Consumer Agency of Canada 229,235 229,235
Immigration and Refugee Board   97,770 97,770
National Energy Board   70,186 70,186
National Farm Products Council   63,023 63,023
National Film Board   359,918 359,918
National Research Council of Canada 64,303 48,244 112,548
Office of the Coordinator, Status of Women 206,263   206,263
Office of the Director of Public Prosecutions   24,903 24,903
Office of the Governor General's Secretary   134,988 134,988
Office of the Superintendent of Financial Institutions   699 699
Parks Canada Agency 412,099 154,715 566,814
Public Health Agency of Canada 365,489   365,489
Public Service Commission   8,997 8,997
Public Service Labour Relations Board   759 759
Registry of the Competition Tribunal   41,026 41,026
Royal Canadian Mounted Police 2,846 198,027 200,874
The National Battlefields Commission   142,547 142,547
Total: 65,575,227 3,466,345 69,041,572

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 costs for all types of advertising activities.

Government of Canada Advertising Suppliers

PWGSC awarded 27 contracts for advertising planning and creative services in 2012-2013. Of these, 89% were call-ups against established Standing Offers, 4% were the result of competitions between suppliers on the advertising Supply Arrangement List and 7% were issued following a request for proposals posted on MERX.

National Standing Offers

National Public Notice Standing Offers

National Aboriginal Set-Aside Standing Offers

Supply Arrangements

Regional Standing Offers

Contracts Awarded to Firms through MERX

Footnotes

Footnote **

Indicates Government of Canada Advertising Services Suppliers that were awarded contracts for 2012-2013.

Return to footnote ** referrer

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 2012-2013. 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 – 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 Savings: The campaign encouraged Canadian taxpayers to claim the various tax relief measures introduced by the Government of Canada to help individuals, families and small businesses, and to file their tax returns online and on time. Acart Communications Inc. 7,020,497 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 Canadian Heritage
War of 1812: Commemorating the bicentennial of the War of 1812, the campaign raised awareness about the lasting legacy of the fight for Canada and the important historical figures of the war. Canadians were also encouraged to get involved in the activities and events planned in their communities. Acart Communications Inc.
and Ogilvy Montréal Inc.
4,118,772 Indicates the type of campaign carried out   Indicates the type of campaign carried out Indicates the type of campaign carried out    
Department of Citizenship and Immigration
Services to Newcomers: The 2012-2013 campaign built on the success of previous Services to Newcomers campaigns with information about the services available to help newcomers make a new home in Canada and to succeed in the Canadian workplace. Acart Communications Inc.
and M5 Marketing Communications Inc.
3,723,952 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
Combating Immigration Fraud: The campaign raised awareness of immigration fraud, including marriage fraud, and informed newcomers and families of would-be immigrants already in Canada of their rights and responsibilities. Quiller & Blake Advertising Ltd. 828,648 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
Canada’s Economic Action Plan: The campaign highlighted the measures and programs from the Economic Action Plan 2012 that are available to help Canadians, to grow the economy, to fuel job creation and to increase Canada’s international competitiveness. Acart Communications Inc. 14,891,026 Indicates the type of campaign carried out   Indicates the type of campaign carried out Indicates the type of campaign carried out    
Department of Foreign Affairs and International Trade
Information for Travellers: The campaign directed Canadians travelling abroad to take advantage of the invaluable and comprehensive travel information available at the new one-stop, all-inclusive travel.gc.ca website. Communications Bleublancrouge Inc. 826,197       Indicates the type of campaign carried out    
Supporting Canadian Business in Foreign Markets: The campaign informed Canadian businesses of bilateral and regional trade agreements and other benefits that have been secured by the Government of Canada to help them succeed in foreign markets. Manifest Communications Inc. 774,910   Indicates the type of campaign carried out Indicates the type of campaign carried out Indicates the type of campaign carried out    
Department of Health
Protecting Health and Safety of Canadians: The campaign promoted practical information that Canadian parents and consumers can easily access to help them protect the health and safety of their families and make informed purchase decisions. Ogilvy Montréal Inc. 5,009,748 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 Human Resources and Skills Development
Better Jobs: The campaign highlighted the contribution that post-secondary education and professional skills make to securing a good job and provided information on skills training and education programs that are available from the Government of Canada. Acart Communications Inc. 6,098,973 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Old Age Security: The purpose of this campaign was to communicate the changes to Old Age Security, the facts about Canada’s pension plans, the importance of planning for retirement and where to go for detailed information. Quiller & Blake Advertising Ltd. 3,142,107   Indicates the type of campaign carried out   Indicates the type of campaign carried out    
Department of National Defence
Priority Occupations: National Defence continued its efforts to build and sustain awareness of full- and part-time job opportunities and to dispel myths about life in the Forces. The campaign also encouraged women, Aboriginals and visible minorities seeking information about career and educational opportunities to visit forces.ca or a Canadian Forces Recruiting Centre. Acart Communications Inc. 3,453,392 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
Department of Natural Resources
Responsible Resource Development: The campaign informed Canadians about the significance of natural resources to Canada’s economic well-being, job creation and quality of life, and how the Government is supporting the timely development of resources via regulatory reform and programs and services aimed at protecting the environment. M5 Marketing Communications Inc. 8,228,706 Indicates the type of campaign carried out     Indicates the type of campaign carried out    
Department of Veterans Affairs
Remembrance Week 2012: The 2012 Remembrance Week campaign recognized the contributions made by Canada’s Veterans, young and old, male and female, whenever and wherever they served and encouraged all Canadians to learn more and to get involved in Veteran’s Week by visiting veterans.gc.ca. Compass Communications Inc. 3,488,181 Indicates the type of campaign carried out Indicates the type of campaign carried out   Indicates the type of campaign carried out    

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