Advertising Expenditures 2013-2014

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Expenditures Summary

Table Summary

This table shows advertising expenditures in million of dollars year over year since 2009-2010.

Table 1 – Advertising Expenditures by Fiscal Year
Fiscal Year In millions of dollars
2013-2014 75.2
2012-2013 69.0
2011-2012 78.5
2010-2011 83.3
2009-2010 136.3

Media Placements by Type

Table 2 – Agency of Record Media Placements by Type in 2013-2014

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 as well as the corresponding percentage of expenditures was attributed to the purchase of media placements divided among eight major categories, by the Government of Canada over the last fiscal year:

  • Cinema: $675,425
  • Internet: $15,562,205
  • Out-of-home: $2,743,773
  • Print dailies: $2,220,165
  • Print magazines: $636,155
  • Weekly/community newspapers: $2,097,566
  • Radio: $6,852,803
  • Television: $26,703,172

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 2009-2010 to 2013-2014.

Table 3 – Agency of Record Media Placements by Type
for 2009-2010 to 2013-2014 in percentages
  2013-2014 2012-2013 2011-2012 2010-2011 2009-2010
Cinema 1.17 1.83 1.19 5.79 1.49
Internet 27.07 19.81 13.69 14.58 8.02
Out-of-home 4.77 3.05 6.40 7.71 4.58
Print Dailies 3.86 1.71 1.94 4.34 10.61
Print Magazines 1.11 1.48 3.92 5.53 2.41
Weekly/Community Newspapers 3.65 9.75 8.31 6.65 16.82
Radio 11.92 2.27 27.74 7.58 16.54
Television 46.45 60.10 36.81 47.83 39.54

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 2013-2014 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 $432,388 $622,363 $80,918 $1,135,669
Ethnic $747,750 $427,811 $665,644 $1,841,205
Aboriginal $50,275 $466,167 $118,956 $635,398

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.

What is advertising and what costs are included?

In the Communications Policy of the Government of Canada, advertising is defined as any message conveyed in Canada or abroad and paid for by the government for placement in media, including but not limited to, newspapers, television, radio, cinema, billboards and other out-of-home media, mobile devices, Internet and any other digital medium. This report includes the costs associated with the production and placement of advertising, including, campaign planning, the development of creative materials, media planning and media placement.

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 2013-2014.

Table 5 – Advertising Expenditures by Institution
Name of Institution Total Expenditures without AOR (Public notices only) Total Expenditures with AOR Total
Aboriginal Affairs and Northern Development Canada 198,352.60 349.70 198,702.30
Agriculture and Agri-Food Canada 0.00 163,424.74 163,424.74
Atlantic Canada Opportunities Agency 0.00 13,637.95 13,637.95
Canada Border Services Agency 18,889.20 0.00 18,889.20
Canada Revenue Agency 14,474.27 7,048,171.76 7,062,646.03
Canadian Environmental Assessment Agency 182,236.61 0.00 182,236.61
Canadian Food Inspection Agency 44,480.64 223,118.13 267,598.77
Canadian Grain Commission 13,847.85 0.00 13,847.85
Canadian Heritage 0.00 28,680.82 149,097.07
Digital campaign managed through PWGSC 0.00 120,416.25
Canadian Institutes of Health Research 309,630.31 0.00 309,630.31
Canadian Northern Economic Development Agency 27,970.58 0.00 27,970.58
Canadian Nuclear Safety Commission 99,711.29 0.00 99,711.29
Canadian Polar Commission 1,080.00 0.00 1,080.00
Canadian Radio-television and Telecommunications Commission 0.00 20,828.76 20,828.76
Citizenship and Immigration Canada 0.00 1,877,342.48 1,877,342.48
Correctional Service Canada 33,502.55 0.00 33,502.55
Department of Finance Canada 0.00 10,543,894.72 10,543,894.72
Department of Justice Canada 9,879.54 14,356.45 24,235.99
Environment Canada 47,526.65 10,029.22 57,555.87
Federal Economic Development Agency for Southern Ontario 4,400.00 0.00 4,400.00
Financial Consumer Agency of Canada 0.00 424,971.77 424,971.77
Fisheries and Oceans Canada 161,187.58 7,584.00 168,771.58
Foreign Affairs, Trade and Development Canada 233,821.55 3,170.12 703,550.97
Digital campaign managed through PWGSC 0.00 466,559.30
Health Canada 1,200.00 5,227,656.58 5,228,856.58
Human Resources and Skills Development Canada 33,138.00 11,633,575.36 11,666,713.36
Immigration and Refugee Board of Canada 998.00 0.00 998.00
Industry Canada 0.00 7,706,706.40 8,598,986.24
Digital campaign managed through PWGSC 0.00 892,279.84
National Battlefields Commission, The 109,725.01 0.00 109,725.01
National Defence 34,592.11 3,058,345.68 3,092,937.79
National Energy Board 185,252.75 0.00 185,252.75
National Farm Products Council 31,280.23 0.00 31,280.23
National Film Board 300,651.68 0.00 300,651.68
National Research Council Canada 52,722.00 11,782.00 64,504.00
Natural Resources Canada 0.00 11,058,800.20 11,058,800.20
Office of the Secretary to the Governor General 72,715.12 0.00 72,715.12
Office of the Superintendent of Financial Institutions 32,806.00 0.00 32,806.00
Parks Canada 223,613.00 1,006,629.95 1,230,242.95
Public Health Agency of Canada 0.00 169,732.50 169,732.50
Public Prosecution Service of Canada 9,674.40 0.00 9,674.40
Public Safety Canada 0.00 4,273,941.91 4,273,941.91
Public Service Commission of Canada 12,435.50 0.00 12,435.50
Public Works and Government Services CanadaFootnote * 162,400.63 631,271.12 793,671.75
Royal Canadian Mounted Police 364,904.13 759,776.69 1,124,680.82
Statistics Canada 1,720.84 66,049.17 67,770.01
Transport Canada 371,836.94 0.00 371,836.94
Veterans Affairs Canada 4,550.00 3,902,115.47 4,338,971.57
Digital campaigns managed through PWGSC 0.00 432,306.10
Western Economic Diversification Canada 8,667.27 0.00 8,667.27
Total: 3,415,874,83 71,797,505.14 75,213,379.97

Footnotes

Footnote *

Total includes expenditures for the Office of the Procurement Ombudsman

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.

Return to footnote * referrer

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