Introduction: 2019 to 2020 Annual Report on Government of Canada Advertising Activities
In fiscal year 2019 to 2020 (April 1, 2019 to March 31, 2020), Government of Canada (GC) advertising expenditures totaled $50.10 million. Of that amount, media expenditures were $44.86 million. A variety of media were used to provide Canadians with information about programs and services, including both digital and traditional media. Again, digital media represented the largest share of total media expenditures receiving 55% ($24.71 million) of the amount, slightly more than the previous year (53%).
Advertising activities ceased on June 30, 2019, prior to the October 2019 federal general election, as required by the Directive on the Management of Communications. Mid-year, following a rigorous, open and transparent procurement process, the GC transitioned to a new Agency of Record contract. The new mandate includes ad verification services to further improve quality control and optimization of advertising budgets. These new services were implemented on December 1, 2019.
In March 2020, with the arrival of the COVID-19 pandemic, national advertising was launched to inform Canadians about measures that the GC was undertaking to support them through these unprecedented times. By the end of the month, $4.50 million was spent on media placement, of which 81% ($3.64 million) was allocated to traditional media and 19% ($857 thousand) to digital media. COVID-19-related advertising continued in fiscal year 2020 to 2021, although this report strictly includes expenditures for fiscal year 2019 to 2020 (ending March 31, 2020).
Fiscal year 2019 to 2020 was the last year of operation of the Online Advertising Unit. All activities ended on March 31, 2020. The Unit had been established at Public Services and Procurement Canada in fiscal year 2013 to 2014, to manage the GC-wide digital advertising fund. The purpose of the fund was to leverage digital advertising to communicate with Canadians rapidly about major announcements and priorities, including unforeseen issues. The Government’s needs in this regard are now managed by the institutions responsible for the related programs and services.
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