Government of Canada media expenditures with the Agency of Record: Annual Report on Government of Canada Advertising Activities 2021 to 2022

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This section provides information on advertising expenditures for all media placement made through the Agency of Record (AOR), on behalf of Government of Canada (GC) institutions. Amounts represent net media costs paid to media suppliers for the purchase of advertising space and time. Fees paid to the AOR to perform the media placement, as well as media planning and creative production expenditures are excluded.

Figures 3 to 6 provide total media expenditures and the distribution by media type. Figures 7 to 14 provide details on digital and traditional media expenditures, and tables 1 to 7 provide details on media expenditures for all media placement in English and French, and in ethnic, Indigenous and international media. Additionally, a special section provides details on media expenditures of COVID-19 campaigns.

Note

Values are rounded to the nearest whole number. The sum of values may not add up exactly to the totals indicated due to rounding.

Total media expenditures

Figure 3: Media expenditures over 5 years

Figure 3: Media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents an overview of total media expenditures in digital and traditional media, in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 1: Table for figure 3: Media expenditures over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Digital $18,153,526 $22,927,081 $24,711,751 $50,972,886 $64,052,570
Traditional $9,610,188 $20,115,347 $20,147,394 $55,994,827 $56,604,884
Total $27,763,715 $43,042,428 $44,859,145 $106,967,712 $120,657,455

Figure 4: Distribution of media expenditures over 5 years

Figure 4: Distribution of media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of total media expenditures in digital and traditional media over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 2: Table for figure 4: Distribution of media expenditures over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Digital 65% 53% 55% 48% 53%
Traditional 35% 47% 45% 52% 47%
Total 100% 100% 100% 100% 100%

Figure 5: Media expenditures by media type over 5 years

Figure 5: Media expenditures by media type over 5 years - See image description below.
Image description

This vertical bar graphic presents total media expenditures in digital and traditional media by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The digital media types are display programmatic, social media, search engine marketing and display non-programmatic. The traditional media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 3: Table for figure 5: Media expenditures by media type over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Digital
Display programmatic $1,074,858 $435,430 $1,955,100 $21,144,891 $25,457,511
Social media $7,755,521 $7,617,926 $8,561,088 $19,905,460 $21,205,519
Search engine marketing $2,258,743 $4,739,636 $4,570,668 $5,883,032 $9,904,297
Display non-programmatic $7,064,404 $10,134,089 $9,624,895 $4,039,503 $7,485,244
Traditional
Television $4,470,942 $13,575,701 $11,737,577 $30,125,369 $32,065,753
Radio $391,916 $799,671 $2,352,370 $11,590,073 $11,669,182
Print $570,196 $2,921,078 $2,385,990 $9,312,472 $6,511,880
Out-of-home $4,177,134 $2,818,896 $3,671,456 $4,966,913 $6,358,070
Total $27,763,715 $43,042,428 $44,859,145 $106,967,712 $120,657,455

Figure 6: Distribution of media expenditures by media type over 5 years

Figure 6: Distribution of media expenditures by media type over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of total media expenditures in digital and traditional media by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The digital media types are display programmatic, social media, search engine marketing and display non-programmatic. The traditional media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 4: Table for figure 6: Distribution of media expenditures by media type over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Digital
Display programmatic 4% 1% 4% 20% 21%
Social media 28% 18% 19% 19% 18%
Search engine marketing 8% 11% 10% 5% 8%
Display non-programmatic 25% 24% 21% 4% 6%
Traditional
Television 16% 32% 26% 28% 27%
Radio 1% 2% 5% 11% 10%
Print 2% 7% 5% 9% 5%
Out-of-home 15% 7% 8% 5% 5%
Total 100% 100% 100% 100% 100%

Figure 7: Digital media expenditures over 5 years

Media placement on YouTube is included under Display programmatic.

Figure 7: Digital media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents digital media expenditures by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are display programmatic, social media, search engine marketing and display non-programmatic. The graphic is for illustration purposes. The information illustrated by the graphic is the following:

Table 5: Table for Figure 7: Digital media expenditures over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Display programmatic $1,074,858 $435,430 $1,955,100 $21,144,891 $25,457,511
Social media $7,755,521 $7,617,926 $8,561,088 $19,905,460 $21,205,519
Search engine marketing $2,258,743 $4,739,636 $4,570,668 $5,883,032 $9,904,297
Display non-programmatic $7,064,404 $10,134,089 $9,624,895 $4,039,503 $7,485,244
Total $18,153,526 $22,927,081 $24,711,751 $50,972,886 $64,052,570

Figure 8: Distribution of digital media expenditures over 5 years

Media placement on YouTube is included under Display programmatic.

Figure 8: Distribution of digital media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of digital media expenditures by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are daily programmatic, social media, search engine marketing and display non-programmatic. The graphic is for illustration purposes. The information illustrated by the graphic is the following:

Table 6: Table for figure 8: Distribution of digital media expenditures over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Display programmatic 6% 2% 8% 41% 40%
Social media 43% 33% 35% 39% 33%
Search engine marketing 12% 21% 18% 12% 15%
Display non-programmatic 39% 44% 39% 8% 12%
Total 100% 100% 100% 100% 100%

Figure 9: Social media expenditures over 5 years

Figure 9: Social media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents social media expenditures by platform in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Facebook/Instagram, Twitter, Snapchat, TikTok, LinkedIn and Pinterest. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 7: Table for figure 9: Social media expenditures over 5 years
Platform 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Facebook/Instagram $5,684,613 $5,399,912 $5,854,469 $11,649,636 $11,423,728
Twitter $941,505 $839,447 $1,119,479 $3,244,935 $3,560,440
Snapchat $406,845 $565,814 $920,635 $2,867,196 $2,223,055
TikTok $0 $0 $0 $377,019 $1,717,617
LinkedIn $722,559 $812,753 $666,505 $1,501,624 $1,615,981
Pinterest $0 $0 $0 $265,048 $664,698
Total $7,755,521 $7,617,926 $8,561,088 $19,905,460 $21,205,519

Figure 10: Distribution of social media expenditures over 5 years

Figure 10: Distribution of social media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of social media expenditures by platform over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Facebook/Instagram, Twitter, Snapchat, TikTok, LinkedIn and Pinterest. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 8: Table for figure 10: Distribution of social media expenditures over 5 years
Platform 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Facebook/Instagram 73% 71% 68% 59% 54%
Twitter 12% 11% 13% 16% 17%
Snapchat 5% 7% 11% 14% 10%
TikTok 0% 0% 0% 2% 8%
LinkedIn 9% 11% 8% 8% 8%
Pinterest 0% 0% 0% 1% 3%
Total 100% 100% 100% 100% 100%

Figure 11: Search engine marketing media expenditures over 5 years

Figure 11: Search engine marketing media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents search engine marketing media expenditures by platform in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Google, Bing and Apple Search Ads. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 9: Table for figure 11: Search engine marketing media expenditures over 5 years
Platform 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Google $2,160,430 $4,531,536 $4,265,187 $5,051,618 $8,757,234
Bing $98,312 $208,100 $305,482 $573,370 $1,147,062
Apple Search Ads $0 $0 $0 $258,044 $0
Total $2,258,743 $4,739,636 $4,570,668 $5,883,032 $9,904,297

Figure 12: Distribution of search engine marketing media expenditures over 5 years

Figure 12: Distribution of search engine marketing media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of search engine marketing media expenditures by platform over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Google, Bing and Apple Search Ads. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 10: Table for figure 12: Distribution of search engine marketing media expenditures over 5 years
Platform 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Google 96% 96% 93% 86% 88%
Bing 4% 4% 7% 10% 12%
Apple Search Ads 0% 0% 0% 4% 0%
Total 100% 100% 100% 100% 100%

Figure 13: Traditional media expenditures over 5 years

Figure 13: Traditional media expenditures over 5 years - See image description below.
Image description

This vertical bar graphic presents traditional media expenditures by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 11: Table for figure 13: Traditional media expenditures over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Television $4,470,942 $13,575,701 $11,737,577 $30,125,369 $32,065,753
Radio $391,916 $799,671 $2,352,370 $11,590,073 $11,669,182
Print $570,196 $2,921,078 $2,385,990 $9,312,472 $6,511,880
Out-of-home $4,177,134 $2,818,896 $3,671,456 $4,966,913 $6,358,070
Total $9,610,188 $20,115,347 $20,147,394 $55,994,827 $56,604,884

Figure 14: Distribution of traditional media expenditures by quarter over 5 years

Figure 14: Distribution of traditional media expenditures by quarter over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution of traditional media expenditures by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 12: Table for figure 14: Distribution of traditional media expenditures by quarter over 5 years
Media 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
Television 47% 67% 58% 54% 57%
Radio 4% 4% 12% 21% 21%
Print 6% 15% 12% 17% 12%
Out-of-home 43% 14% 18% 9% 11%
Total 100% 100% 100% 100% 100%

Figure 15: Media expenditures by quarter over 5 years

Figure 15: Media expenditures by quarter over 5 years - See image description below.
Image description

This vertical bar graphic presents total media expenditures by fiscal year quarter over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The fiscal year quarters are April to June, July to September, October to December and January to March. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 13: Table for figure 15: Media expenditures by quarter over 5 years
Fiscal year quarter 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
April to June $2,024,184 $2,991,500 $31,189,476 $20,495,792 $36,304,752
July to September $2,412,338 $3,051,747 $277,813 $7,787,842 $16,509,445
October to December $7,353,217 $15,346,757 $2,808,375 $33,501,262 $8,832,678
January to March $15,973,975 $21,652,423 $10,583,481 $45,182,816 $59,010,581
Total $27,763,715 $43,042,428 $44,859,145 $106,967,712 $120,657,455

Figure 16: Distribution of media expenditures by quarter over 5 years

Figure 16: Distribution of media expenditures by quarter over 5 years - See image description below.
Image description

This vertical bar graphic presents the percentage distribution total media expenditures by fiscal year quarter over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The fiscal year quarters are April to June, July to September, October to December and January to March. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:

Table 14: Table for figure 16: Distribution of media expenditures by quarter over 5 years
Fiscal year quarter 2017 to 2018 2018 to 2019 2019 to 2020 2020 to 2021 2021 to 2022
April to June 7% 7% 70% 19% 30%
July to September 9% 7% 1% 7% 14%
October to December 26% 36% 6% 31% 7%
January to March 58% 50% 24% 42% 49%
Total 100% 100% 100% 100% 100%

Official languages

Reaching Canadians in the official language of their choice, regardless of where they reside, is a mandatory requirement for GC advertising. All media plans are developed, reviewed and approved in accordance with this requirement. Amounts in the tables below include media expenditures for all media placement in English and French. Table 1 provides an overview and tables 2 and 3 provide details on digital and traditional media expenditures.

Media expenditures by official language are based on ad language. Media expenditures for bilingual ads are divided equally between English and French.

Table 15: Table 1: Overview of media expenditures in English and French
  English Distribution French Distribution Total
Media Expenditures Expenditures
Digital $46,963,288 74% $16,444,423 26% $63,407,711
Traditional $43,070,428 80% $10,482,750 20% $53,553,178
Total $90,033,716 77% $26,927,173 23% $116,960,889
Table 16: Table 2: Digital media expenditures in English and French
  English Distribution French Distribution Total
Media Expenditures Expenditures
Display programmatic $18,587,320 73% $6,833,499 27% $25,420,819
Social media $15,791,295 75% $5,143,680 25% $20,934,975
Search engine marketing $6,987,013 73% $2,623,727 27% $9,610,740
Display non-programmatic $5,597,661 75% $1,843,517 25% $7,441,177
Total $46,963,288 74% $16,444,423 26% $63,407,711
Table 17: Table 3: Traditional media expenditures in English and French
  English Distribution French Distribution Total
Media Expenditures Expenditures
Television $27,217,761 88% $3,841,627 12% $31,059,388
Radio $7,954,188 75% $2,607,430 25% $10,561,618
Out-of-home $3,265,693 51% $3,092,377 49% $6,358,070
Print $4,632,787 83% $941,316 17% $5,574,103
Total $43,070,428 80% $10,482,750 20% $53,553,178

Ethnic and Indigenous media

Ethnic and Indigenous media are also used to reach ethnic and Indigenous audiences. The media are multilingual and can include ads in various languages as well as English and French. Amounts in the tables below include media expenditures for all media placement in ethnic and Indigenous media. Table 4 provides an overview and tables 5 and 6 provide details on traditional and digital media expenditures.

Table 18: Table 4: Overview of media expenditures in ethnic and Indigenous media
  Ethnic Distribution Indigenous Distribution
Media Expenditures Expenditures
Traditional $7,259,135 81% $4,260,069 75%
Digital $1,672,087 19% $1,382,572 25%
Total $8,931,223 100% $5,642,642 100%
Table 19: Table 5: Traditional media expenditures in ethnic and Indigenous media
  Ethnic Distribution Indigenous Distribution
Media Expenditures Expenditures
Radio $2,187,977 30% $3,226,778 76%
Television $3,453,894 48% $806,400 19%
Print $1,617,265 22% $226,892 5%
Total $7,259,135 100% $4,260,069 100%
Table 20: Table 6: Digital media expenditures in ethnic and Indigenous media
  Ethnic Distribution Indigenous Distribution
Media Expenditures Expenditures
Display programmatic $1,157,528 69% $372,039 27%
Social media $416,529 25% $806,042 58%
Display non-programmatic $98,030 6% $138,661 10%
Search engine marketing $0 0% $65,831 5%
Total $1,672,087 100% $1,382,572 100%

International audiences

International media are also used to reach audiences outside Canada. The media are multilingual and can include ads in various languages as well as English and French. Amounts in table 7 below include media expenditures for all media placement outside Canada, which this year consisted only of digital media.

Table 21: Table 7: Digital media expenditures in international media
Media Expenditures Distribution
Display programmatic $1,769,379 42%
Search engine marketing $1,340,560 32%
Social media $936,676 22%
Display non-programmatic $122,489 3%
Total $4,169,104 100%

COVID-19

This section provides information that has been compiled for the annual report on an exceptional basis given the unique and historical situation with the pandemic.

The tables below provide information on media expenditures in COVID-19 campaigns that ran during fiscal year 2021 to 2022. This includes all media placement made through the AOR, on behalf of GC institutions, including the Public Health Agency of Canada, the Department of Finance Canada and Global Affairs Canada. Table 8 provides an overview and tables 9 and 10 provide details on traditional and digital media expenditures.

Advertising associated with the COVID-19 pandemic was initially launched in fiscal year 2019 to 2020 and continued over the last two fiscal years. For more information on advertising expenditures reported in the previous two fiscal years, consult the sections dedicated to this topic in the 2019 to 2020 Annual report on Government of Canada advertising activities and the 2020 to 2021 Annual Report on Government of Canada Advertising Activities.

Values in the tables below represent net media costs paid to suppliers for the purchase of advertising space and time. Fees paid to the AOR to perform the media placement, as well as media planning and creative production expenditures are excluded.

Table 22: Table 8: Overview of media expenditures in COVID-19 campaigns
Media Expenditures Distribution
Traditional $32,726,189 53%
Digital $29,286,752 47%
Total $62,012,941 100%
Table 23: Table 9: Traditional media expenditures in COVID-19 campaigns
Media Expenditures Distribution
Television $20,122,902 61%
Radio $5,172,263 16%
Out-of-home $4,248,525 13%
Print $3,182,499 10%
Total $32,726,189 100%
Table 24: Table 10: Digital media expenditures in COVID-19 campaigns
Media Expenditures Distribution
Display programmatic $11,461,021 39%
Social media $9,509,611 32%
Search engine marketing $4,888,330 17%
Display non-programmatic $3,427,790 12%
Total $29,286,752 100%

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