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Historical data on Victorian Government advertising expenditure

The below tables collate advertising expenditure data published in past Victorian Government Advertising Reports, for ease of access and analysis across multiple years.

Total advertising expenditure

Victorian Government – total advertising expenditure 2013–14 to 2022–23

Year

Campaign advertising ($m)

Functional advertising ($m)

Recruitment advertising ($m)

Annual total ($m)

2022-23

$116.8

$9.9

$13.4

$140.1

2021-22

$132.4

$8.2

$10.0

$150.6

2020-21

$135.6

$5.7

$6.0

$147.3

2019-20

$73.0

$7.0

$4.6

$84.6

2018-19

$88.5

$8.3

$6.1

$102.8

2017-18

$88.7

$10.7

$6.3

$105.8

2016-17

$66.5

$9.9

$6.0

$82.4

2015-16

$59.5

$9.8

$5.6

$74.9

2014-15

$81.6

$8.3

$5.0

$94.9

2013-14

$80.5

$10.2

$5.4

$96.1

  1. Advertising expenditure is reported as 'Net' (excluding GST)
  2. Source: Victorian Government Advertising Reports

Advertising expenditure by departments and agencies

Victorian Government advertising expenditure - Departments and Agencies - 2014-15 to 2022-23
YearAdvertising by government departments ($m)Advertising by government agencies ($m)

2022-23

$54.8

$85.3

2021-22

$75.3

$74.9

2020-21

$86.2

$61.1

2019-20

$35.9

$48.7

2018-19

$32.8

$70.1

2017-18

$28.4

$77.3

2016-17

$19.5

$62.9

2015-16

$10.3

$64.3

2014-15

$28.0

$66.9

  1. Totals include all advertising expenditure (campaign, functional and recruitment)
  2. Advertising expenditure is reported as 'Net' (excluding GST)
  3. Source: Victorian Government Advertising Reports

Advertising expenditure by media channel

Victorian government advertising expenditure - by media channel - 2017-18 to 2022-23
YearCinemaDigital/SocialMagazinesOtherOutdoorPressRadioTelevisionTotal

2022-23

$1,308,493

$65,341,543

$557,716

$524,237

$21,986,860

$13,175,331

$16,187,820

$21,036,280

$140,118,280

2021-22

$905,270

$67,937,758

$691,924

$647,292

$17,526,338

$14,400,795

$20,430,890

$28,083,422

$150,623,688

2020-21

$226,150

$51,860,342

$345,356

$119,316

$17,509,808

$17,227,055

$27,704,529

$32,346,073

$147,338,629

2019-20

$766,527

$27,759,418

$408,471

$58,988

$11,243,550

$12,455,748

$12,146,662

$19,808,749

$84,648,113

2018-19

$1,650,184

$33,643,618

$763,099

$204,649

$11,320,682

$13,601,769

$14,677,102

$26,984,485

$102,845,588

2017-18

$1,824,995

$31,628,035

$768,454

$1,715,261

$12,491,072

$16,103,341

$14,184,877

$26,942,031

$105,658,065

  1. Totals include all advertising expenditure (campaign, functional and recruitment)
  2. Advertising expenditure is reported as 'Net' (excluding GST)
  3. Source: Victorian Government Advertising Reports

Advertising expenditure by communication priority area

All campaign advertising undertaken by the Victorian Government fulfils one of five ‘priority areas’ for government communications:

  • Public safety and behaviour change
  • Building social cohesion, civic pride and community spirit
  • Supporting commercial and economic investment in Victoria
  • Generation of revenue to support Victorian institutions and events
  • Ensuring compliance with legislative requirements.

The table below shows campaign advertising expenditure for each 'Communication priority area', expressed as a percentage of total expenditure for that year.

Victorian government - percentage of total campaign advertising expenditure - by Communication Priority Area - 2016-17 to 2022-23

Year

Public safety and behaviour change

Social cohesion, civic pride and community spirit

Commercial and economic investment

Generation of revenue for institutions or events

Compliance with legislative requirements

2022-2348.0%1.0%25.0%22.0%4.0%
2021-2261.6%1.5%24.1%11.7%1.1%
2020-2173.1%1.7%20.3%4.3%0.6%
2019-2079.0%1.0%6.0%12.0%2.0%
2018-1956.4%2.8%20.6%14.5%5.6%
2017-1867.3%2.2%17.1%13.1%0.3%
2016-1764.0%4.0%7.0%24.0%2.0%
  1. Source: Victorian Government Advertising Reports

Updated