Total advertising expenditure
| Year | Campaign advertising ($m) | Functional advertising ($m) | Recruitment advertising ($m) | Annual total ($m) |
|---|---|---|---|---|
2024-25 | $76.3 | $8.4 | $12.3 | $97.0 |
2023-24 | $81.2 | $8.5 | $13.6 | $103.3 |
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 | $96.1 |
- Advertising expenditure is reported as 'Net' (excluding GST)
- Source: Victorian Government Advertising Reports
Advertising expenditure by departments and agencies
| Year | Advertising by government departments ($m) | Advertising by government agencies ($m) |
|---|---|---|
2024-25 | $35.5 | $61.5 |
2023-24 | $31.4 | $71.9 |
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 |
- Totals include all advertising expenditure (campaign, functional and recruitment)
- Advertising expenditure is reported as 'Net' (excluding GST)
- Source: Victorian Government Advertising Reports
Advertising expenditure by media channel
| Year | Cinema | Digital/Social | Magazines | Other | Outdoor | Press | Radio | Television | Total |
|---|---|---|---|---|---|---|---|---|---|
2024-25 | $1,411,505 | $54,639,525 | $186,390 | $638,682 | $14,347,178 | $10,766,685 | $10,531,364 | $4,477,122 | $96,998,451 |
2023-24 | $654,808 | $54,471,182 | $322,296 | $287,915 | $15,940,868 | $10,714,026 | $11,144,967 | $9,703,160 | $103,239,222 |
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 |
- Totals include all advertising expenditure (campaign, functional and recruitment)
- Advertising expenditure is reported as 'Net' (excluding GST)
- 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.
| 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 |
|---|---|---|---|---|---|
2024-25 | 63.7% | 1.4% | 8.6% | 24.8% | 1.5% |
2023-24 | 54.3% | 3.6% | 5.0% | 36.6% | 0.4% |
2022-23 | 48.0% | 1.0% | 25.0% | 22.0% | 4.0% |
2021-22 | 61.6% | 1.5% | 24.1% | 11.7% | 1.1% |
2020-21 | 73.1% | 1.7% | 20.3% | 4.3% | 0.6% |
2019-20 | 79.0% | 1.0% | 6.0% | 12.0% | 2.0% |
2018-19 | 56.4% | 2.8% | 20.6% | 14.5% | 5.6% |
2017-18 | 67.3% | 2.2% | 17.1% | 13.1% | 0.3% |
2016-17 | 64.0% | 4.0% | 7.0% | 24.0% | 2.0% |
Updated