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Victorian Government advertising expenditure by channel 2018-19

A picture of which media channels are attracting a higher proportion of government advertising spend.

The chart below shows percentage of total government advertising expenditure for 2018–19 per advertising channel.

Expenditure for 2018–19 showed an increase in the proportion of advertising via digital platforms to 32.7 per cent of the total, compared to 29.9 per cent in 2017–18.

In 2018–19, the proportion of television advertising also increased slightly to 26.2 per cent of all government advertising, compared to 25.5 per cent in 2017–18, while expenditure on press advertising continued to decrease compared to the previous years – in 2018–19 press advertising represented 13.2 per cent of advertising expenditure, a decrease from 15.2 per cent in 2017–18.

Radio accounted for 14.3 per cent of total advertising expenditure in 2018–19, compared to 13.4 per cent in 2017–18, while outdoor advertising decreased to 11 per cent (compared to 11.8 per cent in 2017–18).

Pie chart showing Victorian Government advertising expenditure by channel 2018-19

Digital 32.7%; Television 26.2%; Radio 14.3%; Press 13.2%; Outdoor 11%; Cinema 1.6%; Magazines 0.7%; and Other 0.2% 

Reviewed 20 October 2020

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