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Victorian Government communication targets

The Victorian Government is committed to communicating with all Victorians and has advertising expenditure targets for regional and multicultural media to help ensure effective communication with these audiences.

Regional media campaign advertising expenditure

The Victorian Government Regional Communication Policy requires that government departments and agencies place 15 per cent of their annual campaign media expenditure with regional and rural media.

This includes, but is not limited to, dedicated regional press, radio, television, outdoor media buys and significant media partnerships and sponsorships that can be identified as ‘regional or rural’.

Internet and digital advertising can also be used to communicate effectively with regional audiences; however, during 2018–19 these channels were not consistently classified as 'regional or rural' media. For this reason, expenditure on internet and digital advertising was not included when calculating the government’s regional advertising expenditure total for 2018–19.

In 2018–19, the Victorian Government spent $12,231,833 on campaign advertising through ‘non-digital’ regional and rural media (that is, press, radio, television and outdoor advertising).

This figure represents 20.1 per cent of the government’s total campaign advertising expenditure undertaken through non-digital media. This result is above the 15 per cent regional media expenditure target.

Multicultural media campaign advertising expenditure

The Victorian Government Multicultural Communication Policy requires that government departments and agencies commit a minimum of five per cent of their total campaign media expenditure towards multicultural media.

In 2018–19, the Victorian Government spent $3,231,571 on campaign advertising in non-digital multicultural media. This includes expenditure on print, radio and television advertising (but does not include expenditure on digital media).

This expenditure represents 5.3 per cent of the government’s total campaign advertising expenditure on print, radio and television advertising during 2018–19. This total exceeds the five per cent multicultural campaign advertising expenditure target.

Reviewed 20 October 2020

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