- Date:
- 5 Aug 2026
Introduction
This report provides an overview of Victorian Government media advertising expenditure for the period 1 July 2024 to 30 June 2025.
Victorian Government advertising expenditure 2024–25
The Victorian Government spent a total of $97.0 million on advertising from 1 July 2024 to 30 June 2025, comprising campaign and non-campaign advertising.
Total advertising expenditure by category 2024–25
Campaign advertising accounted for 78 per cent of Victorian Government advertising expenditure in 2024–25.
Victorian Government advertising expenditure by departments and agencies 2024–25
The chart below shows Victorian Government expenditure by government departments and government agencies, as a percentage of total advertising expenditure for the 2024–25 financial year.
Government communication policies and guidelines
Victorian Government communication policies and guidelines ensure that government communication is effective, well managed and responsive to the diverse needs of the Victorian community.
Victorian Government communication targets
The Victorian Government is committed to communicating with all Victorians and has advertising expenditure targets for regional and multicultural media.
Government campaign advertising by communication priority areas
All campaign advertising undertaken by the Victorian Government during 2024–25 fulfilled one of five ‘priority areas’ for government communication.
Government advertising by channel 2024–25
The chart below shows percentage of total government advertising expenditure for 2024–25 per advertising channel. This includes all government advertising: campaign, functional, and recruitment.
Major functional and recruitment advertisers 2024–25
A list of the key departments and agencies spending on non-campaign advertising.
Top 10 Victorian Government advertisers by campaign expenditure 2024–25
Ordering the top ten departments and agencies in terms of spend on campaign advertising.
Updated