Government advertising by channel 2024–25

Expenditure for 2024–25 showed advertising via digital and social media platforms accounted for 56.3 cent of the government’s total spend, increasing from 52.8 per cent in 2023–24.

In 2024–25, expenditure on television advertising decreased to 4.6 per cent of all advertising, compared to 9.4 per cent in 2023–24, while expenditure on radio advertising remained steady at 10.9 per cent in 2024–25 (10.8 per cent in 2023–24).

Outdoor advertising comprised 14.8 per cent, a slight decrease from 15.4 per cent in 2023–24, while press advertising increased slightly to 11.1 per cent of total advertising expenditure (compared to 10.4 per cent in 2023–24).

Victorian Government advertising expenditure by channel 2024-25

Digital expenditure accounted for 56.3% of total expenditure.
Magazine expenditure accounted for 0.2% of total expenditure.
Cinema expenditure accounted for 1.5% of total expenditure.
Television expenditure accounted for 4.6% of total expenditure.
Radio expenditure accounted for 10.9% of total expenditure.
Press expenditure accounted for 11.1% of total expenditure.
Outdoor expenditure accounted for 14.8% of total expenditure.
Other expenditure accounted for 0.7% of total expenditure.
Download 'Victorian Government advertising expenditure by channel 2024-25'

Updated 6 August 2026