2019 to 2020 Annual Report on Advertising: Standing Committee on Public Accounts—February 23, 2021
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Release of the 2019 to 2020 Annual Report on Government of Canada Advertising Activities
Context
Public Services and Procurement Canada (PSPC) is responsible for publishing an annual report on Government of Canada advertising activities and expenditures. The 2019 to 2020 Annual Report on Government of Canada Advertising Activities was published on the Government of Canada website on January 29, 2021. It covers activities undertaken during fiscal year 2019 to 2020, from April 1, 2019 to March 31, 2020.
Suggested response
- Government of Canada advertising is an important way for Canadians to get timely information about government policies, programs, services and initiatives
- The release of the 2019 to 2020 Annual Report on Government of Canada Advertising Activities demonstrates the government's commitment to openness and transparency regarding its advertising activities and expenditures
- In 2019 to 2020, government advertising expenditures totalled $50.1 million, a decrease of $8.5 million compared to the previous fiscal year
- Advertising expenses fluctuate from year to year depending on government priorities, and whether there is a federal general election period when non-essential government advertising must cease, which was the case in 2019 to 2020
If pressed on digital media spending on American platforms:
- the Policy on Communications and Federal Identity directs the government to communicate with Canadians on the channels that they are using, including digital platforms, while continuing to use multiple channels to meet the diverse information needs of the public
- In 2019 to 2020, a variety of media were used for government advertising to provide Canadians with information about programs and services, including both digital and traditional media
- each advertising campaign uses media channels that best reach the target audiences in order to achieve the campaign objectives. Decisions regarding media placement are the responsibility of individual government institutions
Background
The Annual Report on Government of Canada Advertising Activities has been published by Public Services and Procurement Canada since fiscal year 2002 to 2003. In 2016, the Minister approved a fixed annual publishing date for the report on the last business day of January.
Information in the report is collected and validated from the government institutions that have undertaken advertising activities over the fiscal year. This includes institutions subject to the Policy on Communications and Federal Identity, as set out under schedules I, I.1 and II of the Financial Administration Act, unless excluded by specific acts, regulations or orders in council.
Government advertising spending over the past 10 years:
- 2010 to 2011: $83.3 million
- 2011 to 2012: $78.5 million
- 2012 to 2013: $69.0 million
- 2013 to 2014: $75.2 million
- 2014 to 2015: $68.7 million
- 2015 to 2016: $42.2 million
- 2016 to 2017: $36.1 million
- 2017 to 2018: $39.2 million
- 2018 to 2019: $58.6 million
- 2019 to 2020: $50.1 million
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