Government of Canada advertising expenditures: 2019 to 2020 Annual Report on Government of Canada Advertising Activities
This section provides information on advertising expenditures reported by Government of Canada (GC) institutions. Amounts include all advertising expenditures, which encompasses media planning, media placement with and without the Agency of Record (AOR), as well as creative production.
Note
Values are rounded to the nearest whole number. The sum of values may not add up exactly to the totals indicated due to rounding.
Figure 13: Top 10 advertising institutions
Total advertising expenditures for the institutions below ($43.06 million) make up for 86% of the total GC advertising expenditures ($50.10 million).
Image description
This horizontal bar graphic presents total advertising expenditures by Government of Canada institution for the ten institutions that spent the most on advertising during fiscal year 2019 to 2020, from the highest to the lowest total amount spent. The information indicated in the graphic is the following:
| Institution | Expenditures |
|---|---|
| Health Canada | $14,459,708 |
| Public Health Agency of Canada | $6,115,104 |
| Veterans Affairs Canada | $4,839,923 |
| National Defence | $4,217,863 |
| Employment and Social Development Canada | $4,129,867 |
| Parks Canada | $2,977,741 |
| Canada Revenue Agency | $1,908,307 |
| Global Affairs Canada | $1,571,081 |
| Immigration, Refugees and Citizenship Canada | $1,492,105 |
| Environment and Climate Change Canada | $1,352,114 |
Table 4: Advertising expenditures by institution
Fiscal year 2019 to 2020 was the last year of operation of the Online Advertising Unit (OAU). All activities ended on March 31, 2020.
| Institution | With the AOR | With the AOR through the AOU | Without the AOR | Total |
|---|---|---|---|---|
| Agriculture and Agri-Food Canada | $175,081 | $0 | $12,967 | $188,047 |
| Atlantic Canada Opportunities Agency | $0 | $233,251 | $1,300 | $234,551 |
| Canada Border Services Agency | $0 | $0 | $24,991 | $24,991 |
| Canada Energy Regulator | $0 | $0 | $24,341 | $24,341 |
| Canada Revenue Agency | $1,904,447 | $0 | $3,860 | $1,908,307 |
| Canadian Centre for Occupational Health and Safety | $0 | $69,308 | $20,000 | $89,308 |
| Canadian Food Inspection Agency | $242,676 | $0 | $63,480 | $306,156 |
| Canadian Grain Commission | $0 | $0 | $58,406 | $58,406 |
| Canadian Heritage | $55,122 | $0 | $105,680 | $160,802 |
| Canadian Institutes of Health Research | $0 | $0 | $501 | $501 |
| Canadian Northern Economic Development Agency | $0 | $0 | $40,747 | $40,747 |
| Canadian Radio-television and Telecommunications Commission | $17,723 | $0 | $6,607 | $24,329 |
| Canadian Security Intelligence Service | Not included. | Not included. | Not included. | Not included. |
| Canadian Transportation Agency | $0 | $0 | $39,738 | $39,738 |
| Civilian Review and Complaints Commission for the RCMP | $0 | $0 | $455 | $455 |
| Communications Security Establishment Canada | $38,706 | $0 | $27,632 | $66,338 |
| Correctional Service Canada | $0 | $0 | $10,658 | $10,658 |
| Crown-Indigenous Relations and Northern Affairs Canada | $0 | $0 | $8,711 | $8,711 |
| Department of Finance Canada | $0 | $0 | $20,392 | $20,392 |
| Employment and Social Development Canada | $3,868,799 | $241,447 | $19,621 | $4,129,867 |
| Environment and Climate Change Canada | $1,236,539 | $0 | $115,575 | $1,352,114 |
| Financial Consumer Agency of Canada | $859,855 | $0 | $31,796 | $891,651 |
| Fisheries and Oceans Canada | $0 | $0 | $63,050 | $63,050 |
| Global Affairs Canada | $1,257,275 | $0 | $313,805 | $1,571,081 |
| Health Canada | $14,459,708 | $0 | $0 | $14,459,708 |
| Immigration and Refugee Board of Canada | $0 | $0 | $1,715 | $1,715 |
| Immigration, Refugees and Citizenship Canada | $1,489,075 | $0 | $3,030 | $1,492,105 |
| Impact Assessment Agency of Canada | $0 | $0 | $322,021 | $322,021 |
| Indigenous Services Canada | $0 | $273,440 | $35,567 | $309,007 |
| Innovation, Science and Economic Development Canada | $969,586 | $0 | $25,932 | $995,518 |
| Library and Archives Canada | $0 | $0 | $4,986 | $4,986 |
| National Defence | $4,164,510 | $0 | $53,353 | $4,217,863 |
| National Film Board | $0 | $0 | $438,175 | $438,175 |
| National Research Council Canada | $0 | $0 | $75,903 | $75,903 |
| Natural Resources Canada | $178,058 | $0 | $25,067 | $203,125 |
| Office of the Secretary to the Governor General | $0 | $0 | $204,264 | $204,264 |
| Office of the Superintendent of Financial Institutions Canada | $0 | $0 | $30,386 | $30,386 |
| Parks Canada | $2,455,806 | $0 | $521,935 | $2,977,741 |
| Polar Knowledge Canada | $0 | $0 | $31,943 | $31,943 |
| Public Health Agency of Canada | $6,036,301 | $0 | $78,803 | $6,115,104 |
| Public Safety Canada | $0 | $316,518 | $0 | $316,518 |
| Public Service Commission of Canada | $0 | $8,041 | $0 | $8,041 |
| Public Services and Procurement Canada | $18,615 | $0 | $181,885 | $200,500 |
| Royal Canadian Mounted Police | $0 | $654,425 | $8,455 | $662,881 |
| Statistics Canada | $103,000 | $0 | $849 | $103,849 |
| The National Battlefields Commission | $0 | $0 | $222,458 | $222,458 |
| Transport Canada | $447,756 | $0 | $34,953 | $482,709 |
| Treasury Board of Canada Secretariat | $0 | $45,679 | $0 | $45,679 |
| Veterans Affairs Canada | $4,808,987 | $0 | $30,936 | $4,839,923 |
| Women and Gender Equality Canada | $124,000 | $0 | $0 | $124,000 |
| Total | $44,911,622 | $1,842,108 | $3,346,928 | $50,100,658 |
Table 5: Campaigns exceeding $500,000
Campaign titles and expenditures below appear as they were reported by GC institutions. Expenditures may not correspond to total campaign expenditures since some campaigns may include other components under $500,000 which are not included in this table.
All campaigns below underwent the mandatory external review process, namely the Advertising Oversight Mechanism, prior to their implementation to ensure that they were non-partisan, as required by the Policy on Communications and Federal Identity. Results are available online.
Total advertising expenditures for these campaigns ($35.40 million) make up for 71% of the total GC advertising expenditures ($50.10 million).
Media planning expenditures were reported under “Production” with production expenditures up to November 30, 2019. Starting December 1, 2019, they are reported under “Media” with media placement expenditures.
| Institution | Campaign | Production | Media | Total |
|---|---|---|---|---|
| Canada Revenue Agency | Climate Action Incentive | $1,350 | $923,801 | $925,151 |
| Employment and Social Development Canada | Education and Skills | $12,133 | $948,769 | $960,903 |
| Seniors Campaign | $49,054 | $2,391,080 | $2,440,134 | |
| Environment and Climate Change Canada | Nature Legacy Part 2 | $0 | $952,209 | $952,209 |
| Financial Consumer Agency of Canada | Take charge of your finances (phase 2) | $0 | $859,855 | $859,855 |
| Health Canada | Cannabis Public Education | $67,084 | $3,346,144 | $3,413,228 |
| Opioids | $14,734 | $3,867,223 | $3,881,957 | |
| Youth Vaping Prevention Campaign | $19,456 | $3,579,989 | $3,599,445 | |
| Youth Vaping Prevention Campaign (Q3 phase 2 and Q4) | $12,123 | $2,457,903 | $2,470,026 | |
| Innovation, Science and Economic Development Canada | Innovation for Success | $2,077 | $904,834 | $906,911 |
| National Defence | 2019 to 2020 Awareness Campaign | $173,811 | $2,026,132 | $2,199,942 |
| Priority Occupations Campaign | $6,573 | $803,885 | $810,458 | |
| Parks Canada | National Office, National advertising campaign | $59,798 | $2,337,363 | $2,397,161 |
| Public Health Agency of Canada | Childhood Vaccination | $38,858 | $863,871 | $902,729 |
| Coronavirus (COVID-19) Public Education Campaign Planning for 2020 to 2021 | $243,134 | $4,264,013 | $4,507,146 | |
| Veterans Affairs Canada | 2019 Remembrance Campaign | $419,104 | $1,382,292 | $1,801,396 |
| Pension For Life | $15,559 | $2,351,780 | $2,367,338 | |
| Total | $1,134,846 | $34,261,142 | $35,395,988 | |
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