Government of Canada media expenditures with the Agency of Record: Annual Report on Government of Canada Advertising Activities 2021 to 2022
On this page
- Total media expenditures
- Figure 3: Media expenditures over 5 years
- Figure 4: Distribution of media expenditures over 5 years
- Figure 5: Media expenditures by media type over 5 years
- Figure 6: Distribution of media expenditures by media type over 5 years
- Figure 7: Digital media expenditures over 5 years
- Figure 8: Distribution of digital media expenditures over 5 years
- Figure 9: Social media expenditures over 5 years
- Figure 10: Distribution of social media expenditures over 5 years
- Figure 11: Search engine marketing media expenditures over 5 years
- Figure 12: Distribution of search engine marketing media expenditures over 5 years
- Figure 13: Traditional media expenditures over 5 years
- Figure 14: Distribution of traditional media expenditures over 5 years
- Figure 15: Media expenditures by quarter over 5 years
- Figure 16: Distribution of media expenditures by quarter over 5 years
- Official languages
- Ethnic and Indigenous media
- International audiences
- COVID-19
This section provides information on advertising expenditures for all media placement made through the Agency of Record (AOR), on behalf of Government of Canada (GC) institutions. Amounts represent net media costs paid to media suppliers for the purchase of advertising space and time. Fees paid to the AOR to perform the media placement, as well as media planning and creative production expenditures are excluded.
Figures 3 to 6 provide total media expenditures and the distribution by media type. Figures 7 to 14 provide details on digital and traditional media expenditures, and tables 1 to 7 provide details on media expenditures for all media placement in English and French, and in ethnic, Indigenous and international media. Additionally, a special section provides details on media expenditures of COVID-19 campaigns.
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.
Total media expenditures
Figure 3: Media expenditures over 5 years
Image description
This vertical bar graphic presents an overview of total media expenditures in digital and traditional media, in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Digital | $18,153,526 | $22,927,081 | $24,711,751 | $50,972,886 | $64,052,570 |
| Traditional | $9,610,188 | $20,115,347 | $20,147,394 | $55,994,827 | $56,604,884 |
| Total | $27,763,715 | $43,042,428 | $44,859,145 | $106,967,712 | $120,657,455 |
Figure 4: Distribution of media expenditures over 5 years
Image description
This vertical bar graphic presents the percentage distribution of total media expenditures in digital and traditional media over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Digital | 65% | 53% | 55% | 48% | 53% |
| Traditional | 35% | 47% | 45% | 52% | 47% |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 5: Media expenditures by media type over 5 years
Image description
This vertical bar graphic presents total media expenditures in digital and traditional media by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The digital media types are display programmatic, social media, search engine marketing and display non-programmatic. The traditional media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Digital | |||||
| Display programmatic | $1,074,858 | $435,430 | $1,955,100 | $21,144,891 | $25,457,511 |
| Social media | $7,755,521 | $7,617,926 | $8,561,088 | $19,905,460 | $21,205,519 |
| Search engine marketing | $2,258,743 | $4,739,636 | $4,570,668 | $5,883,032 | $9,904,297 |
| Display non-programmatic | $7,064,404 | $10,134,089 | $9,624,895 | $4,039,503 | $7,485,244 |
| Traditional | |||||
| Television | $4,470,942 | $13,575,701 | $11,737,577 | $30,125,369 | $32,065,753 |
| Radio | $391,916 | $799,671 | $2,352,370 | $11,590,073 | $11,669,182 |
| $570,196 | $2,921,078 | $2,385,990 | $9,312,472 | $6,511,880 | |
| Out-of-home | $4,177,134 | $2,818,896 | $3,671,456 | $4,966,913 | $6,358,070 |
| Total | $27,763,715 | $43,042,428 | $44,859,145 | $106,967,712 | $120,657,455 |
Figure 6: Distribution of media expenditures by media type over 5 years
Image description
This vertical bar graphic presents the percentage distribution of total media expenditures in digital and traditional media by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The digital media types are display programmatic, social media, search engine marketing and display non-programmatic. The traditional media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Digital | |||||
| Display programmatic | 4% | 1% | 4% | 20% | 21% |
| Social media | 28% | 18% | 19% | 19% | 18% |
| Search engine marketing | 8% | 11% | 10% | 5% | 8% |
| Display non-programmatic | 25% | 24% | 21% | 4% | 6% |
| Traditional | |||||
| Television | 16% | 32% | 26% | 28% | 27% |
| Radio | 1% | 2% | 5% | 11% | 10% |
| 2% | 7% | 5% | 9% | 5% | |
| Out-of-home | 15% | 7% | 8% | 5% | 5% |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 7: Digital media expenditures over 5 years
Media placement on YouTube is included under Display programmatic.
Image description
This vertical bar graphic presents digital media expenditures by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are display programmatic, social media, search engine marketing and display non-programmatic. The graphic is for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Display programmatic | $1,074,858 | $435,430 | $1,955,100 | $21,144,891 | $25,457,511 |
| Social media | $7,755,521 | $7,617,926 | $8,561,088 | $19,905,460 | $21,205,519 |
| Search engine marketing | $2,258,743 | $4,739,636 | $4,570,668 | $5,883,032 | $9,904,297 |
| Display non-programmatic | $7,064,404 | $10,134,089 | $9,624,895 | $4,039,503 | $7,485,244 |
| Total | $18,153,526 | $22,927,081 | $24,711,751 | $50,972,886 | $64,052,570 |
Figure 8: Distribution of digital media expenditures over 5 years
Media placement on YouTube is included under Display programmatic.
Image description
This vertical bar graphic presents the percentage distribution of digital media expenditures by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are daily programmatic, social media, search engine marketing and display non-programmatic. The graphic is for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Display programmatic | 6% | 2% | 8% | 41% | 40% |
| Social media | 43% | 33% | 35% | 39% | 33% |
| Search engine marketing | 12% | 21% | 18% | 12% | 15% |
| Display non-programmatic | 39% | 44% | 39% | 8% | 12% |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 9: Social media expenditures over 5 years
Image description
This vertical bar graphic presents social media expenditures by platform in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Facebook/Instagram, Twitter, Snapchat, TikTok, LinkedIn and Pinterest. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Platform | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Facebook/Instagram | $5,684,613 | $5,399,912 | $5,854,469 | $11,649,636 | $11,423,728 |
| $941,505 | $839,447 | $1,119,479 | $3,244,935 | $3,560,440 | |
| Snapchat | $406,845 | $565,814 | $920,635 | $2,867,196 | $2,223,055 |
| TikTok | $0 | $0 | $0 | $377,019 | $1,717,617 |
| $722,559 | $812,753 | $666,505 | $1,501,624 | $1,615,981 | |
| $0 | $0 | $0 | $265,048 | $664,698 | |
| Total | $7,755,521 | $7,617,926 | $8,561,088 | $19,905,460 | $21,205,519 |
Figure 10: Distribution of social media expenditures over 5 years
Image description
This vertical bar graphic presents the percentage distribution of social media expenditures by platform over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Facebook/Instagram, Twitter, Snapchat, TikTok, LinkedIn and Pinterest. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Platform | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Facebook/Instagram | 73% | 71% | 68% | 59% | 54% |
| 12% | 11% | 13% | 16% | 17% | |
| Snapchat | 5% | 7% | 11% | 14% | 10% |
| TikTok | 0% | 0% | 0% | 2% | 8% |
| 9% | 11% | 8% | 8% | 8% | |
| 0% | 0% | 0% | 1% | 3% | |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 11: Search engine marketing media expenditures over 5 years
Image description
This vertical bar graphic presents search engine marketing media expenditures by platform in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Google, Bing and Apple Search Ads. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Platform | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| $2,160,430 | $4,531,536 | $4,265,187 | $5,051,618 | $8,757,234 | |
| Bing | $98,312 | $208,100 | $305,482 | $573,370 | $1,147,062 |
| Apple Search Ads | $0 | $0 | $0 | $258,044 | $0 |
| Total | $2,258,743 | $4,739,636 | $4,570,668 | $5,883,032 | $9,904,297 |
Figure 12: Distribution of search engine marketing media expenditures over 5 years
Image description
This vertical bar graphic presents the percentage distribution of search engine marketing media expenditures by platform over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The platforms are Google, Bing and Apple Search Ads. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Platform | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| 96% | 96% | 93% | 86% | 88% | |
| Bing | 4% | 4% | 7% | 10% | 12% |
| Apple Search Ads | 0% | 0% | 0% | 4% | 0% |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 13: Traditional media expenditures over 5 years
Image description
This vertical bar graphic presents traditional media expenditures by media type in millions of dollars over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Television | $4,470,942 | $13,575,701 | $11,737,577 | $30,125,369 | $32,065,753 |
| Radio | $391,916 | $799,671 | $2,352,370 | $11,590,073 | $11,669,182 |
| $570,196 | $2,921,078 | $2,385,990 | $9,312,472 | $6,511,880 | |
| Out-of-home | $4,177,134 | $2,818,896 | $3,671,456 | $4,966,913 | $6,358,070 |
| Total | $9,610,188 | $20,115,347 | $20,147,394 | $55,994,827 | $56,604,884 |
Figure 14: Distribution of traditional media expenditures by quarter over 5 years
Image description
This vertical bar graphic presents the percentage distribution of traditional media expenditures by media type over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The media types are television, radio, print and out-of-home. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Media | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| Television | 47% | 67% | 58% | 54% | 57% |
| Radio | 4% | 4% | 12% | 21% | 21% |
| 6% | 15% | 12% | 17% | 12% | |
| Out-of-home | 43% | 14% | 18% | 9% | 11% |
| Total | 100% | 100% | 100% | 100% | 100% |
Figure 15: Media expenditures by quarter over 5 years
Image description
This vertical bar graphic presents total media expenditures by fiscal year quarter over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The fiscal year quarters are April to June, July to September, October to December and January to March. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Fiscal year quarter | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| April to June | $2,024,184 | $2,991,500 | $31,189,476 | $20,495,792 | $36,304,752 |
| July to September | $2,412,338 | $3,051,747 | $277,813 | $7,787,842 | $16,509,445 |
| October to December | $7,353,217 | $15,346,757 | $2,808,375 | $33,501,262 | $8,832,678 |
| January to March | $15,973,975 | $21,652,423 | $10,583,481 | $45,182,816 | $59,010,581 |
| Total | $27,763,715 | $43,042,428 | $44,859,145 | $106,967,712 | $120,657,455 |
Figure 16: Distribution of media expenditures by quarter over 5 years
Image description
This vertical bar graphic presents the percentage distribution total media expenditures by fiscal year quarter over five years, from fiscal year 2017 to 2018 to fiscal year 2021 to 2022. The fiscal year quarters are April to June, July to September, October to December and January to March. The graphic is provided for illustration purposes. The information illustrated by the graphic is the following:
| Fiscal year quarter | 2017 to 2018 | 2018 to 2019 | 2019 to 2020 | 2020 to 2021 | 2021 to 2022 |
|---|---|---|---|---|---|
| April to June | 7% | 7% | 70% | 19% | 30% |
| July to September | 9% | 7% | 1% | 7% | 14% |
| October to December | 26% | 36% | 6% | 31% | 7% |
| January to March | 58% | 50% | 24% | 42% | 49% |
| Total | 100% | 100% | 100% | 100% | 100% |
Official languages
Reaching Canadians in the official language of their choice, regardless of where they reside, is a mandatory requirement for GC advertising. All media plans are developed, reviewed and approved in accordance with this requirement. Amounts in the tables below include media expenditures for all media placement in English and French. Table 1 provides an overview and tables 2 and 3 provide details on digital and traditional media expenditures.
Media expenditures by official language are based on ad language. Media expenditures for bilingual ads are divided equally between English and French.
| English | Distribution | French | Distribution | Total | |
|---|---|---|---|---|---|
| Media | Expenditures | Expenditures | |||
| Digital | $46,963,288 | 74% | $16,444,423 | 26% | $63,407,711 |
| Traditional | $43,070,428 | 80% | $10,482,750 | 20% | $53,553,178 |
| Total | $90,033,716 | 77% | $26,927,173 | 23% | $116,960,889 |
| English | Distribution | French | Distribution | Total | |
|---|---|---|---|---|---|
| Media | Expenditures | Expenditures | |||
| Display programmatic | $18,587,320 | 73% | $6,833,499 | 27% | $25,420,819 |
| Social media | $15,791,295 | 75% | $5,143,680 | 25% | $20,934,975 |
| Search engine marketing | $6,987,013 | 73% | $2,623,727 | 27% | $9,610,740 |
| Display non-programmatic | $5,597,661 | 75% | $1,843,517 | 25% | $7,441,177 |
| Total | $46,963,288 | 74% | $16,444,423 | 26% | $63,407,711 |
| English | Distribution | French | Distribution | Total | |
|---|---|---|---|---|---|
| Media | Expenditures | Expenditures | |||
| Television | $27,217,761 | 88% | $3,841,627 | 12% | $31,059,388 |
| Radio | $7,954,188 | 75% | $2,607,430 | 25% | $10,561,618 |
| Out-of-home | $3,265,693 | 51% | $3,092,377 | 49% | $6,358,070 |
| $4,632,787 | 83% | $941,316 | 17% | $5,574,103 | |
| Total | $43,070,428 | 80% | $10,482,750 | 20% | $53,553,178 |
Ethnic and Indigenous media
Ethnic and Indigenous media are also used to reach ethnic and Indigenous audiences. The media are multilingual and can include ads in various languages as well as English and French. Amounts in the tables below include media expenditures for all media placement in ethnic and Indigenous media. Table 4 provides an overview and tables 5 and 6 provide details on traditional and digital media expenditures.
| Ethnic | Distribution | Indigenous | Distribution | |
|---|---|---|---|---|
| Media | Expenditures | Expenditures | ||
| Traditional | $7,259,135 | 81% | $4,260,069 | 75% |
| Digital | $1,672,087 | 19% | $1,382,572 | 25% |
| Total | $8,931,223 | 100% | $5,642,642 | 100% |
| Ethnic | Distribution | Indigenous | Distribution | |
|---|---|---|---|---|
| Media | Expenditures | Expenditures | ||
| Radio | $2,187,977 | 30% | $3,226,778 | 76% |
| Television | $3,453,894 | 48% | $806,400 | 19% |
| $1,617,265 | 22% | $226,892 | 5% | |
| Total | $7,259,135 | 100% | $4,260,069 | 100% |
| Ethnic | Distribution | Indigenous | Distribution | |
|---|---|---|---|---|
| Media | Expenditures | Expenditures | ||
| Display programmatic | $1,157,528 | 69% | $372,039 | 27% |
| Social media | $416,529 | 25% | $806,042 | 58% |
| Display non-programmatic | $98,030 | 6% | $138,661 | 10% |
| Search engine marketing | $0 | 0% | $65,831 | 5% |
| Total | $1,672,087 | 100% | $1,382,572 | 100% |
International audiences
International media are also used to reach audiences outside Canada. The media are multilingual and can include ads in various languages as well as English and French. Amounts in table 7 below include media expenditures for all media placement outside Canada, which this year consisted only of digital media.
| Media | Expenditures | Distribution |
|---|---|---|
| Display programmatic | $1,769,379 | 42% |
| Search engine marketing | $1,340,560 | 32% |
| Social media | $936,676 | 22% |
| Display non-programmatic | $122,489 | 3% |
| Total | $4,169,104 | 100% |
COVID-19
This section provides information that has been compiled for the annual report on an exceptional basis given the unique and historical situation with the pandemic.
The tables below provide information on media expenditures in COVID-19 campaigns that ran during fiscal year 2021 to 2022. This includes all media placement made through the AOR, on behalf of GC institutions, including the Public Health Agency of Canada, the Department of Finance Canada and Global Affairs Canada. Table 8 provides an overview and tables 9 and 10 provide details on traditional and digital media expenditures.
Advertising associated with the COVID-19 pandemic was initially launched in fiscal year 2019 to 2020 and continued over the last two fiscal years. For more information on advertising expenditures reported in the previous two fiscal years, consult the sections dedicated to this topic in the 2019 to 2020 Annual report on Government of Canada advertising activities and the 2020 to 2021 Annual Report on Government of Canada Advertising Activities.
Values in the tables below represent net media costs paid to suppliers for the purchase of advertising space and time. Fees paid to the AOR to perform the media placement, as well as media planning and creative production expenditures are excluded.
| Media | Expenditures | Distribution |
|---|---|---|
| Traditional | $32,726,189 | 53% |
| Digital | $29,286,752 | 47% |
| Total | $62,012,941 | 100% |
| Media | Expenditures | Distribution |
|---|---|---|
| Television | $20,122,902 | 61% |
| Radio | $5,172,263 | 16% |
| Out-of-home | $4,248,525 | 13% |
| $3,182,499 | 10% | |
| Total | $32,726,189 | 100% |
| Media | Expenditures | Distribution |
|---|---|---|
| Display programmatic | $11,461,021 | 39% |
| Social media | $9,509,611 | 32% |
| Search engine marketing | $4,888,330 | 17% |
| Display non-programmatic | $3,427,790 | 12% |
| Total | $29,286,752 | 100% |
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