Media intelligence platform AdClarity has tracked Australian federal and state governments digital ad spend on COVID-19-related news.
A news report citing AdClarity research found it had spent more than A $ 14.9 million ($ 10.9 million) on digital ads related to COVID-19 from the start of the pandemic in March 2020 through June 2021 have spent.
About 92% of their pandemic-related ad spend was in the last year, while A $ 1.2 million ($ 882,000) was spent in the first half of 2021, mostly on COVID-19-related news.
The federal government was found to have spent A $ 6.7 million ($ 4.9 million) on digital displays related to COVID-19, while the Victoria state government spent A $ 7.3 million ($ 5.4 million) on digital displays Dollars), or nearly half of total spending, was the largest funder.
Another interesting result is that the federal government “almost exclusively” placed advertisements in connection with COVID-19 vaccines on Facebook. Among government agencies, it has spent the most on vaccine advertising since January this year, spending most of the over A $ 1.1 million.
Additionally, the news report cited data from AdClarity showing that the Australian Department of Health’s Coronavirus (COVID-19) Health Alert campaign received 480 million views, while the Coronavirus (COVID-19): Important Information for Victorians Campaign the Victorian government has collected 460 million impressions.
THE BIGGER TREND
Ahead of the introduction of the COVID-19 vaccine in Australia earlier this year, Health Secretary Greg Hunt announced a budget of A $ 23.9 million ($ 17.6 million) for the government in December Vaccine communications, including an information campaign to “explain the regulatory processes, priority groups, timing and implementation to help people understand how vaccines work and be ready when they can get the vaccine”.
In the same month last year, the Treasury Department released a government campaign advertising report that found the Department of Health to be A $ 47.8 million ($ 35 million) for its COVID-19 health campaign, one of the biggest spending among government campaigns. The federal government spent a total of A $ 128 million ($ 94 million) on ads over the 2019-2020 period.