Advertising bonanza as government moves into election mode

Media companies are receiving a late Christmas present from the Federal government with $23m of advertising spending announced since the new year.

According to the Aus Tender website, $6.8m has been approved for the Federal government’s Quality Schools Campaign while over $16m has been approved for treasury to spend on services described as ‘advertising’.

While media buying for the Quality Schools campaign was announced in January, BMF were awarded $1.7m for the creative services in late December. The ads are currently running across radio and television.

The Quality Schools campaign promotes the Federal government’s funding for the Catholic, independent and public education sectors.

When Mumbrella contacted the Treasury for more details on its $16.1m advertising allocation, we were advised to submit a freedom of information request.

Treasury also awarded a $1.94m creative account to BMF in November last year.

Last financial year, the government spent $157m on major advertising campaigns, the second highest year on record.

Earlier this month, Dentsu Aegis forecast the Australian advertising industry would see 2.4% growth to A$16.3bn for 2019 on the back of the upcoming Federal and NSW elections.

In the seven months of this financial year the government has spent $75.4m in advertising placements for campaigns worth over $250,000 dollars each.

UM won the Federal government’s master media buying account last April from incumbent Dentsu X.


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