Government’s million dollar splurge on selling its health policies
Government spending is gearing up as the election approaches with $1m being spent on a TV campaign to promote the Rudd health reforms.
According to analysis of the ad spend prepared for Mumbrella by Xtreme Information, by Tuesday of this week, the TV spot had already been run on free to air television 404 times across the five major metro markets.
The top rating programmes it has been shown on have included several airings on top rating shows such as Masterchef, Hey Hey It’s Saturday, Underbelly and The Pacific. It has also run extensively on SBS.
The ratecard value of the airplay to date is calculated by Xtreme Information at just over $980,000. But this does not take into account regional markets or any airings it has received on pay TV which will take the ratecard spend well above $1m.
As we revealed in The Mumbo Report yesterday, last week the ad was the most played peak time ad in the metro markets – the first time in many months that a taxpayer funded ad has been the most aired.
The main message of the advertisement is that it is providing “more hospital beds, training more doctors and nurses and expanding the number of GP services”.
Government funded advertising is often controversial becasue opposition parties claim that rather than being used for genuine public information messages it can be used to try to make the party in power look good in the eyes in the public. In opposition, Labor had been critical of its use.
Earliet this month opposition MP Jamie Briggs accused Rudd of a “backflip” on the issue.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Which creative agency produced these ads? Anyone know?
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