Historical data on Victorian Government advertising expenditure
The below tables collate advertising expenditure data published in past Victorian Government Advertising Reports, for ease of access and analysis across multiple years.
On this page
- Total advertising expenditure
- Advertising expenditure by departments and agencies
- Advertising expenditure by media channel
- Advertising expenditure by communication priority area
Total advertising expenditure
| Year | Campaign advertising ($m) | Functional advertising ($m) | Recruitment advertising ($m) | Annual total ($m) |
|---|---|---|---|---|
| 2023 -24 | $81.2 | $8.5 | $13.6 | $103.3 |
| 2022-23 | $116.8 | $9.9 | $13.4 | $140.1 |
| 2021-22 | $132.4 | $8.2 | $10.0 | $150.6 |
| 2020-21 | $135.6 | $5.7 | $6.0 | $147.3 |
| 2019-20 | $73.0 | $7.0 | $4.6 | $84.6 |
| 2018-19 | $88.5 | $8.3 | $6.1 | $102.8 |
| 2017-18 | $88.7 | $10.7 | $6.3 | $105.8 |
| 2016-17 | $66.5 | $9.9 | $6.0 | $82.4 |
| 2015-16 | $59.5 | $9.8 | $5.6 | $74.9 |
| 2014-15 | $81.6 | $8.3 | $5.0 | $94.9 |
| 2013-14 | $80.5 | $10.2 | $5.4 | $96.1 |
- Advertising expenditure is reported as ‘Net’ (excluding GST)
- Source: Victorian Government Advertising Reports
Advertising expenditure by departments and agencies
Victorian Government advertising expenditure - Departments and Agencies - 2014-15 to 2022-23
| Year | Advertising by government departments ($m) | Advertising by government agencies ($m) |
|---|---|---|
| 2023-24 | $31.4 | $71.9 |
| 2022-23 | $54.8 | $85.3 |
| 2021-22 | $75.3 | $74.9 |
| 2020-21 | $86.2 | $61.1 |
| 2019-20 | $35.9 | $48.7 |
| 2018-19 | $32.8 | $70.1 |
| 2017-18 | $28.4 | $77.3 |
| 2016-17 | $19.5 | $62.9 |
| 2015-16 | $10.3 | $64.3 |
| 2014-15 | $28.0 | $66.9 |
- Totals include all advertising expenditure (campaign, functional and recruitment)
- Advertising expenditure is reported as ‘Net’ (excluding GST)
- Source: Victorian Government Advertising Reports
Advertising expenditure by media channel
Victorian government advertising expenditure - by media channel - 2017-18 to 2022-23
| Year | Cinema | Digital/Social | Magazines | Other | Outdoor | Press | Radio | Television | Total |
|---|---|---|---|---|---|---|---|---|---|
| 2023 -24 | $654,808 | $54,471,182 | $322,296 | $287,915 | $15,940,868 | $10,714,026 | $11,144,967 | $9,703,160 | $103,239,222 |
| 2022-23 | $1,308,493 | $65,341,543 | $557,716 | $524,237 | $21,986,860 | $13,175,331 | $16,187,820 | $21,036,280 | $140,118,280 |
| 2021-22 | $905,270 | $67,937,758 | $691,924 | $647,292 | $17,526,338 | $14,400,795 | $20,430,890 | $28,083,422 | $150,623,688 |
| 2020-21 | $226,150 | $51,860,342 | $345,356 | $119,316 | $17,509,808 | $17,227,055 | $27,704,529 | $32,346,073 | $147,338,629 |
| 2019-20 | $766,527 | $27,759,418 | $408,471 | $58,988 | $11,243,550 | $12,455,748 | $12,146,662 | $19,808,749 | $84,648,113 |
| 2018-19 | $1,650,184 | $33,643,618 | $763,099 | $204,649 | $11,320,682 | $13,601,769 | $14,677,102 | $26,984,485 | $102,845,588 |
| 2017-18 | $1,824,995 | $31,628,035 | $768,454 | $1,715,261 | $12,491,072 | $16,103,341 | $14,184,877 | $26,942,031 | $105,658,065 |
- Totals include all advertising expenditure (campaign, functional and recruitment)
- Advertising expenditure is reported as ‘Net’ (excluding GST)
- Source: Victorian Government Advertising Reports
Advertising expenditure by communication priority area
All campaign advertising undertaken by the Victorian Government fulfils one of five ‘priority areas’ for government communications:
- Public safety and behaviour change
- Building social cohesion, civic pride and community spirit
- Supporting commercial and economic investment in Victoria
- Generation of revenue to support Victorian institutions and events
- Ensuring compliance with legislative requirements.
The table below shows campaign advertising expenditure for each ‘Communication priority area’, expressed as a percentage of total expenditure for that year.
Victorian government - percentage of total campaign advertising expenditure - by Communication Priority Area - 2016-17 to 2022-23
| Year | Public safety and behaviour change | Social cohesion, civic pride and community spirit | Commercial and economic investment | Generation of revenue for institutions or events | Compliance with legislative requirements |
|---|---|---|---|---|---|
| 2023 -24 | 54.3% | 3.6% | 5.0% | 36.6% | 0.4% |
| 2022-23 | 48.0% | 1.0% | 25.0% | 22.0% | 4.0% |
| 2021-22 | 61.6% | 1.5% | 24.1% | 11.7% | 1.1% |
| 2020-21 | 73.1% | 1.7% | 20.3% | 4.3% | 0.6% |
| 2019-20 | 79.0% | 1.0% | 6.0% | 12.0% | 2.0% |
| 2018-19 | 56.4% | 2.8% | 20.6% | 14.5% | 5.6% |
| 2017-18 | 67.3% | 2.2% | 17.1% | 13.1% | 0.3% |
| 2016-17 | 64.0% | 4.0% | 7.0% | 24.0% | 2.0% |
- Source: Victorian Government Advertising Reports
Updated 18 March 2026
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