Data Shows How Little Australian Governments Have Spent On Vaccine-Specific Ads

Data Shows How Little Australian Governments Have Spent On Vaccine-Specific Ads

The digital marketing intelligence platform Pathmatics has revealed digital advertising spend on the Australian government’s COVID vaccine campaign.

It has found that of the $6 million spent by the Australian government on digital ads (e.g. Facebook and Google) between April 2020 – June 2021:

  • Half of this ($3 million) has been spent on COVID-related campaigns
  • Just $32,000 has been spent on vaccine-specific campaigns

Despite vaccine hesitancy being at an all-time high, along with confusion around who is eligible for what, the Australian government has publicly stated it sees no reason to increase investment on an education campaign.

A state by state breakdown on COVID campaign ad spend reveals:

  • NSW has led the way with its COVID campaign ad spend, totalling $4.7 million
  • This is closely followed by Queensland at $3.5 million
  • Despite experiencing Australia’s harshest lockdowns, Victoria has spent $900,000

The full insights can be found below:

Government campaign breakdown from April 2020-June 2021:

  • Government total ad spend – $6,000,000 ($5,600,000 of which has been spent on Facebook ads)
  • Government COVID ad spend – $3,000,000
  • Government vaccine ad spend – $32,000

How COVID campaign spend has changed over the quarter at a government level:

  • Q2 2020 – $2,600,000
  • Q3 2020 – $145,000
  • Q4 2020 – $9,000
  • Q1 2021 – $32,000
  • Q2 2021 – $38,000

How vaccine campaign spend has changed over the quarter at a government level:

  • Q2 2020 – $7,000
  • Q1 2021 – $22,000
  • Q2 2021 – $4,000

Top government COVID campaigns from April 2020 – June 2021 (based on spend):

State by state breakdown for COVID campaigns from April 2020 – June 2021:

  • New South Wales  $4,700,000
  • Queensland  $3,500,000
  • Victoria  $900,000
  • South Australia  $700,000
  • The Australian Capital Territory  $200,000
  • Tasmania – $53,000
  • Western Australian  $1,700
  • The Northern Territory  $0

 

 




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Coronavirus advertising pathmatics

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