Defence tops soaring federal government ad spend in 2018 financial year
Federal government spending on major ad campaigns jumped by over 50% during the 2018 financial year, with Defence the biggest spender despite the same-sex marriage plebiscite.
In its annual report on campaign advertising by government department and agencies, the Department of Finance has revealed Defence spent $46.1m in advertising during the financial year, nearly a third of the federal government’s total spend of $157m.
There is a big difference between advertising spending in many departments compared to the Department of Defence.
ADF recruiting occurs on a permanent basis and is totally apolitical in its purpose and messages. Such recruitment advertising occurs under any government.
Much of the rest has to do with capability development, chiefly the procurement of new equipment and the maintenance of new and existing systems. Again, most of this occurs under any government.
Much other government advertising, especially regarding financial, taxation and social welfare measures, has primarily a political purpose or, where not, some partisan advantage often also accrues anyway.
This big difference must always be remembered when discussing government advertising.