Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Work and Pensions:
To ask the Secretary of State for Work and Pensions, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Paul Maynard - Parliamentary Under-Secretary (Department for Work and Pensions)
The Department for Work and Pensions delivers a range of campaigns which are essential in ensuring that vulnerable people and pensioners are aware of the financial support that they are eligible for.
Appropriate advertising is a key government approach to ensure that target audiences receive the correct information and the media channels used are selected based upon their potential impact and cost, ensuring value for money for the taxpayer.
The figures provided in the table below show the percentage of the total spend for each advertising channel during 2023/24.
Channel | % of spend |
National and local newspaper print | 15 |
Digital display | 5 |
Social media | 25 |
Search engines | 5 |
Broadcast and on-demand television | 10 |
Radio and digital audio | 30 |
Out of home | 10 |
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Home Office:
To ask the Secretary of State for the Home Department, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Chris Philp - Minister of State (Home Office)
The Home Office does not hold the information broken down in this way internally.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Transport:
To ask the Secretary of State for Transport, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Anthony Browne - Parliamentary Under-Secretary (Department for Transport)
The Department for Transport Statutory Advertising spend totalled £579,466.32 between February 2023 and January 2024. This included £434,383 in local newspapers and £143.830 in national newspapers.
The Department for Transport net media spend under the ‘it’s everyone’s journey’ and THINK! road safety campaigns in financial year 2023/24 totalled £3,421,441. This included £777,244 in social media, £549,817 broadcast and on-demand television and £2,094,380 in other channels.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the HM Treasury:
To ask the Chancellor of the Exchequer, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Gareth Davies - Exchequer Secretary (HM Treasury)
HMT’s expenditure on these related areas are all published in the public domain and can be found across the below links
a) https://www.gov.uk/government/collections/gpc-spend
b) https://www.gov.uk/government/collections/25000-spend
c) https://www.gov.uk/government/collections/hmt-annual-report
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Science, Innovation & Technology:
To ask the Secretary of State for Science, Innovation and Technology, what proportion of her Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Andrew Griffith - Minister of State (Department for Science, Innovation and Technology)
We are still compiling final spend figures for financial year 23/24. We do acknowledge the importance and usefulness of advertising and marketing expenditure in delivering key information to the public.
Based on our indicative statistics for financial year 23/24, the proportion of the Department of Science, Innovation and Technology marketing spend on each item was as follows:
i) Local newspapers in print and online 0%
ii) National newspapers in print and online 6%
iii) Social media 39%
iv) Search engines 6%
v) Broadcast and on-demand television 0%
vi) Other channels 49%
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Foreign, Commonwealth & Development Office:
To ask the Deputy Foreign Secretary, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by David Rutley - Parliamentary Under-Secretary (Foreign, Commonwealth and Development Office)
The Foreign, Commonwealth and Development Office spent £11,892 in 2022/23 on Advertising costs. This expenditure cannot be broken down further as this is at the lowest level of account code. Advertising and marketing is a necessary and important means of delivering key information to the public.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Digital, Culture, Media & Sport:
To ask the Secretary of State for Culture, Media and Sport, what proportion of her Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Julia Lopez - Minister of State (Department for Science, Innovation and Technology)
The department does not hold comprehensive information to the level of detail requested without incurring a disproportionate cost.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Business and Trade:
To ask the Secretary of State for Business and Trade, what proportion of her Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Alan Mak - Minister of State (Department for Business and Trade) (jointly with the Cabinet Office)
The Department buys marketing media, including advertising, through its retained media buying agency.
2022/23 is the most recent year for which the data is available.
The proportion of this marketing media expenditure by major marketing channel was as follows:
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Ministry of Defence:
To ask the Secretary of State for Defence, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Andrew Murrison - Parliamentary Under-Secretary (Ministry of Defence)
A full departmental response could only be provided at disproportionate cost.
Full advertising and marketing costs for the department are not held centrally. The majority of advertising and marketing expenditure is accounted for by advertising for the Royal Navy, Army, RAF and Ministry of Defence Police to aid recruitment and was provided recently via the PQ answer below.
https://questions-statements.parliament.uk/written-questions/detail/2024-02-29/16378
Expenditure for specific categories i to vi is not held centrally and could also not be extracted without incurring cost.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Environment, Food and Rural Affairs:
To ask the Secretary of State for Environment, Food and Rural Affairs, what proportion of his Department’s (a) advertising and (b) marketing expenditure was on (i) local newspapers in print and online, (ii) national newspapers in print and online, (iii) social media, (iv) search engines, (v) broadcast and on-demand television and (vi) other channels in the most recent year for which data is available.
Answered by Mark Spencer - Minister of State (Department for Environment, Food and Rural Affairs)
Attached is a breakdown of the Department’s advertising and marketing expenditure broken down by channels for 2023/24.
Marketing/advertising is an important part of delivering some of the Department’s policies. Advertising spend allows us to reach audiences in places and ways that ensure they are more responsive and open to hearing about our work and hopefully changing their attitudes and behaviours towards positive action.