Question to the Department for Education:

To ask the Secretary of State for Education, 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.

In 2022/23, the department continued to deliver communications activity in support of ministerial priorities and the wider government communications plan across its remit of skills, schools and families. This included campaigns to support the government’s ambitious skills reform programme, maximising take up of childcare entitlements, inspiring more people to teach in schools and a new campaign to attract professionals to share their skills by becoming teachers in further education.

Most communications continue to be delivered in–house at no additional cost, as part of cross-government campaigns or at low cost by supporting and co–ordinating partners’ activity. Government marketing plays a crucial role in achieving operational and policy objectives, as well as driving behaviour change. Where paid-for communications are used, these are subject to the Cabinet Office’s advertising, marketing and communications spending controls. These controls ensure that, where taxpayer money is being spent on government communications, it is cost-effective, co-ordinated and reflects functional standards and professional best practices. Paid-for communications also comply with government and departmental procurement or governance policies and processes.

The latest period for which final and consolidated total spend across all Department for Education campaigns is available for the 2022/23 financial year. Spend across the channels requested is outlined below: