Armed Forces: Recruitment
(asked on 6th December 2023) - View Source
Question to the Ministry of Defence:
To ask the Secretary of State for Defence, how much his Department spent on recruitment campaigns for the (a) Army, (b) Royal Navy and (c) Royal Air Force; and of this spending how much was on (i) television adverts, (ii) social media adverts, (iii) newspaper adverts and (iv) other in the last 12 months.
Each of the Armed Forces conducts its own recruitment programmes. These are tailored to meet the requirements of each Service and this is reflected in the types of media used. The following information is published by Service.
Royal Navy
Media Type | FY 2022-23 | FY 2023-24 |
TV | £6,467,976 | £5,473,832 |
Social Media | £1,681,500 | £2,123,283 |
Press | £34,417 | N/A |
Total | £8,183,893 | £7,597,115 |
Notes:
Data is provided by Financial Year (FY) (01 April to 31 March).
Press advertising is mainly specialist press rather than newspapers.
Figures for 2023/24 are not year to date as they include media bought but not yet delivered (committed) for Q4 December 2023 to March 2024. This is approximately 50% of the total as Q4 is the peak advertising quarter.
Army
Media Type | RY 2022-23 | RY 2023-24 |
TV | £4,744,996 | £2,839,997 |
Social | £828,028 | £1,238,785 |
Video on Demand (VOD) | £960,152 | £376,582 |
Radio | £1,339,519 | £793,241 |
Digital Audio | £920,526 | £624,316 |
Display | £318,274 | £98,510 |
Cinema | £563,390 | £488,427 |
YouTube | £272,146 | £552,985 |
Gaming | £325,282 | £277,754 |
Job Boards | £544,711 | £666,630 |
Out of Home (OOH) | £200,000 | £508,585 |
Paid Search | £963,676 | £831,088 |
Total | £11,980,700 | £9,296,900 |
Notes:
Data is based upon reconciled spend in Recruitment Year (RY) 2022/23 and RY 2023/24 until the end of August 2023 (RY 22/23 is 01 April 2022 – 31 March 2023 and RY 2023/24 covers 01 April 2023 – 31 August 2023).
Army does not use print advertising.
Royal Air Force
Media Type | FY 2022-23 | FY 2023-24 |
TV Advertising (Inc VoD) | £6,000,000 | £6,700,000 |
Social Media | £2,400,000 | £3,200,000 |
Newspaper /Print Advertising | £170,000 | £30,000 |
Other (inc On-Line Video gaming) | £1,000,000 | £200,000 |
Total | £9,570,000 | £10,130,000 |
Notes:
All figures are rounded.
FY 2023-24 data is subject to change.