Half the federal government's digital ad spend is on COVID-related campaigns

Chris Pash
By Chris Pash | 5 July 2021

Half the $6 million spent by the federal government on digital ads between April 2020 and June this year was on on COVID-related campaigns, according to analysis by Pathmatics, the digital marketing intelligence platform.

Most of that spend went to Facebook.

However, just $32,000 was spent on vaccine-specific campaigns. 

A state by state breakdown on COVID campaign ad spend reveals: NSW led the way with its COVID campaign ad spend  totalling $4.7 million, closely followed by Queensland at $3.5 million and Victoria at $900,000. 

• 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

Top government COVID campaigns based on spend:

Federal government COVID ad spend:

ad spend by fed govt

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