Government out of step on social media ads

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News Media Canada

Despite low level of trust, federal government favours social media advertising. On January 31, 2019 the federal government released the 2017/2018 Annual Report on Government of Canada Advertising Activities. This report includes information on ad expenditures, major campaigns and results from select campaigns.

The short story is that the federal government now favours digital media, primarily social media like Facebook, for communicating with Canadians.

In 2017/18 the total media expenditures were just over $27 million and digital accounted for more than $18 million (about two thirds). The bulk of federal government digital dollars are going to social media (primarily Facebook). Less than $150,000 went to daily and community newspapers, despite the fact that Canadians trust newspapers more than any other media. Research from 2018 also confirms that Canadians believe newspapers are more appropriate than social media for communication about government programs and services.

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