Army: Advertising
(asked on 6th March 2024) - View Source
Question to the Ministry of Defence:
To ask the Secretary of State for Defence, how much the Army spent on advertising (a) above the line, (b) on Tiktok, (c) on Facebook and Instagram, (d) on Snapchat and (e) on Twitter in each financial year since 2017.
The table shows the cost of the Army’s recruitment advertising costs by financial year.
Media Name | 2018-19 | 2019-20 | 2020-21 | 2021-22 | 2202-23 |
£231,425 | £576,454 | £494,971 | £532,996.82 | £606,351 | |
Snapchat | £79,903 | £130,020 | £204,345 | £388,521.19 | £479,342.14 |
£55,431 | £203,164 | £129,277 | £196,164.98 | £90,000 | |
Display | £1,292,885 | £3,506,037 | £3,804,808 | £3,500,017 | £2,309,891 |
Out of Home | £287,000 | £451,614 | £190,000 | £200,000 | £150,000 |
Radio | £388,980 | £1,813,738 | £859,134 | £1,045,000 | £964,998 |
Paid Search | £209,532 | £699,264 | £1,153,600 | £1,355,525 | £1,165,874.32 |
TV | £1,992,500 | £3,076,945 | £4,429,580 | £2,524,105 | £3,594,987 |
Please note the following notes/caveats:
- These figures are single Service estimates based on management information which is not gathered for statistical purposes or subject to the same level of scrutiny as official statistics produced by Defence Statistics.
- The data for financial year 2018/2019 represents costs from November 2018 to March 2019.
- The breakdown prior to November 2018 is not held. This data would need to be produced by an external contractor who no longer provides this service for the Army.
- Spend on Facebook advertising from March – May 2023 will be incorporated in the 23/24 financial year, as this is the period for which the services were procured.
- Spending on Instagram is incorporated in Facebook figures, as both fall under the umbrella of Meta.
- Recruiting Group do not advertise on TikTok.
- For the purposes of this answer, ‘above the line’ is taken to include Display, Out of Home, Radio, Paid Search and TV.