Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Home Office:
To ask the Secretary of State for the Home Department, what proportion of his 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.
Answered by Chris Philp - Minister of State (Home Office)
The Home Office does not hold the information broken down in this way internally.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Work and Pensions:
To ask the Secretary of State for Work and Pensions, what proportion of his 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.
Answered by Paul Maynard - Parliamentary Under-Secretary (Department for Work and Pensions)
The Department for Work and Pensions delivers a range of campaigns which are essential in ensuring that vulnerable people and pensioners are aware of the financial support that they are eligible for.
Appropriate advertising is a key government approach to ensure that target audiences receive the correct information and the media channels used are selected based upon their potential impact and cost, ensuring value for money for the taxpayer.
The figures provided in the table below show the percentage of the total spend for each advertising channel during 2023/24.
Channel | % of spend |
National and local newspaper print | 15 |
Digital display | 5 |
Social media | 25 |
Search engines | 5 |
Broadcast and on-demand television | 10 |
Radio and digital audio | 30 |
Out of home | 10 |
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Ministry of Defence:
To ask the Secretary of State for Defence, what proportion of his 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.
Answered by Andrew Murrison - Parliamentary Under-Secretary (Ministry of Defence)
A full departmental response could only be provided at disproportionate cost.
Full advertising and marketing costs for the department are not held centrally. The majority of advertising and marketing expenditure is accounted for by advertising for the Royal Navy, Army, RAF and Ministry of Defence Police to aid recruitment and was provided recently via the PQ answer below.
https://questions-statements.parliament.uk/written-questions/detail/2024-02-29/16378
Expenditure for specific categories i to vi is not held centrally and could also not be extracted without incurring cost.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Business and Trade:
To ask the Secretary of State for Business and Trade, 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.
Answered by Alan Mak - Minister of State (Department for Business and Trade) (jointly with the Cabinet Office)
The Department buys marketing media, including advertising, through its retained media buying agency.
2022/23 is the most recent year for which the data is available.
The proportion of this marketing media expenditure by major marketing channel was as follows:
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Environment, Food and Rural Affairs:
To ask the Secretary of State for Environment, Food and Rural Affairs, what proportion of his 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.
Answered by Mark Spencer - Minister of State (Department for Environment, Food and Rural Affairs)
Attached is a breakdown of the Department’s advertising and marketing expenditure broken down by channels for 2023/24.
Marketing/advertising is an important part of delivering some of the Department’s policies. Advertising spend allows us to reach audiences in places and ways that ensure they are more responsive and open to hearing about our work and hopefully changing their attitudes and behaviours towards positive action.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Energy Security & Net Zero:
To ask the Secretary of State for Energy Security and Net Zero, 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.
Answered by Justin Tomlinson - Minister of State (Department for Energy Security and Net Zero)
The Department does not yet have final figures for its 2023/24 advertising and marketing expenditure, the first full year since the Department was created. This information will be published in the Department’s annual accounts on GOV.UK.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Ministry of Justice:
To ask the Secretary of State for Justice, what proportion of his 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.
Answered by Mike Freer - Parliamentary Under-Secretary (Ministry of Justice)
Over financial year 2022/23, the Ministry of Justice’s communications team delivered highly cost-effective marketing campaigns to support operational and policy priorities, such as our Prison and Probation Service recruitment campaigns.
As requested, we have outlined the proportion of the marketing and advertising budget that was spent on advertising broken down in percentages. The categories vary slightly due to the way the data is collected. It is worth noting that due to 2023/24 accounts still being in reconciliation, we are unable to provide data for year 2023/24.
| Proportion |
Local Print (advertising) | 0.04% |
National Print (advertising) | 0.52% |
Online job sites (advertising) | 54.24% |
Online Media Search advertising | 15.69% |
Broadcast and on-demand television (advertising) | 0% |
Other | 13.58% |
Social media (advertising) | 15.94% |
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Digital, Culture, Media & Sport:
To ask the Secretary of State for Culture, Media and Sport, 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.
Answered by Julia Lopez - Minister of State (Department for Science, Innovation and Technology)
The department does not hold comprehensive information to the level of detail requested without incurring a disproportionate cost.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Levelling Up, Housing & Communities:
To ask the Secretary of State for Levelling Up, Housing and Communities, what proportion of his 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.
Answered by Simon Hoare - Parliamentary Under Secretary of State (Department for Levelling Up, Housing and Communities)
The data requested is not held centrally.
Asked by: Stephanie Peacock (Labour - Barnsley East)
Question to the Department for Science, Innovation & Technology:
To ask the Secretary of State for Science, Innovation and Technology, 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.
Answered by Andrew Griffith - Minister of State (Department for Science, Innovation and Technology)
We are still compiling final spend figures for financial year 23/24. We do acknowledge the importance and usefulness of advertising and marketing expenditure in delivering key information to the public.
Based on our indicative statistics for financial year 23/24, the proportion of the Department of Science, Innovation and Technology marketing spend on each item was as follows:
i) Local newspapers in print and online 0%
ii) National newspapers in print and online 6%
iii) Social media 39%
iv) Search engines 6%
v) Broadcast and on-demand television 0%
vi) Other channels 49%