202300339065 · FOI · unclear
Spend on advertising: FOI release
Information requested
Total spend on advertising in 2018, 2019, 2020, 2021 and 2022 In 2018, 2019, 2020, 2021 and 2022 what percentage of Scottish Government ad spend went on: (a) digital advertising and of that, what percentage was: (b) personalised advertising traded through Real Time Bidding on the open exchange In 2018, 2019, 2020, 2021 and 2022 what percentage of Scottish Government ad spend went to regional and local UK newsbrand publishers: (a) in print (b) online In 2018, 2019, 2020, 2021 and 2022 what percentage of Scottish Government ad spend went to national newsbrand publishers: (a) in print (b) online In 2018, 2019, 2020, 2021 and 2022 what percentage of Scottish Government ad spend went on social media. What percentage of government ad spend went to: (a) Google (b) Facebook (c) other major online platforms
Response
Total advertising spend from 2018 to 2022.
2018 2019 2020 2021 2022 £3,485,172 £4,242,580 £20,511,787 £27,829,652 £12,663,288
(a) Total percentage of spend in digital.
2018 2019 2020 2021 2022 28.40% 36.95% 25.06% 30.50% 32.26%
(b) Total percentage of digital spend personalised through Real Time Bidding Exchange.
2018 2019 2020 2021 2022 9.64% 10.11% 19.30% 17.58% 32.20%
(a) Total percentage of spend to regional and local UK newsbrand publishers for print.
2018 2019 2020 2021 2022 7.92% 3.14% 9.19% 3.79% 2.42%
(b) Total percentage of spend to regional and local UK newsbrand publishers for digital.
2018 2019 2020 2021 2022 0.33% 0.13% 1.25% 0.09% 0%
(a) Total percentage of spend to national UK newsbrand publishers for print.
2018 2019 2020 2021 2022 0.66% 1.50% 3.63% 1.73% 3.38%
(b) Total percentage of spend to national UK newsbrand publishers for digital.
2018 2019 2020 2021 2022 0.28% 1.89% 0.53% 0.34% 0.27%
Total percentage of spend on social media.
2018 2019 2020 2021 2022 10.86% 10.59% 9.40% 12.97% 13.60%
(a) Total percentage of spend on Google (Youtube).
2018 2019 2020 2021 2022 1.37% 1.82% 0.24% 2.76% 2.56%
(b) Total percentage of spend on Facebook. (Facebook 2021 and 2022 spends include Instagram when their billing structures combined).
2018 2019 2020 2021 2022 7.49% 6.06% 6.27% 8.11% 9.09%
(c) Breakdown of total percentage spend by other major online platforms.
2018 2019 2020 2021 2022 14.69% 12.41% 9.69% 15.46% 16.11%
Note: We have taken this to mean Instagram, Twitter, Snapchat, Linkedin, Tiktok, Youtube, Pinterest, Reddit and PingPong. A breakdown of each platform is supplied below.
Total percentage spend on Instagram (Facebook 2021 and 2022 spends include Instagram when their billing structures combined so no spend shown below).
2018 2019 2020 2021 2022 1.54% 1.76% 0.06% 0.00% 0.00%
Total percentage spend on Twitter.
2018 2019 2020 2021 2022 0.74% 2.37% 2.22% 3.55% 2.95%
Total percentage spend on Snapchat.
2018 2019 2020 2021 2022 0.92% 0.33% 0.49% 0.25% 0.59%
Total percentage spend on Linkedin.
2018 2019 2020 2021 2022 0.10% 0.07% 0.01% 0.27% 0.03%
Total percentage spend on Tiktok.
2018 2019 2020 2021 2022 0.00% 0.00% 0.35% 0.46% 0.89%
Total percentage spend on Youtube.
2018 2019 2020 2021 2022 1.37% 1.82% 0.24% 2.76% 2.56%
Total percentage spend on Pinterest.
2018 2019 2020 2021 2022 0.00% 0.00% 0.00% 0.01% 0.00%
Total percentage spend on Reddit.
2018 2019 2020 2021 2022 0.00% 0.00% 0.04% 0.05% 0.00%
Total percentage spend on PingPong.
2018 2019 2020 2021 2022 2.53% 0.00% 0.00% 0.00% 0.00%
About FOI
The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at http://www.gov.scot/foi-responses.
Contact Please quote the FOI reference Central Enquiry Unit Email: ceu@gov.scot Phone: 0300 244 4000 The Scottish Government St Andrews House Regent Road Edinburgh EH1 3DG
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