In 2008 the Brumby Government was Australia’s eighth largest advertiser*, climbing the rankings and up 17.3 per cent on its 2007 spending, Shadow Minister responsible for Scrutiny of Government David Davis said today.
“The Victorian Government spent more promoting itself to Victorians in 2008 than did Village Cinemas, McDonalds, Qantas, the banks or the car manufacturers in selling their wares to all Australians,” Mr Davis said.According to Nielsen’s Australia’s Top Advertisers report for 2008, the Brumby Government spent $95-100 million last year, compared to $115-120 million spent by the Commonwealth with its much larger audience.
While the Brumby Government increased its spending by 17.3 per cent year on year, the Commonwealth Government actually reduced its advertising spend by 47.7 per cent.
“Given the number of advertisements you see for McDonalds, Qantas, Coke, car companies and all the major banks, it is quite an achievement for the Brumby Government to outrank them all – particularly in a non-election year,” Mr Davis said.
“There’s something very wrong when the Brumby Government misuses taxpayers’ money to this extent at a time when basic services like schools, hospitals, public transport and police are crying out for funds.”
While the Nielsen report is obviously based on an estimate of the Brumby Government’s advertising spend, accurate quantification of the actual dollars spent by John Brumby on taxpayer-funded self-promotion remains top secret.
The Victorian Parliament’s Public Accounts and Estimates Committee in its Report on the2008-09 Budget Estimates – Part Three reported that: ‘The Committee has found it difficult, analysing available information, to obtain consistent year comparisons (of Government advertising expenditure). It continues to be concerned regarding definitional matters in respect to communications, advertising and promotional expenditure.’
“The recent so-called Working Victoria advertisements are yet another example of blatant self-promotion by the Brumby Government and do nothing to inform Victorians of their rights or obligations. Victorians deserve to be fully informed as to exactly how many of their taxpayer dollars are being wasted on this propaganda campaign,” Mr Davis said.
* Nielson Australia’s Top Media Advertisers 2008
