Census 2021 advertising expenditure

Dyddiad y datganiad:
29 June 2022

FOI Reference: FOI/2022/4216

You asked

This is an information request relating to advertising for the recent 2021 census.

Please provide me with information on how much was spent on advertising for the census. Please provide me with total spend and break it down by platform/medium, for example:

  • Social media advertising (Facebook, Twitter, Snapchat, Tik Tok, Reddit, Instagram)
  • Print advertising (newspapers, magazines, journals)
  • Digital advertising (web pages)
  • Broadcast advertising (television, films, radio, podcasts)
  • Physical advertising (billboards, bus stops, posters, flyers)

We said

​Thank you for your request.

Total actual Census 2021 advertising expenditure was £16,595,736.01. We do not hold information broken down by the stated categories within our financial systems however we have provided an estimation of expenditure by advertising category as detailed in the table below.

Advertising CategoryExpenditure
Social media advertising (1)£2,424,302.72
Print advertising£1,290,626.30
Digital advertising£3,535,046.69
Broadcast advertising£4,311,909.97
Physical advertising£1,910,384.28
Paid Media Partnerships (2)£3,123,466.05
Total£16,595,736.01

Notes

  1. Tik Tok, Snapchat or Reddit were not used in social media advertising.
  2. Paid Media Partnerships encompasses advertising across multiple categories, for which a breakdown is not held.

Download this table

.xls .csv

Gwneud cais Rhyddid Gwybodaeth

Everything you need to know about Freedom of Information and how to go about making a request.