Information Released in Response to an FOI Request
| Title | Media Expenditure and Methods |
|---|
| Description | Information relating to the Scottish Executive's media expenditure and methods |
|---|
| Publication Date | January 31, 2005 |
|---|
| Charge | Free. |
|---|
The Executive's planned media expenditure for this financial year, 2004-2005, is £5,129,093. We do not hold figures on the media expenditure of the Executive's NDPBs and Agencies centrally. You would need to approach them separately.
In August of this year (2004) we appointed MediaCom as our new media buyers following an extensive procurement exercise via the European Journal and in compliance with EU rules. MediaCom advise us on our use of media following discussions on the work in question and decisions are made based on their advice and our own knowledge. New advertising opportunities are continually assessed as they become known and their worth measured against other offerings with the aim of achieving maximum effectiveness and value for money.
This year we are using all of the main media types, press, radio, television, outdoor and cinema as well ambient and other more specialised platforms.
Any new business wishing to access our expenditure should approach both ourselves and our media buyers informing us of their offering. It will then be considered alongside the other platforms available to us when considering our ongoing requirements. We have no policy of equitably distributing our media expenditure among media owners. Indeed that would go against our policy of ensuring cost effective advertising based on reach and frequency. We use those suppliers who offer the most effective and efficient routes to our audiences bearing in mind overlap and the specific group we are attempting to reach.
The campaigns for the coming year have not yet been planned and I am therefore unable to give you any details. I can say that the level of media expenditure for next year is likely to remain similar to this year. This year we are running some 37 different communication strands and it is likely that many of these will continue into 2005-2006.