How Much Does The Government Spend On Social Media Advertising?

From our friends at
Factly
Rakesh Dubbudu
India

June 8th, 2018 / 5:38 PM

Image Credits: Money Control, Rozana Spokesman

The Central Government’s expenditure on social media advertising includes the expenditure from the Ministry of Information & Broadcasting (MIB) and the expenditure from MyGov.


Factly had earlier reported that the Central Government spent close to Rs 10000 crore on publicity in the last 16 years. But what is the expenditure on social media?


Is MIB the only Ministry doing outreach/promotional activities for the government?

While the overall publicity expenditure is borne by the MIB, it is not the only organization that is publicizing government programs. MyGov, a division of the Digital India Corporation under the Ministry of Electronics & Information Technology, also does multiple outreach activities of the government including Mann ki Baat, various quizzes, publicizing achievements of the government etc. Hence, the Central Government’s expenditure on social media advertising includes the expenditure from the Ministry of Information & Broadcasting and the expenditure from MyGov.


Total Amount spent on Publicity by MIB

MIB of the Central Government spent close to Rs 10000 crore on publicity in 16 years, from 2002-03 to 2017-18. This includes 10 years of the UPA rule and six years of the NDA. As per DAVP, the data is available only from 2002-03.


Government spending on Social Media marketing_1


As can be seen from the graph, the amount spent on publicity has increased every year except in 2006-07, 2011-12 and 2014-15. It is also interesting to note that the publicity expenditure during election years is substantially more than the normal. For instance, the amount spent from 2004-05 to 2007-08 (4 years) is equal to the amount spent in just two years (2008-09 & 2009-10). Same is the case with 2013-14 & 2014-15. On average, the publicity expenditure in an election year is 40% more than the preceding year. The overall publicity expenditure has been at least Rs 1000 crore in each of the years starting 2013-14.


What about Social Media expenditure by MIB?

As per the information provided by the MIB in response to an application under RTI, a total of Rs 81.62 crore is spent on social media advertisements in the six (6) years between 2012-13 and 2017-18.


Government spending on Social Media marketing_2


The NDA government spent a total of Rs 67.17 crore in the 4 years between 2014-15 and 2017-18. It has to be noted that the spending on social media began in 2012-13.  In the last three years, at least Rs 17 crore is spent on social media advertising each year.


Government spending on Social Media marketing_Total social media expenditure - GOI upto 2017-18


Between 2012-13 and 2015-16, majority of the expenditure was through the internet medium. In 2015-16, the expenditure through the internet medium was almost three times the expenditure on SMS. This trend was reversed in both 2016-17 and 2017-18 when the majority of expenditure was on SMS. In 2017-18, the expenditure on SMS was almost 2.5 times the expenditure through the internet.


Government spending on Social Media marketing_Internet & SMS expenditure - GOI publicity up to 2017-18


What about expenditure on MyGov?

The annual report from MEITY indicates that the total expenditure on MyGov was Rs 106.61 crore in 2016-17. Close to 90% of this expenditure is on advertising & conferences as per the expenditure statement. The annual report for 2017-18 is not yet available.

 

Share your thoughts..

Related Stories

How Much Does The Government Spend On Social Media Advertising?

UIDAI Refuses To Disclose How Much It Spent On Advertising Aadhaar In Past 8 Years, Despite Being Asked Under RTI

From Now On, Facebook Pages That Share Fake News Will Be Blocked From Advertising  

When Water Flows Like Money

On World Water Day, The Story Of People Who Spend Money For Every Single Drop Of Water

My Story: I Spend Very Little Time With My Dad. That’s Something Which Hurts You More As You Grow Up

Sasikala Convicted

Sasikala Convicted, Taken Into Custody, To Spend 4 Years In Jail

Latest on The Logical Indian

News

#Metoo: Anti-Rape Crusader In The Kathua Case, Talib Hussain, Accused Of Raping Multiple Women

Awareness

Rs 11,000 Cr Loan Sanctioned Under PM Modi’s Flagship MUDRA Scheme Turns Into Bad Loan

News

Amritsar Tragedy: Woman Saves 10-Month-Old Baby Flung Into Air Moments Before The Train Hit His Father

Get Inspired

Pune: 14-Yr-Old Girl Puts School Peon Behind Bars Who Molested And Forced Girls To Watch Porn

Awareness

How Recycling Waste Flowers Gave These Dalit Women Dignity Of Labour

News

One More Labourer Loses His Life While Cleaning Sewer In Delhi

x

Stories that deserve attention, delivered to your inbox!

Handpicked, newsworthy stories which deserve the attention of a rational generation.