The recent disclosure of federal government spending reveals a shift in advertising budget allocation following the swearing-in of Prime Minister Mark Carney’s new cabinet last year. The government redirected its focus towards patriotic and economic messages, investing in costly television airtime during major sports events like the Super Bowl and Winter Olympics.
According to the Treasury Board Secretariat’s proactive disclosure for the third quarter of 2025-26, the distribution of advertising resources across government departments was detailed, allowing for comparisons with previous quarters under Justin Trudeau’s leadership. The first-quarter spending of $18 million may have included planned ad campaigns, coinciding with the federal election period in April when the government operates in caretaker mode.
Notable allocations in the first quarter included $3 million each for the Canada Revenue Agency’s tax credits awareness campaign, a housing initiative, and a Parks Canada tourism promotion. In the second quarter, no summer advertising spending was reported as newly appointed ministers were reassessing previous decisions. However, the third quarter saw a significant reallocation with $17 million spent on federal advertising.
The Privy Council Office received $3 million for the “Choose Canada” campaign, featuring TV spots voiced by comedian Rick Mercer. Innovation, Science, and Economic Development Canada (ISED) received $9 million for the “Building Canada’s Economy” campaign, canceling a smaller consumer-protection campaign. Funds were also diverted from departments like Employment and Social Development Canada for various promotional campaigns.
The federal budget in November increased the annual limit for the central advertising fund by $25 million for 2025-26. The spending for the fourth quarter of the fiscal year will be disclosed later, with a potential shift from previous years’ lack of advertising in that period. The government’s communications strategy appears to be focusing more on paid advertising messages, with an additional $80 million allocated for the central advertising fund in the upcoming years.
In response to inquiries, the Privy Council Office mentioned allocating $1 million of its new budget to extend the Choose Canada campaign and fund Olympic-related media purchases. The government emphasizes the importance of reaching Canadians with essential information through various communication channels amidst a changing information consumption landscape.
