The latest figures reveal that the federal government adjusted its advertising budget following the inauguration of Prime Minister Mark Carney’s new cabinet last year. The reallocation focused on patriotic and economic themes, with a strategic shift towards expensive television airtime during major sports events like the Super Bowl and Winter Olympics.
According to the Treasury Board Secretariat’s proactive disclosure of spending from the central advertising fund for the third quarter of 2025-26, the distribution of advertising resources among government departments was detailed. A comparison with previous quarters under Justin Trudeau’s leadership was also provided.
The first-quarter spending totaled $18 million, possibly reflecting pre-planned ad campaigns, including a Canada Revenue Agency awareness initiative on tax credits and benefits, a housing campaign, and a Parks Canada tourism promotion.
In the second quarter (July to September), no summer advertising expenses were reported, coinciding with a period of ministerial transitions. The significant changes emerged in the third quarter (October to December) with $17 million spent on federal advertising. Notably, the Privy Council Office received $3 million for its “Choose Canada” campaign, while Innovation, Science and Economic Development Canada was allocated $9 million for the “Building Canada’s Economy” campaign.
Funds were reallocated from various departments, impacting programs for seniors, youth, inclusive workplaces, and tourism and housing advertising. The government also boosted the central advertising fund by $25 million in the November budget, signaling increased emphasis on advertising messages in the coming years.
The spending for the final quarter (January to March) of the current fiscal year is pending disclosure. The government’s communication strategy appears to be evolving, with a focus on reaching Canadians through various channels and ensuring timely and accurate information delivery about government priorities and initiatives.