The Department's estimated expenditure on television advertising for the 2009-10 financial year is £26,150,885. This is a provisional figure until records are fully audited at the end of the financial year.
The figures do not include recruitment or classified advertising costs. Advertising spend is defined as covering only media spend (inclusive of agency commissions but excluding production costs, Central Office of Information commission and VAT). All figures exclude advertising rebates and audit adjustments and therefore may differ from Central Office of Information official turnover figures.
The Department evaluates its campaigns using a combination of robust techniques that help to identify exactly what works. In 2009, Smokefree marketing has driven over 715,000 four-week quits. Modelling has also demonstrated a one-year return on marketing investment (ROMI) of an additional £1.20 for every pound of public money spent and a three-year return of £3.84 for every pound spent. The Change4Life campaign has received nearly two million responses and over 400,000 families have signed up. It has been estimated that an additional 10,000 people have been given early access to care as a result of the Department's stroke (Act FAST) campaign in 2009-10, reducing the threat of death and disability.