Appendix E: Advertising and market research
In 2015–16, the AEC delivered a national public information campaign for the 2016 federal election and changes to Senate voting that were introduced in March 2016. Advertising was tailored and translated for culturally and linguistically diverse and Indigenous audiences.
Further information on the advertising campaign is available on the AEC website and in reports on Australian Government advertising prepared by the Department of Finance. Those reports are available on the Department of Finance’s website at www.finance.gov.au.
The Canning and North Sydney by-elections in 2015–16 were supported by local and online advertising and direct mail.
Table 39 provides particulars of payments of not less than $12 700 (GST inclusive) to advertising agencies, and market research, polling, direct mail and media advertising organisations, as required under Section 311A of the Commonwealth Electoral Act 1918.
Figures reflect payments above the threshold unless otherwise specified. (There were no payments of $12 700 or more to polling or direct mail organisations.)
|Agency type||Agency name||Details||Amount
|Advertising agency||BMF Advertising||Creative head hours associated with the Senate education campaign and the 2016 federal election.||$609 549|
|Advertising agency||Cultural Perspectives||Creative head hours associated with the Senate education campaign and the 2016 federal election.||$91 765|
|Market research||Orima||Developmental, concept and refinement testing of the AEC’s advertising campaign.||$342 923|
|Market research||Wallis Consulting Group||Qualitative and quantitative market research services including campaign benchmark and tracking.||$528 026|
|Media advertising organisations||Dentsu Mitchella||Media placement: campaign advertising associated with the Senate education campaign and the 2016 federal election; non-campaign advertising associated with the election campaign, electoral redistributions, industrial and commercial elections, recruitment and other advertising.||$49 289 800|
|Total||$50 862 063|
- Due to the way payments are reported to the AEC, figures from Dentsu Mitchell include invoices below the threshold.