GLA Adverts and Sponsored Content

Questions to the Mayor of London – answered on 8th January 2021.

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Photo of Shaun Bailey Shaun Bailey Conservative

How much has the GLA spent on adverts and other sponsored content in newspapers, each year since 2014/15 including the current year? Please provide a breakdown.

Photo of Sadiq Khan Sadiq Khan Mayor of London

It’s vital that Londoners know about the work of City Hall and the policies and initiatives that impact their lives and which they can take advantage of. This includes making sure Londoners are aware of and can respond to statutory consultations or attend statutory events, such as People’s Question Time. It also includes making Londoners aware of wider opportunities including cultural events, programmes and services across the capital.

Examples of issues we use newspaper adverts for include, in the Hounslow Borough Chronicle to inform Londoners about PQT, in housing trade press to encourage bids for members of the London Development Panel, on London Power so Londoners know about affordable energy deals, and statutory notices placed in local newspapers to inform Londoners about various public announcements. An example of a statutory notice is one informing Londoners about an Examination in Public on the draft New London Plan.

We work with Wavemaker, our appointed media planning and buying agency, to ensure we use advertising to reach and engage Londoners in the most effective way and are responsive to their needs. Wavemaker recommend paid advertising in newspapers as a cost effective and impactful way to reach specific London audiences particularly those Londoners who do not access digital channels.

Wavemaker has supplied the data below broken down by financial year. This table shows the combined media costs for advertising and other sponsored content placed in the newspapers, and for newspaper partnership activity, since 2014/15. Please note the 2019/20 figure includes newspaper advertising to promote the new affordable London Power tariffs to Londoners to help them save money.

GLA Spend

14/15

£48,375.28

15/16

£72,893.32

16/17

£60,675.34

17/18

£7,347.60

18/19

£8,945.69

19/20

£23,410.95

In addition to the above, the Greater London Returning Officer has a responsibility to provide the electorate with information about the Mayor of London and London Assembly Elections. This includes running a public awareness campaign in the run-up to the elections. In 2016 this included advertising in newspapers, the costs of which are set out below.

Mayor of London and London Assembly Elections

15/16

£  18,150.93

16/17

£  11,847.25