Sunday, October 15, 2006

TfL Publicity Budget

My colleague Andrew Pelling obtained this response when he asked about the TfL publicity spending for 2005-6. There are some unusual items included in the broad budget:

Andre Pelling: Please provide a comprehensive breakdown of the £78m expenditure on advertising and communications in 2005-06, showing individual overspends / underspends from both the original 2005-06 budget and the revised budget. Please detail the amounts spent on each type of advertising and each campaign during the year.

Ken Livingstone: Below is an overview of how this budget was allocated:

£40m on advertising, customer information and customer research. The advertising includes safer travel at night activities, road safety campaigns targeting motorcycle riders and vulnerable teenagers, Oyster and additional TfL investments to reassure Londoners after the terror attacks on 7/7.

£10m cleaning and maintaining London's bus shelters.

£13m on equality and inclusion, annual reports, stakeholder consultation and communications and customer magazines.

The £78m also includes around £15m on activities that are not traditionally associated with advertising, marketing and communications. This includes expenditure on direct communications such as phone rental, call charges and purchase.

The amount spent on different types of advertising is 32% TV, 10% radio, 25% outdoor, 14% press and 19% cinema.

Major advertising campaigns during 2005-06 include: Congestion Charging (£2.9m), cycling (£1.16m), London Buses (£2.5m), London Underground (£1.3m) and road safety (£3.4m).

Additional investments were made in response to specific events in 2005-06 that were not anticipated when the base budget was developed. These were:

7/7 - greatly increased costs including additional posters on all modes and the 'Everyone's London' campaign associated with 2 for 1 deals for those using public transport to get to events and attractions.

Additional advertising on the national rail network to explain to customers that Oyster Pay as You Go is not valid following on from the train operating companies' failure to accept TfL's offer of financing Oystercard validators.

Additional marketing on London's buses to combat anti-social behaviour.

Additional support for the London Safety Camera Partnership focused on reducing the number of young people speeding.

Increased publicity to inform those who drive into the capital that the daily congestion charge has increased from £5 to £8 a day.

1 comment:

Anonymous said...

Hi Roger, would you mind emailing me a copy of the FOI request and response. I work for The Bow Group and am preparing a report on this for them. Many thanks, A