Boundless Possible advertisement during AFL Grand Final cost taxpayers more than $400,000
The Northern Territory Government spent more than $400,000 on a 60-second commercial played during last year’s AFL Grand Final just months before the Government declared it was broke, documents recently made public have revealed.
- The NT Government has not provided any details about how its Boundless Possible Masterbrand will be evaluated
- It said a Boundless Possible advertisement led to 13,500 visitors to its website
- It said the AFL Grand Final advertising spot provided better value for money than the Rugby League Grand Final
The commercial advertised its Boundless Possible Masterbrand, which gives thousands of dollars to interstate residents who move to the region and is a sore point for many Territorians struggling through the current economic downturn.
The documents show the NT Government set aside $2.17 million last financial year and will have $2.97 million this financial year for the strategy.
A 60-second television advertisement shown during the AFL Grand Final last year cost $403,406, which the Government believes was seen by the 4.3 million people who watched the match.
However Opposition Leader Lia Finocchiaro questioned how many of those grand final viewers would have seen it.
“[It ran] at a time where people were probably getting up and going to the toilet, buying another pie,” she said.
“That’s something like $6,666 per second of taxpayers’ money and the only thing that this government showed the rest of the country is that their ability to manage the books is boundlessly incompetent.”
But even more concerning to Ms Finocchiaro was the lack of details provided by the Government on how the campaign would be evaluated and measured, even when specifically asked.
“Astonishingly the Government does not have a plan to measure the key performance indicators of this plan,” she said.
“It has no way of measuring whether it’s actually achieving what it set out to achieve.
“And they are spending millions of dollars of taxpayers money, just out the door without any measurement of success.”
The Government said the advertisement resulted in 661 expressions of interest through the subscription form and 13,500 visitors to its websites.
‘Better value’ than Rugby League Grand Final
Asked why a similar advertisement was not shown during the Rugby League Grand Final, the Government said the AFL grand final was “more gender-balanced” with 41 per cent female viewers.
It also said the AFL Grand Final had a more even spread of viewership nationally and presented better value for money “given the timing of the booking close to the event”.
The campaign aims to change perceptions about the Territory and promote it as a place to live and work.
It will also see the Government pay people to move to the Territory, with families eligible for more than $15,000 over five years.
So far just three applicants have received a total of $18,000 in payments.
Another 15 applicants are awaiting payment.