I'm talking about funding related to government advertising programs. Among the horizontal items, including supplementary estimates—you have both supplementary (A)s and (B)s here—what you see is $16 million allotted to the Department of Finance. This would be for the economic action plan ads, I'm assuming. There's a little bit here and there in the supplementary (B)s—you have Heritage, obviously because of the 1812 celebrations.
But there were reports done for Finance in both 2011 and 2012. On July 18, 2011, Harris/Decima completed a reported for Finance Canada on the effectiveness of the advertising, and 84% of Canadians had not heard about the next phase of Canada's economic action plan. Of the 13% of Canadians who had heard of it, 61% couldn't or wouldn't recall a single part of that plan. The total expenditure was $16 million.
Ipsos Reid has said that this year alone more than two-thirds of Canadians never saw any advertising for Canada's economic action plan. Of those who could remember the ads, 23% could remember the phrase, “economic action plan”. That's a lot of money for brand awareness that doesn't seem to lead to people being too aware of the term “economic action plan” itself, which apparently is at the forefront of what this plan is all about.
The evidence shows that in 2011 and 2012 the numbers are the same for penetration and brand awareness, but the budget went from $8.7 million to $16 million. Something doesn't seem to be right. It's not really working. When you look at this, and you realize that from last year.... That's a big sum. Most of it has gone to Finance for the economic action plan—is that correct?