We used to deal directly with the federal government until 2023. Every year, the investment that was done through our media outlet has never been very high. Actually, it was less than $5,000 in Ottawa, and pretty much the same amount of money in Toronto.
During the COVID-19 pandemic, we had more investments because it was a matter of public health. Therefore, the government recognized that in order to reach all Canadians, even those who had no access to mainstream media, they had to use CHIN Radio.
The government, I believe, thinks that CHIN Radio is the medium to reach all ethnic people in Canada. It seems that, when it comes down to the marketing portion, there is someone who makes the decision to reserve only a very small, insignificant amount of money for our company or, in general, for the ethnic radio and TV broadcasters.
In 2024, Cossette Media took over the advertising campaigns with the federal government. We faced even further cuts, to the point where it was really minimal. I can just mention that for Ottawa, for Canada Day, there was an investment of merely $2,000. We had to, of course, produce the spots in the language, translate them and be responsible for talent and production. We had to charge another $2,000 for that. In terms of campaigns, with $2,000, the average spot rate is $35.
How many spots can you get for Canada Day, which is a staple? On every Canada Day, there's always a swearing-in of new Canadians. These newcomers to Canada become Canadians.