The cash-strapped NT Government spent more than $400,000 on a single advertisement to promote its much criticised 'Boundless Possible' campaign.
In answers to questions from the NT Opposition today, the government revealed it spent $403,406.74 on the 60 second television advertisement.
The ad was run during the AFL grand final coverage late last year.
The government has also revealed it plans to spend $1.8 million annually on its 'Boundless Possible' campaign which cost an approximate $1.5 million to create.
The campaign aims to lure investment and added population to the NT.
“We need to bust those myths about the Territory, and I’m thrilled the Territory will be centre stage at one of the biggest sporting events in Australia – the AFL Grand Final, where so many Territory sporting legends have left their mark," Chief Minister Michael Gunner said at the time of the ad's launch.
“Telling the modern Territory story is also about sharing the story of our incredible success stories in trade and innovation, and letting the world know that we are a great place to invest.”
Deputy Opposition leader Lia Finocchiaro questioned how many people have moved to the Territory as a result of the campaign.
“The Government has not put in place key performance indicators, performance measures or evaluation measures. How can Labor commit to an endless financial investment if it doesn’t know it’s achieving anything for Territorians’ money?
“The answers to our questions talk about ‘click through rates’ and 661 expressions of interest as achieving “results” but there is no clear indication the campaign is hitting the mark – how many people have moved to the Territory because of the Masterbrand? Has there been additional business investment? Are tourist visitation numbers increasing as a result of investments like the AFL grand final advertising?
Mr Gunner, who plans to be in Katherine on Monday, also travelled to Melbourne at the time to watch the Magpies unsuccessfully take on West Coast at the MCG.
The NT Government said an estimated 4.297 million people watched the 2018 AFL Grand Final.
The campaign had received 661 expressions of interest through the subscription form; and 13,500 visitors to the websites.
"Advertising during the AFL Grand Final was chosen for the following reasons," the government said in response to Opposition questions.
"The AFL Grand Final is one of the highest rating national television events year on year.
"The AFL Grand Final is more gender balanced than the NRL Grand Final, with 41% of viewers being female.
"The AFL Grand Final has evenly spread viewership nationally, including New South Wales, whereas the NRL Grand Final viewership was skewed towards, Queensland, New South Wales, and to a lesser degree Victoria.
"The AFL Grand Final presented better value for money for the 60 second television commercial, given the timing of the booking close to the event."
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