ABC spends big to promote itself, but won’t say how much

The ABC is rolling out a comprehensive, cross-platform advertising campaign to promote its election coverage — but is refusing to reveal the cost to the taxpayer.

The ABC is promoting its election coverage with a cross-platform media blitz. Picture: AFP

The ABC is rolling out a cross-platform advertising campaign to promote its election coverage – but refusing to reveal the cost to the taxpayer.

Before the election was even called, the national broadcaster launched a TV ad blitz to pump up its election night coverage, starring Leigh Sales, Patricia Karvelas and David Speers.

An ABC ad on Facebook.

Last week it placed ads across social media to promote its political reporting over the six-week election campaign.

The most prominent ABC ad last week was on Facebook, featuring a photo of journalist Annabel Crabb.

The ad, marked as “sponsored” content, reads: “Want to know what’s happening in the world of politics?”

The Australian asked the ABC for the cost of its election advertising on social media, but did not receive an answer.

However, in previous years, the ABC has disclosed to Senate Estimates that it has spent more than half of its annual marketing budget on social media campaigns and promotions.