Dáil Éireann Debate, Wednesday - 7 February 2024
35. Deputy Peadar Tóibín asked the Minister for the Environment, Climate and Communications the amount spent on traditional and online advertising by his Department in each of the past ten years and to date in 2024, in tabular form. [5347/24]
View answerMy Department uses advertising to promote a range of services, supports and initiatives for people and communities across Ireland.
As the media landscape has evolved over the past number of years, advertising expenditure has grown to address the diverse needs of different audiences, including costs associated with achieving national reach for important public messages. For example, my Department has run a significant national campaign on reducing energy use in 2022, 2023 and 2024. This “reduce your use” campaign was designed to assist every household in Ireland in dealing with rising energy costs. In recent months, advertising expenditure has also grown to ensure that we are meeting our Irish language advertising requirements under the Official Languages (Amendment) Act 2021.
My Department utilises both digital and traditional media, recognising that traditional media is an integral part of Ireland’s communications landscape and a crucial tool for us to connect with communities and regional audiences across Ireland.
The table below sets out overall digital and traditional advertising expenditure in my Department since 2019. It is not possible to identify expenditure on advertising prior to 2019 due to restructuring of Department.
|
Year |
Media Type |
Spend |
|
2019 |
Online |
€4,285.00 |
|
|
Traditional |
€275,520.00 |
|
|
Total |
€279,805 |
|
2020 |
Online |
€8,205.08 |
|
|
Traditional |
€99,693.09 |
|
|
Total |
€107,898.17 |
|
2021 |
Online |
€56,758.84 |
|
|
Traditional |
€459,909.60 |
|
|
Total |
€516,668.44 |
|
2022 |
Online |
€534,398.00 |
|
|
Traditional |
€3,293,683.00 |
|
Total |
€3,828,081.00 |
|
|
2023 |
Online |
€863,757 |
|
|
Traditional |
€2,943,244.00 |
|
|
Total |
€3,807,000.50 |
|
2024 |
Online |
€144,049 |
|
|
Traditional |
€606,197.00 |
|
|
Total |
€750,246.00 |
