My 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 on a national and regional level, 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.
All Department advertising is procured via a media buying agency, and the weighting assigned to digital or traditional media is determined by target audience, best practice and securing value for money.
The table below sets out advertising expenditure in my Department in 2022 and 2023. The “all media” total is our full advertising spend across all channels including print, radio, TV, digital, Out of Home, and cinema inclusive of all national and regional media.
As requested, figures for regional print and regional broadcast are broken out from that total.
All figures are inclusive of VAT.
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TOTAL
(National + regional, all media)
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Regional Print
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Regional Broadcast
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2022
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€4,461,788.09
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€243,119.34
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€819,883.38
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2023
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€4,571,045.20
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€264,451.00
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€706,455.00
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