Dáil Éireann Debate, Tuesday - 26 July 2022
1203. Deputy Peadar Tóibín asked the Minister for Social Protection the amount spent on traditional and online advertising by her Department in each of the past ten years and to date in 2022, in tabular form. [39962/22]
Amharc ar fhreagraFor the purpose of this response, “the amount spent on traditional and online advertising” is interpreted as media buying costs incurred from public information campaigns, announcements and recruitment notices.
My Department administers over 90 separate schemes and services, which affect the lives of almost every person in the State. The Department is committed to ensuring that members of the public are fully aware of the welfare supports and services that are available, as well as ensuring key changes are communicated to them.
Public information/advertising campaigns are therefore an important part of the Department's work and span national and regional print media and radio, digital, social media and outdoor advertising.
All campaigns are developed and targeted carefully in collaboration with the agency responsible for our media planning and buying. They use the most suitable mix of media formats to ensure that the Department's messages reach members of the public effectively, while ensuring value for money.
All advertising expenditure undertaken by the Department is tendered for in accordance with Government and EU procurement guidelines, including use of framework agreements from the Office of Government Procurement.
Total advertising expenditure in each of the past 10 years, including 2022 spend incurred to date (20/07/2022) is set out in the table which follows.
The increase in advertising spend from 2017 onwards is as a result of the creation of a dedicated Communications and Customer Service Unit, with a focus on strategic external communication and the implementation of a newly developed Customer Communication Strategy.
The significant increase in advertising spend in the years 2020 and 2021 can be attributed to the ongoing requirement to ensure that the public were fully aware of the COVID-19 income supports available to them and any changes to these supports.
|
Year |
Advertising Spend |
|
2012 |
€109,920.94 |
|
2013 |
€54,469.17 |
|
2014 |
€64,095.00 |
|
2015 |
€209,198.58 |
|
2016 |
€87,642.92 |
|
2017 |
€839,102.66 |
|
2018 |
€416,585.00 |
|
2019 |
€845,761.29 |
|
2020 |
€2,538,989.37 |
|
2021 |
€2,289,774.30 |
|
2022 |
* €644,329.86 |
*Invoiced to 20/07/2022
