Dáil Éireann Debate, Thursday - 8 September 2022
1139. Deputy Sean Sherlock asked the Minister for Social Protection the amount her Department has spent on advertising on social media in 2021 and to date in 2022; the amount spent per platform; and the campaigns per platform, in tabular form. [43382/22]
Amharc ar fhreagraFor the purpose of this response, we have interpreted ‘amount spent on social media’ as media buying costs incurred from public information campaigns, announcements and recruitment notices on social media channels.
Advertising on social media in 2021
In total, the Department delivered 18 public information campaigns in 2021, and 15 included advertising on social media channels. Of these campaigns, seven related to the promotion of COVID-19 income supports.
Total spend and spend per platform 2021
Details of the 2021 total spend (ex VAT and agency fees) on social media, as well as the spend on each social media platform is outlined below:
|
Facebook/Instagram |
€108,305.61 |
|
|
€29,242.31 |
|
|
€3,093.98 |
|
Total Social Media Ad Spend 2021 |
€140,641.90 |
Campaigns per social media platform 2021
|
Year |
Campaign name |
Platform Used |
Platform Used |
Platform Used |
|
Facebook/Instagram |
|
|
||
|
2021 |
Child Maintenance Consultation |
Yes |
||
|
2021 |
Pensions Commission Consultation |
Yes |
||
|
2021 |
EURES Health Care Recruitment |
Yes |
||
|
2021 |
Enhanced Illness Benefit |
Yes |
||
|
2021 |
PUP - Apply Online |
Yes |
||
|
2021 |
My Welfare Jobseekers |
Yes |
Yes |
|
|
2021 |
Stop PUP |
Yes |
Yes |
|
|
2021 |
Treatment Benefit - Increased Grant for Hearing Aid |
Yes |
Yes |
|
|
2021 |
GRO (consultation on registration of deaths) |
Yes |
Yes |
|
|
2021 |
Re-opening/Stop Your PUP (phase two) |
Yes |
Yes |
|
|
2021 |
PUP Eligibility (July) |
Yes |
Yes |
|
|
2021 |
PUP Is Changing (PUP September rate change) |
Yes |
Yes |
|
|
2021 |
Work Placement Experience Programme |
Yes |
Yes |
Yes |
|
2021 |
PUP Is Changing (November) |
Yes |
Yes |
|
|
2021 |
Christmas Payments Schedule |
Yes |
Yes |
Yes |
Advertising on social media in 2022
To date the Department has delivered seven public information campaigns in 2022.
Five of these campaigns included social media advertising. Invoices have been received for four of these, with remaining invoices for one campaign just completed.
Total spend and spend per platform 2022
Details of the 2022 total spend (ex VAT and agency fees) on social media, as well as the spend on each social media platform are outlined below:
|
Facebook/Instagram |
€9,003.87 |
|
|
€ 9,003.72 |
|
|
€0.00 |
|
Total Social Media Ad Spend 2022* |
€18,007.59 |
* Amounts are those which have been invoiced to date.
Campaigns per social media platform 2022
|
Year |
Campaign name |
Platform Used |
Platform Used |
Platform Used |
|
Facebook/Instagram |
|
|
||
|
2022 |
Help with Heating Costs |
Yes |
Yes |
|
|
2022 |
Reasonable Accommodation Fund |
Yes |
Yes |
|
|
2022 |
Treatment Benefit |
Yes |
Yes |
|
|
2022 |
Additional Needs Payment |
Yes |
||
|
2022 |
Household Benefits - Apply Online * |
Yes |
* campaign spend not yet invoiced as at 5 September 2022, not included in total 2022 spend to date.
