Dáil Éireann Debate, Wednesday - 1 February 2023
152. Deputy Peadar Tóibín asked the Minister for Social Protection the amount spent by her Department on online advertising in each of the past ten years and to date in 2023, in tabular form; if she will provide details in relation to this spending; and if she will make a statement on the matter. [4859/23]
Amharc ar fhreagraFor the purpose of this response, I have interpreted ‘online advertising’ as being both social media and digital advertising. My Department is committed to ensuring that members of the public are fully aware of the welfare supports and services that are available to them. Public information campaigns, including social media and other digital platforms, are an important part of this work and allows the Department to interact with specific demographics and age groups, for whom this sphere of communication is central to their media and information consumption.
The purchase of digital and online space is managed through a media-buying company contracted by the Department. Value for money is always a critical consideration.
There was no spend on online advertising in 2013 or 2015. Online advertising costs for the years 2014 and 2016-2023 are detailed below:
|
Year |
Social and Digital Advertising Spend |
|
2013 |
€0 |
|
2014 |
€2,399 |
|
2015 |
€0 |
|
2016 |
€29,520 |
|
2017 |
€131,791 |
|
2018 |
€25,741 |
|
2019 |
€184,919 |
|
2020 |
€396,785 |
|
2021 |
€417,378 |
|
2022 |
€226,810 |
|
2023 |
* €10,516 |
* Invoiced amount as of 30/01/2023
