Dáil Éireann Debate, Tuesday - 14 May 2024
140. Deputy Carol Nolan asked the Minister for the Environment, Climate and Communications the total costs incurred by his Department from 2019 to date relating to the placing of advertisements in print media; the names of the print media publications involved, in tabular form; and if he will make a statement on the matter. [21863/24]
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 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 regional media is determined by best practice, securing value for money, and target audience, particularly at a regional level.
My Department is unable to provide the Deputy with advertising spend by title, as this is commercially sensitive information. The table below sets out overall advertising expenditure in print media in my Department from 2019 to date in 2024.
All figures are exclusive of VAT.
|
TOTAL Advertising spend in print media |
|
|
2019 |
€67,182 |
|
2020 |
€41,296 |
|
2021 |
€104,129 |
|
2022 |
€806,986 |
|
2023 |
€634,497 |
|
2024 |
€57,876 |
