Dáil Éireann Debate, Tuesday - 14 October 2025
819. Deputy Gary Gannon asked the Minister for Health her expenditure on advertising, with details of the objective, duration, social media platforms, reach, audience, CTR and cost of each social media advertising campaign, in 2023 to date in 2025; and if she will make a statement on the matter. [54673/25]
View answerThe Department of Health engages the services of various agencies for the purposes of advertisement placement and reaching audiences across a range of media including online, print media, radio, outdoor and TV. A media buying agency secures advertising space on behalf of the Department. They develop media plans selecting a media mix which will reach as large a group as possible among the target audience and make them aware of the message. Their selection of media is based on the most effective use of budget guided by the reach of media matched to the target audience.
The amounts outlined in the following table were spent on traditional and online advertising over the years 2023-2025. Department of Health advertising spend included the first national Government-led menopause awareness campaign, COVID-19, winter viruses, raising awareness of the expansion of the Free Contraception scheme, raising awareness of the expansion of the GP Visit Card scheme, as well as supporting various public consultations and public notices.
The level of advertising spend varies depending on the public health requirements at the time.
|
Outlet |
2023 |
2024 |
2025 |
Total |
|
Offline Media |
€ 1,699,641 |
€ 486,011 |
€ 632,699 |
€ 2,818,351 |
|
OUTDOOR |
€ 80,199 |
€ 104,541 |
€ 131,020 |
€ 315,760 |
|
PRESS |
€ 188,448 |
€ 56,507 |
€ 115,430 |
€ 360,385 |
|
RADIO |
€ 721,150 |
€ 238,690 |
€ 300,753 |
€ 1,260,593 |
|
TELEVISION |
€ 709,844 |
€ 86,273 |
€ 85,496 |
€ 881,613 |
|
Online Media |
€ 371,527 |
€ 87,185 |
€ 181,168 |
€ 639,880 |
|
|
€ 83,909 |
€ 48,686 |
€ 48,249 |
€ 180,844 |
|
TIKTOK |
€ 22,987 |
|
€ 19,253 |
€ 42,240 |
|
YOUTUBE |
€ 66,907 |
€ 9,010 |
|
€ 75,917 |
|
OMG MARKETPLACE |
€ 32,506 |
€ 2,177 |
|
€ 34,683 |
|
GOOGLE SEARCH |
€ 10,647 |
|
€ 1583 |
€ 12,230 |
|
PHD PROGRAMMATIC |
€ 20,480 |
€ 860 |
|
€ 21,340 |
|
INTEGRAL AD SCIENCE EURO |
€ 1,937 |
€ 362 |
|
€ 2,299 |
|
DOUBLE CLICK INTERNATIONAL |
€ 1,351 |
€ 90 |
€ 910 |
€ 2351 |
|
Virgin Media Solutions |
€ 19,000 |
|
|
€ 19,000 |
|
ACAST |
€ 17,000 |
€ 12,000 |
€ 17,317 |
€ 46,317 |
|
AUDIOXI |
€ 17,000 |
€ 4,000 |
|
€ 21,000 |
|
ALL4 |
€ 12,000 |
|
|
€ 12,000 |
|
|
€ 1,243 |
|
|
€ 1,243 |
|
SKY MEDIA |
€ 9,960 |
|
|
€ 9,960 |
|
AUDIOONE |
€ 6,000 |
|
€ 13,034 |
€ 19,034 |
|
SPOTIFY |
€ 6,000 |
€ 10,000 |
|
€ 16,000 |
|
DAILY MAIL |
€ 20,000 |
|
|
€ 20,000 |
|
RTE PLAYER |
€ 22,600 |
|
|
€ 22,600 |
|
DV360 DISPLAY DMX |
|
|
€ 29,376 |
€ 29,376 |
|
CONVERGE |
|
|
€ 46,203 |
€ 46,203 |
|
TUAIRISC.IE |
|
|
€ 989 |
€ 989 |
|
CHANNEL 4 DIRECT |
|
|
€ 602 |
€ 602 |
|
SNAPCHAT |
|
|
€ 3652 |
€ 3652 |
|
Grand Total |
€ 2,071,168 |
€ 573,196 |
€ 813,867 |
€ 3,458,231 |
