Dáil Éireann Debate, Tuesday - 13 January 2026
1556. Deputy Matt Carthy asked the Minister for Social Protection the amount expended on advertising and promotion in his Department, and within each agency for which he is responsible, for 2022 to 2024, by year and budgeted for 2026; and if he will make a statement on the matter. [75221/25]
View answerFor the purpose of this response, I have interpreted “the amount expended on advertising and promotion” as media buying costs incurred from public information campaigns, announcements and recruitment notices.
My Department administers more than 140 separate schemes and services, which affect the lives of almost every person in the State. We are committed to ensuring that members of the public are aware of the welfare supports and services available, and that key changes are communicated to them. Paid public information campaigns play an important role in achieving this objective.
All campaigns are developed and targeted carefully in collaboration with our media buying agency, using the best mix of media formats to ensure that the Department's messages reach members of the public effectively, while ensuring value for money.
Please see below in tabular form the total expenditure incurred by my Department and bodies under the aegis of my Department on advertising and promotion in the years 2022-2024. The total cited per year represents the total expenditure invoiced and paid within each year – this may include work undertaken in the previous year but not invoiced until that year.
Please note that these figures include VAT, ASAI, and agency fees.
|
- |
Total Advertising Costs 2022 |
Total Advertising Costs 2023 |
Total Advertising Costs 2024 |
|
Department of Social Protection (DSP) |
€1,352,300.85 |
€1,462,679.07 |
€1,988,634.99 |
|
Pensions Council |
Nil |
Nil |
Nil |
|
Pensions Authority |
€144,349 |
€103,001 |
€94,655 |
|
Citizens Information Board |
€351,520.69 |
€307,500.66 |
€311,206.36 |
The total budget allocated for communications activity by my Department in 2026 is €3.42 million (including VAT). This allocation covers a range of customer communications activity, including advertising, creative development, customer service events, market research, videography, accessible content development, and a range of other public information and outreach initiatives.
Projected advertising costs for the agencies under the aegis of my Department in 2026 are as follows:
• Pensions Council – Nil advertising costs are expected for 2026.
• Pensions Authority – Advertising costs for 2026 are estimated at €20,000 (including VAT).
• Citizens Information Board - The projected media spend for the Abhaile project in 2026 is approximately €320,000. Communications planning for 2026 has not yet been finalised, so any additional expenditure has yet to be confirmed.
