Dáil Éireann Debate, Thursday - 12 February 2026
223. Deputy Peadar Tóibín asked the Minister for Climate, Energy and the Environment the breakdown of the €3,304,830.32 spent to date on advertising by the Department of Climate; Energy and the Environment on the 'Reduce your Use' campaign; and if he will make a statement on the matter. [11210/26]
View answer227. Deputy Peadar Tóibín asked the Minister for Climate, Energy and the Environment to provide a breakdown of the €3,304,830.32 spent to date on advertising by the Department of Climate, Energy and the Environment on the 'Reduce your Use' campaign; and if he will make a statement on the matter. [11221/26]
View answerI propose to take Questions Nos. 223 and 227 together.
My 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.
In recent years, 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, 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. The majority of Department advertising is procured via a media buying agency, and the weighting assigned to digital or traditional media is determined by target audience, best practice and securing value for money.
In the aftermath of Russia's invasion of Ukraine, my Department ran a significant national campaign on energy efficiency and reducing energy use. This “Reduce Your Use” campaign was designed to assist every household in Ireland in dealing with rising energy costs and supporting positive behaviour change.
In reference to the €3,304,830.32 figure, the breakdown of the advertising expenditure by my Department on the Reduce Your Use campaign in 2022 was:
Radio - 47.79%
Print - 22.60%
TV - 19.52%
OOH - 5.83%
Cinema - 1.51%
Social - 1.42%
Digital - 1.33%
