Dáil Éireann Debate, Thursday - 12 February 2026
276. Deputy Matt Carthy asked the Minister for Transport the amount expended by his Department and by each agency for which he is responsible on advertising, promotion, advertising companies and external communications companies or consultants in 2025 and the expected costs for 2026, in tabular form; and if he will make a statement on the matter. [11360/26]
View answerThe Department of Transport uses paid media advertising to engage with the public on a range of matters, including encouraging sustainable travel choices in line with our Climate Action Plan targets for emissions reduction; informing the public about road safety measures such as speed limit reduction; and the promotion of public consultations etc.
My Department places advertising across a range of platforms as required, including TV, out-of-home/outdoor, national and local print, national and local radio, digital, social media, search engine optimisation, video on demand, digital audio and streaming, and paid partnerships.
All forms of advertising are monitored in terms of performance along key metrics, with post-campaign analyses undertaken per campaign to measure effectiveness, value for money, reach and engagement, in order to ensure return on investment for all campaigns, with these insights used to inform future campaign iterations.
In 2025, my Department spent €1,451,462 on advertising promotion services, whereby media space is delivered by a media buying agency contracted on a Government of Ireland procurement framework.
In 2026, it is expected that my Department will continue the Your Journey Counts carbon emissions reduction campaign, along with other campaigns promoting and encouraging a modal shift to active travel on our Greenways, promotion of electric vehicle uptake via State grants and support schemes, improvements in digital driver and vehicle services, public transport passenger safety, etc. It is not possible to provide a specific forecast of this planned activity at this time as budget allocations are being agreed.
The information requested by the Deputy in relation to agencies has been referred to them for direct reply. Please advise my private office if you do not receive a reply within 10 working days.
