Dáil Éireann Debate, Thursday - 14 May 2026
243. Deputy John Clendennen asked the Minister for Transport if he will provide a breakdown of spending on advertising that was funded or overseen by his Department, and bodies under its aegis, in each of the past five yeras, including a breakdown by medium, that is, radio, television and social media, in tabular form; and if he will make a statement on the matter. [36498/26]
View answerThe Department of Transport uses advertising to engage with the public on a range of matters, including encouraging sustainable travel choices in line with legally-binding climate goals, informing the public of speed limit reductions, promoting public consultations, and highlighting recruitment or upskilling opportunities.
In 2023, my Department launched its flagship Your Journey Counts emissions-reduction campaign to encourage people to walk, cycle, and take public transport where they can, in line with our Climate Action Plan goals to reduce transport-related carbon emissions.
This TV-led, integrated campaign was the first of its kind undertaken by my Department and its launch is linked to the increase on advertising expenditure by my Department in recent years.
Campaigns appear across a range of platforms as required, including TV, out-of-home/outdoor, national and local print, national and local radio, digital display, social media, search engine optimisation (SEO), video on demand, digital audio streaming and paid partnerships.
Media buying services are provided to my Department in a cost-effective, efficient manner through an agency procured by the Government of Ireland in line with an Office of Government Procurement framework.
All forms of advertising are monitored on performance, with post-campaign analyses undertaken per campaign to measure reach and value for money across key metrics including CTR, with these insights used to inform future campaign development.
The figures for my Department’s total advertising spend for the years 2022, 2023 and 2024 are given in the table below.
|
Year |
2020 |
2021 |
2022 |
2023 |
2024 |
2025 |
|
Advertising spend |
€68,751.09 |
€63,247.83 |
€121,006.40 |
€1,990,373.15 |
€648,587.00 |
€1,451,462 |
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.
