Dáil Éireann Debate, Thursday - 14 May 2026
413. Deputy John Clendennen asked the Minister for Social Protection if he will provide a breakdown of spending on advertising which was funded or overseen by his Department, and bodies under its aegis, in each of the past five, including a breakdown by medium that is radio, television, social media, in tabular form; and if he will make a statement on the matter. [36497/26]
View answerMy Department is committed to ensuring that members of the public are aware of the welfare supports and services that are available to them and that they are notified of any scheme changes which may affect them.
For the purpose of this response, spending on advertising has been interpreted as media buying costs incurred in the delivery of public information campaigns, announcements and recruitment notices funded or overseen by my Department and bodies under its aegis.
All campaigns are developed and targeted carefully in collaboration with our media buyer, using the best mix of media formats to ensure that the Department's messages reach members of the public effectively.
The advertising expenditure for each of the past five years, broken down by medium (radio, television and social media), is outlined in the table below. 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 exclude VAT, ASAI, and agency fees.
|
Year |
Television |
Radio (National & Local) |
Social Media |
|
2021 |
Nil |
€717,322.99 |
€140,641.90 |
|
2022 |
Nil |
€402,956.61 |
€96,614.37 |
|
2023 |
Nil |
€382,024.80 |
€174,325.51 |
|
2024 |
Nil |
€526,363.85 |
€197,770.26 |
|
2025 |
€831,905.20 |
€833,860.65 |
€341,362.74 |
Regarding the bodies under the aegis of my Department, due to the short timeframe I have referred this query to them and have asked that they respond to the Deputy directly on the matter.
As a newly established body under the aegis of the Department of Social Protection, the National Automatic Enrolment Retirement Savings Authority did not have any expenditure on advertising in 2025.
