Dáil Éireann Debate, Tuesday - 14 October 2025
178. Deputy Gary Gannon asked the Minister for Climate, Energy and the Environment his expenditure on advertising, with details of the objective, duration, social media platforms, reach, audience, CTR and cost of each social media advertising campaign, in 2023 to date in 2025; and if he will make a statement on the matter. [54676/25]
Amharc ar fhreagraMy 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. For example, my Department has run a significant national campaign on reducing energy use in 2022, 2023 and 2024. 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 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.
The majority of Department advertising is procured via a media buying agency, and the weighting assigned to different media platforms is determined by target audience, best practice and securing value for money.
The table below shows my Department’s total expenditure since 2023. Following a reconfiguration at the start of 2025, with the communications function transferring out of the Department, the underlying data are not directly comparable across years. The information requested, covering the periods of the previous and current Governments, is set out below by year.
|
Year |
Spend* |
|
2023 |
€3,764,527.50 |
|
2024 |
€2,519,386.01 |
|
2025 |
€314,193.00** |
* Following the transfer of the Communications function to another Department, totals may be subject to minor adjustments while accounts are being finalised.
** Up to 14.10.2025
The table below comprises major campaigns over that period:
|
Campaign |
Duration |
Objective |
Reach |
Audience |
CTR (avg.) |
Social Media Platforms |
Social spend |
TOTAL COST |
|
2023 |
|
|
|
|
|
|
|
|
|
Let's clear the air Q1 |
Nov 22 – Feb 23 |
Campaign to raise awareness of impacts of air pollution and the health of our communities. |
?3,500,948 |
Primarily households + communities, at risk groups. |
0.15% |
Facebook & Instagram |
23,243.00 |
€636,620 |
|
Reduce Your Use - Burst 4 |
Jan – Apr 23 |
Educate consumers on how best to reduce their energy use over the summer months, direct them to the RYU website and energy supports that are available to them, and encourage long-term sustainable behaviour and maintain awareness of the RYU brand. |
1,791,976 |
All adults ROI |
0.21% |
Facebook, Instagram, LinkedIn and X |
€ 89,638.00 |
€ 1,791,976.00 |
|
Reduce Your Use - Burst 5 |
May – Sep 23 |
Primary: Maintain awareness of the RYU campaign off the back of the winter period and highlight the range of government supports available. Secondary: Raise awareness of and drive interaction with the SME/TBESS grants scheme for business owners |
379,977 |
All adults across Ireland, with a focus on renters, lone parents and cohorts with the least engagement in government measures. Secondary: Small & Medium Business Owners |
0.40% |
Facebook, Instagram, LinkedIn and X |
€ 46,020.00 |
€ 379,977.00 |
|
Reduce Your Use - Burst 6 |
Dec 23 |
Key message was to communicate to the public to reduce their energy use coming into the winter months and what action they can take in their own homes to help with this. • To communicate changes in behaviour which will help with reducing energy costs. • Showcase that the government of Ireland is committed to supporting those most vulnerable to energy poverty. |
894,829 |
All adult audience with a focus on low-income households and younger cohorts |
0.85% |
Facebook, Instagram and X |
€ 39,363.00 |
€ 894,829.00 |
|
The Second Offshore Renewable Energy Development Plan (OREDP II): Public consultation campaign |
Feb – Apr 23 |
Campaign inviting people to give their views on the second Offshore Renewable Energy Development Plan (ORED II) |
2,956,921 |
All adults in Waterford, Wexford and Cork |
0.06% |
Facebook & Instagram |
€12,024 |
€77,131 |
|
It’s Time to Get Circular – Burst 2 |
Oct – Dec 23 |
Campaign to raise awareness of the circular economy and sustainable practices. |
3,730,161 |
All Adults |
2.68% |
Facebook & X (Formerly Twitter) |
€ 23,618.00 |
€ 237,748.00 |
|
Climate Conversations 2023 |
Jul – Sep 23 |
Campaign inviting people across the country to have their say on the Climate Action Plan and how we can all play our part in securing our sustainable future. |
7,807,749 |
All Adults 18+, All Ireland |
1.06% |
Facebook & X (Formerly Twitter) |
€ 10,460.95 |
€39,001.22 |
|
2024 |
|
|
|
|
|
|
|
|
|
Let's clear the air Q1 |
Oct 23 – Mar 24 |
Campaign to raise awareness of impacts of air pollution and the health of our communities |
1,967,033 |
Primarily households + communities, at risk groups. |
0.12% |
Facebook and Instagram |
€ 15,531.00 |
€ 575,049.00 |
|
Let's clear the air Q4 |
Dec 24 |
Campaign to raise awareness of impacts of air pollution and the health of our communities |
2,163,128 |
All adults in Ireland |
0.13% |
Facebook and Instagram |
€ 11,022.00 |
€ 356,095.00 |
|
Reduce Your Use - Burst 7 |
Jan – Mar 24 |
Key message was to communicate to the public to reduce their energy use coming into the winter months and what action they can take in their own homes to help with this. • To communicate changes in behaviour which will help with reducing energy costs. • Showcase that the government of Ireland is committed to supporting those most vulnerable to energy poverty. |
386,935 |
All adult audience with a focus on low-income households and younger cohorts |
0.09% |
Facebook, Instagram and X |
€ 28,559.00 |
€ 386,935.00 |
|
Reduce Your Use - Burst 8 |
Aug – Oct 24 |
Educate consumers on how best to reduce their energy use over the summer months, direct them to the RYU website and energy supports that are available to them, and encourage long-term sustainable behaviour and maintain awareness of the RYU brand. |
34,286 |
General households/all adults with an upweight on vulnerable cohorts |
0.75% |
Instagram and Facebook |
€ 13,256.00 |
€ 34,286.00 |
|
It’s Time to Get Circular – Burst 3 |
Sep – Oct 24 |
Campaign to raise awareness of the circular economy and sustainable practices. |
1,721,026 |
General consumers and households – all adults nationally. |
0.13% |
Facebook & Instagram |
€13,025.88 |
€128,200.25 |
|
Reverse the Trend |
Oct – Feb 24 |
Campaign aims to raise awareness of alternatives to frequent purchasing of clothing and some of the environmental impacts of over-consumption of textiles. |
4,040,972 |
Primary audience: Females aged 16-34 Secondary audience: Females aged 34-50 |
0.18% |
Facebook, Instagram, TikTok & Snapchat |
€ 35,251.00 |
€ 324,753.00 |
|
Climate Conversations 2024 |
Jun – Sep 24 |
Campaign inviting people across the country to have their say on the Climate Action Plan and how we can all play our part in securing our sustainable future. |
336,221 |
Broad all adults with rural focus where applicable |
0.89% |
Facebook & Instagram |
€10,821.49 |
€41,170.67
|
|
Climate Action Works 2024 |
Sep – Nov 24 |
Climate Actions Work was a national campaign and programme of engagement on climate action, inviting people and communities across Ireland to be part of the conversation about climate change. |
3,696,286 |
General public and regional focus across Wicklow, Waterford, Donegal, Cork and Mayo |
0.35% |
Facebook, Instagram, TikTok & LinkedIn |
€ 35,599.00 |
€ 379,765.00 |
|
2025 |
|
|
|
|
|
|
|
|
|
Let's clear the air Q1 |
Jan – Mar 25 |
Campaign to raise awareness of impacts of air pollution and the health of our communities. |
1,600,396 |
All adults in Ireland |
0.11% |
Facebook & Instagram |
€ 11,237.00 |
€ 293,746.00 |
