Dáil Éireann Debate, Wednesday - 21 January 2026
147. Deputy Malcolm Byrne asked the Minister for Culture, Communications and Sport the total sums spent for each year from 2016 to 2025, inclusive of advertising, by his Department on social media or online platforms, including identifying separately payments to influencers on such platforms; and to set out the annual totals for that period to each specific platform, including but not limited to major platforms (details supplied). [4849/26]
Amharc ar fhreagraMy Department's online advertising takes place across a variety of platforms which comprises Twitter/X, Facebook, and Instagram, as well as online-only publications such as Tuairisc.ie.
My Department has also engaged external advertising agencies which use TikTok.
The figures provided in the table below represent advertising in print and broadcast, local and national media, and online. I am advised that it is not possible to tabulate my Department’s advertising expenditure across social media/online platforms, print media and other media formats, as my Departmental expenditure is on a per-campaign basis, and is allocated via media buying agencies. However, my Department has not engaged in paid advertising on Twitter/X since 2023.
My Department has not made any payment to influencers.
The scope of this Parliamentary Question response has been limited to June 2020 – 31st December 2025, covering the period when the Department was configured as the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media, and the period after the formation of the Department of Culture, Communications and Sport.
|
- |
Online advertising spend |
|
Year |
Total (€) |
|
June 2020 – 31st December 2020 |
9,548.95 |
|
2021 |
18,207.90 |
|
2022 |
32,217.46 |
|
2023 |
174,954.11 |
|
2024 |
58,528.31 |
|
2025 |
18,623.78 |
