Dáil Éireann Debate, Thursday - 14 May 2026
192. Deputy John Clendennen asked the Minister for Climate, Energy and the Environment 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 years, 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. [36484/26]
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 sets out overall expenditure in my Department since 2020. The information sought in the Question in relation to each agency or public body under the aegis of my Department is an operational matter for each of the State Bodies concerned and, as such, it is not information held by my Department. It is suggested that the Deputy contact the Bodies directly in relation to this matter. A list of these Bodies and their dedicated Oireachtas email addresses is attached.
|
Year |
Spend* |
|
2021 |
€516,668.44 |
|
2022 |
€3,828,081.00 |
|
2023 |
€3,764,527.50 |
|
2024 |
€2,519,386.01 |
|
2025 |
€679,013.28** |
|
2026 |
€90,888.27** |
* Following the transfer of the Communications function to another Department in 2025, figures for that year and earlier may vary slightly, as advertising is now reported by the Departments that incorporated the function.
** A number of campaigns span 2025-2026, final figures will be confirmed once they are completed.
The table below comprises radio/TV/social media spend for major campaigns over this period. Other advertising channels utilised over this period include print, out of home (billboards) and digital display.
