Dáil Éireann Debate, Thursday - 14 May 2026
782. Deputy John Clendennen asked the Minister for Health if she will provide a breakdown of spending on advertising which was funded or overseen by her 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 she will make a statement on the matter. [36492/26]
Amharc ar fhreagraThe amounts outlined in the table below were spent on advertising broken out by medium over the last five years (figures for 2026 cover from 1 January 2026 - 13 May 2026). This includes Healthy Ireland campaigns, Departmental notices, Departmental COVID-19 public health guidance and other departmental campaigns.
The overarching aim of Healthy Ireland is to bring about a healthier population by supporting people to enjoy the best possible health and wellbeing. It is the Government-led initiative aimed at delivering the Sláintecare objective of preventing ill-health and keeping people well. Since 2018, Healthy Ireland has developed a number of engagement campaigns designed to raise public awareness of Healthy Ireland supports under three themes – healthy eating, physical activity and mental wellbeing.
The Department's response to the COVID-19 pandemic included a comprehensive advertising campaign across both traditional and online media channels for the purposes of informing the public and promoting the latest public health guidance. The level of advertising spend varies depending upon the public health requirements at the time.
The table below provides the information requested in this Parliamentary Question.
|
Outlet |
Outdoor |
Press |
Radio |
Television |
Online |
|
Outlet |
Outdoor |
Press |
Radio |
Television |
Online |
|
2021 |
€55,655 |
€351,054 |
€1,049,781 |
€573,942 |
€324,907 |
|
2022 |
€187,794 |
€136,299 |
€312,622 |
€166,846 |
€341,932 |
|
2023 |
€80,199 |
€188,448 |
€721,150 |
€709,844 |
€371,527 |
|
2024 |
€104,541 |
€56,507 |
€238,690 |
€86,273 |
€87,185 |
|
2025 |
€95,264 |
€126,722 |
€259,004 |
€68,345 |
€313,826 |
|
2026 |
€35,153 |
€20,011 |
€91,185 |
€0 |
€41,425 |
The Department of Health engages the services of various agencies for the purposes of advertisement placement and reaching audiences across a range of mediums including online, print media, radio, outdoor and TV. A media buying agency secures advertising space on behalf of the Department. They develop media plans selecting a media mix which will reach as large as group as possible among the target audience and make them aware of the message. Their selection of media is based on the most effective use of budget guided by the reach of media matched to the target audience.
Information in respect of the other bodies under the aegis of the Department, including the Health Service Executive (HSE), is an operational matter for the bodies concerned and the Deputy should contact the relevant Director/CEO/Registrar directly.
