Advertising in Ireland – statistics & facts

Despite being an island country, the Republic of Ireland has an advertising spending trajectory similar to its continental counterparts: slow but steady. Local sources forecast that the Irish ad expenditure will rise by less than four percent to approximately 1.43 billion euros in 2023. If confirmed, that growth rate will match the previous year's, suggesting a distinctly paced increase. Compared to the European ad market altogether, Ireland accounts for a fraction of its multi-billion-dollar ad revenues. Yet the Irish market expands in its own right. It also features a high level of digitalization. The internet attracted almost 60 percent of the investments in ads in Ireland in 2022. TV and radio rounded up the top three as the only other two media with double-digit shares.

From the small screen to the smaller screens

Despite the digital hegemony, an early 2023 study revealed that 51 percent of Irish consumers had seen TV commercials during the four weeks preceding the survey. Meanwhile, the online channel with the highest reach in Ireland was social media at 44 percent. The gap indicates that television remains relevant for campaigns and brand visibility. Still, TV ad spend in Ireland was projected to increase by little less than one percent to 265.5 million euros in 2023 – again, the same growth rate recorded a year earlier. That means the medium expands at a pace similar to the Irish average but at a lower level.

The Irish digital ad market

Like many other countries, Ireland saw its digital ad spend reach record highs following the pandemic's initial setback. The annual figure surpassed the 800-million-euro mark in 2021 and grew by nearly four percent in the next year. Within this segment, display ads alone attracted over half a billion euros in investments, making up about 60 percent of the online ad expenditure in 2022. But the high concentration in the display subsegment conceals the whole story. That year, video and search were Ireland's fastest-growing digital ad formats, with ad revenues increasing by roughly seven and four percent, respectively. Display's growth rate stood below three percent.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Jan 10, 2024

Key insights

Europe's annual ad spending
148.3bn USD
Ireland's annual ad spending
1.53bn EUR
Ireland's top media by ad spend
Internet, TV, and radio
Get more insights

Editor’s Picks Current statistics on this topic

Advertising spending in Ireland from 2020 to 2024 (in billion euros)

Advertising

Advertising spending in Ireland 2020-2024

Digital advertising spending in Ireland from 2018 to 2022 (in million euros)

Online Advertising

Digital ad spend in Ireland 2018-2022

TV advertising spending in Ireland from 2019 to 2024 (in million euros)

Traditional advertising

TV ad spend in Ireland 2019-2024

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