TV AD REVENUE GROWS BY 5% IN 2024
From TAM
The total advertising spend on TV in 2024 was €298,000,405- an increase of 5.3% on 2023.
This is great news for the TV industry and really shows the power, strength and agility of this media throughout a continuously morphing media landscape. Commercial impacts saw a significant surge this year up 7.7% on 2023 reflecting the medium’s ability to engage audiences effectively.
These figures, compiled by Guardian Management Accounting on behalf of TAM Ireland include spot, sponsorship, product placement, AFP and Broadcaster VOD revenue.
This positive trend is further bolstered by Ireland’s robust TV viewing habits. Viewers spent a total of 3hrs 23 mins viewing video content on a TV set every day in 2024*. Of this 77% of the time was spent viewing Broadcaster content, 10% of viewer’s time was spent with SVOD services such as Netflix, Disney + and Amazon, 4% with Youtube and the remainder of viewing time was to other streaming services. This mix highlights TV’s continued relevance in a fragmented media environment.
The growth in TV ad revenue is also a testament to the medium’s unique strengths: trust, scale, and its proven ability to build brands. In an era where trust in non-traditional media remains shaky, television continues to deliver on its core promise of reaching mass audiences while fostering emotional connections. TV’s vital role on the media plan has been reinforced by a number of prominent research studies published in 2024 ( Peter Field’s Effectiveness Study / Thinkbox Profitability 2 and TAM’s own award-winning Attention Research carried out by Red C & Amplified Intelligence.
These attributes make TV an indispensable tool for advertisers seeking to build brand awareness and loyalty.
The 5.3% rise in TV ad revenue is more than just a financial milestone; it is a testament to the medium’s enduring appeal and its ability to adapt to changing consumer behaviours. As Ireland’s media landscape continues to evolve, television remains a trusted and powerful platform for both viewers and advertisers alike.