Stuart Fogarty

Interesting only that it shows Display Advertising growing faster than Search.

And of course, the ongoing rise of digital advertising….but then it’s IAB so they would say that, wouldn’t they.

Still here it is;

IAB Ireland IRM Online Adspend Study 2024 PDF

From Marketing

New regulations requiring public bodies to dedicate a portion of their advertising to the Irish language continue to impact  adland. GroupM’s latest Media Tracker report delves into the evolving public awareness, recall, and perception of Irish language advertising across various media platforms.

While visibility is up, a complex and nuanced picture of public sentiment is evident, reflecting both progress and areas for more consideration. Based on a nationally representative sample of 1,000 adults, the study found that 47 per cent of respondents say they can read, write, speak, or understand Irish. Of those, 29 per cent have a high level of understanding of the language.

AV dominates

Recall of Irish language ads has increased, with 57 per cent of people remembering seeing or hearing ads in Irish recently, up from 50 per cent last year. There was a bigger increase in recall from those who don’t understand, read, write or speak Irish. Audio visual (AV) advertising remains the lead format, with 45 per cent of respondents recalling Irish language ads in this format, with TV leading the way, followed by online players.

Audio formats show 23 per cent recall, with radio capturing the highest level within this. Social media platforms show 16 per cent recall, with Facebook leading, followed by Instagram and TikTok. Most people remain happy to watch or hear ads in the Irish language, regardless of their level of understanding the language.

The number of people who agree that ads in Irish are “pointless” has decreased, with just 37 per cent of adults agreeing with this sentiment. The latest data reveals some interesting shifts in public perception:

• Agreement that the use of the Irish language is positive for Irish culture remains high, but has decreased slightly among those with a high level of Irish (72 per cent agreement, down by nine points).
  • While there is increased support for more companies (not just public bodies) using Irish in their ads, the sentiment has also decreased among those with a high level of Irish (from 79 per cent to 69 per cent).

  “The findings highlight the importance of understanding the nuances of public perception when it comes to Irish language advertising,” Paul Enright, business director at Mindshare, said. “While increased visibility is a positive step, it’s crucial to tailor messaging and channel strategies to resonate with different segments of the population.”

  Further research is needed to monitor the long-term impact of Irish language advertising on attitudes, behaviours, and ultimately, the strengthening of the language in culture. This includes exploring the reasons behind the shifting sentiments among those with a high level of Irish and identifying strategies to further engage this key demographic.

  

  Eimear McGrath (above), research director, GroupM added: “We’ve just launched the second phase of research into the impact of the Irish language, a pilot study looking at specific campaign executions. We will bring the results to the market in the coming months, giving us a more rounded understanding of the impact of ads in the Irish language.”

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And here’s the advertising package…..The Traitors Ireland Airtime Package

The latest JNLR/Ipsos listenership data for the April 2024 to March 2025 period (pdf and powerpoint).

JNLR Saleshouse Report 2025-1 Final.PPT

The report shows that Radio is enjoying record levels of listenership with 3.94 million people now listening to radio every week, the highest weekly listenership ever recorded, growing by 128,000 listeners compared to the same 12 month period previously (April 2023 to March 2024). The daily weekday audience is also hugely impressive, with 3.5 million people listening each weekday — an increase of 103,000 listeners compared to the same period last year. Despite competition from a wide range of media, Irish people have a deep passion for live radio and are listening in growing numbers across both broadcast and online platforms

Other key results from the latest JNLR/Ipsos survey are;

• 90% of all adults and 85% of 15–34-year-olds listen to radio every week.
• 68% of 15-34 year olds listen to radio each weekday, while daily weekday listening levels for the hard to reach 15-24 year old cohort is also very impressive with 64% listening each weekday.
•  Listening levels to local and regional radio continues to be very strong with over 2.2 million adults listening to their local or regional station every single weekday.
• The average weekday audience listening at any time between 7 a.m. and 7 p.m. is now1,091,000 — one of the highest ever recorded — representing an increase of 41,000 listeners compared to the same period previously.
• The Irish Audio Report which was published in November last year and measures all forms of audio listening, revealed there is universal listening to audio content with 97% of adults listening every week. Live radio dominates audio listening with a 76% share of total audiolistening followed by music streaming with a 12% share while YouTube Music has a 6% share and podcasts a 3% share of audio listening.

• In terms of how people listen, 12% of all radio listening is now through a connected device with 7% of all listening through a smart speaker while listening via a mobile device is at 3%.
• For the younger 15 to 34 age cohort, 20% of all their radio listening is now through a connected device with a smart speaker accounting for 7% of all 15-34 listening, while listening through a mobile device also accounts for 8% of all radio listening for this audience.

Source: JNLR/Ipsos 2025-1 (April 2024 to March 2025), JNLR/Ipsos 2024-2 Audio Module (Apr’24 – Jun ’24 3 month data)

FROM UM:

Rory McIlroy has sealed his career Grand Slam with a nerve-shredding Masters victory after years of heartache. It was a nail-biting final day with audiences glued to their TV screens as Rory delivered a rollercoaster round, hitting every emotional high and low. Across the 4 days, viewing (avr 000s) is +95% on 2024 coverage with the average audience on Day 4 reporting 239,000 (+144%). Viewing peaked to 339,000 at 24.12 as Rory took his final and winning shot! US Masters 2025 breaks all previous golf viewing records, delivering the biggest Sky Sports Golf audience ever.

From Adworld:

The Advertising Standards Authority (ASA) has appointed three new members to its board.

The first of these is Gary Joyce, co-founder and managing partner of Genesis, a business advisory and brand strategy consultancy.  With extensive board involvement across private, public, and not-for-profit sectors, she is currently deputy chair of Barnardos and serves on the boards of European Movement Ireland and the Irish Farm Accounts Co-operative Society Limited (IFAC).  Before establishing Genesis, Gary co-founded Dimension, Ireland’s first multidisciplinary marketing communications company, which was acquired by McConnells Advertising in 1994.

ASA has also announced that the recently appointed CEO of IAPI, Siobhán Masterson, has also joined the board. Appointed as CEO of IAPI in February, she has wide-ranging experience across corporate affairs, communications, socio-economic policy and commercial strategy, having previously worked for Kerry, the RDS and Ibec

The third new director Stephen Jackson, head of customer and marketing at PTSB . With over 20 years’ experience driving global brand growth, building award winning teams, and delivering market leading performance, Jackson has held seniour leadership roles with Vodafone, Lexus, and Davy Group.

According to Orla Twomey, chief executive of the Advertising Standards Authority: “We are delighted to welcome Gary, Siobhán, and Stephen to the Board. Each appointee brings unique perspectives and invaluable industry expertise to the role. As the advertising landscape continues to evolve, their guidance will be instrumental in advancing our mission to foster trust in advertising for all.”

“Gary, Siobhán, and Stephen each bring a wealth of experience and valuable insights from their respective careers, reflecting the diverse voices contributing to the Board’s deliberations,” adds Miriam Hughes, chair of the board, ASA.

” On behalf of myself and the entire Board, I’d like to wish them every success in their new roles as we continue our work safeguarding consumers from advertising that is harmful, offensive, or misleading and ensuring care and compliance across the advertising industry.”

Coming soon. NEW.

We’ve always been asked to do this and now it’s time. You want to meet other advertisers together and socially. We can do that.

If enough of us join too, we’ll all be able to have greater impact too.

So join us now in our new Admatic Club.

• We’ll give members a FURTHER 25% off all Admatic.ie advertising prices published at that time. Every time. A Straightforward additional saving on your Advertising exclusively only for our club members.
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• You’ll get regular updates on all advertising matters including industry webinars/events.
• And it’s totally free. Why not? You’d be mad not to…..

Form will appear shortly on our homepage, but in the interim if you wish to join, it’s Stuart@admatic.ie

It’s a soft media market right now, so we’ve reduced our media costs further.

You’ll see them on our catalogue page but remember too….you can book now at lower prices… and run your advertising anytime during 2025 at those today prices, avoiding any further increases.

https://app.admatic.ie/catalog