Business Irish

Friday 9 December 2016

Online will beat TV ad spending for the first time this year

Published 26/07/2015 | 02:30

2015 will be the first year online spending takes the top spot
2015 will be the first year online spending takes the top spot

More money will be spent on online advertising than television this year, a new forecast predicts, the first time online ad spending has led the market.

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Traditionally television has taken the biggest percentage of spending.

But 2015 will be the first year online spending takes the top spot, according to research by the country's biggest media buyer Core Media Group.

Advertisers spent €123m on online advertising in the first six months of the year, the research found, compared to €103m on television advertising.

This is expected to continue with a total of €248m forecast for online advertising for the entirety of 2015, compared to €219m on television advertising for the year.

Print advertising is the third biggest platform, expected to receive a €145m spend this year.

"We foresaw this happening for a while because the same has been evident in the UK, but more dramatically" said Eddie O'Mahony, of Core Media. "Ireland is usually four to five years behind the UK on this kind of thing".

He pointed out that online spending covers a wide variety of activities including search engine spending, classifieds and display. He predicts total Irish advertising spending will exceed €1bn by 2018.

Sunday Indo Business

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