- €154.5million invested in newsbrands’ advertising in 2016
- Mediavest win Number 1 Agency Award
- Mediaworks recorded the highest increase in advertising spend
60% of Ireland’s top agencies increased advertising spend with Irish news publishers’ print and digital titles between January and December 2016. The data, published in a report by NewsBrands Ireland, found that a total of €154.5 million was spent on advertising in 2016, with €94 million of that coming from agency whilst €60 million was invested by direct advertisers.
Welcoming the figures, Vincent Crowley, chairman NewsBrands Ireland, said: “Irish newsbrands are a vibrant, relevant and indispensable part of Irish society. At a time of growing concerns about the vulnerabilities of parts of the digital media supply chain and the recent Google and YouTube ad placement controversy, there is a renewed appreciation from advertisers in the trusted environment and context our newsbrands provide.”
NewsBrands Ireland also published its annual Agency League Table which ranks agencies by spend. For the third year in a row, Mediavest made the greatest investment of any advertising agency in newsbrands advertising in 2016 with total spend of almost €14.5million.
Commenting on their award, Michael Clancy, Managing Director of Mediavest, said: “Mediavest are delighted to once again be the largest investors in newsbrands in Ireland. Both on and offline they deliver a valuable audience to our clients in a trusted editorial environment, something that is increasingly important in a world of ‘alternative facts’ and fake news’.”
Elsewhere in the Agency League Table results; Mediaworks recorded the highest increase in advertising spend, a growth of €2.4m or 60% year on year while Ad Vantage Media recorded the highest percentage increase at 80%.
Fiona Field, Deputy Managing Director, Mediaworks, commented: “The power of Newsbrands across both print and digital platforms is a major force in shaping and informing consumers about key issues that impact our society today. Trust in media has never been more important and continues to be a critical ingredient in building a brand, in the current media landscape. Advertisers today need to be as vigilant about the media environment as the message that is being conveyed and how that placement aligns with their brand pillars, for both online and offline. We are delighted to accept the award for the largest spend increase for 2016 with Newsbrands.”
NewsBrands Ireland’s 2016 Agency League Table
|Position||1 January 2016 to 31 December 2016|
|12||PHD Media (Ireland)||2,000,427|
|15||Havas Media Ireland||976,096|
|20||Ad Vantage Media||539,473|
|Total Revenue from Agencies||94,305,122|
|Total Revenue from Direct Sources||60,258,651|
|Newsbrands Advertising Revenue Full Year||2016||2015||Diff %|
|Revenue from agencies||94,305,122||98,415,997||-4.18|
|Revenue from direct sources||60,258,651||66,126,118||-8.87|