Market Insights Advertising & Media Advertising

Print Advertising - Ireland

Ireland

Ad spending in the Print Advertising market in Ireland is forecasted to reach €112.20m in 2024.
The largest market is Newspaper Advertising, with a market volume of €100.40m in 2024.
When compared globally, the United States leads in ad spending, projected at €9.47bn in 2024.
By 2029, the number of readers in the Print Advertising market in Ireland is expected to reach 2.81m users.
The average ad spending per reader in the Newspaper Advertising market is estimated to be €85.21 in 2024.
Amid a digital shift, Print Advertising in Ireland maintains relevance by offering targeted, high-impact campaigns to engage local audiences effectively.

Key regions: United Kingdom, China, Germany, Japan, United States

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Analyst Opinion

The Print Advertising market in Ireland has been experiencing significant developments and trends in recent years. Customer preferences, local special circumstances, and underlying macroeconomic factors have all played a role in shaping the market. Customer preferences in Ireland have shifted towards digital media in recent years, leading to a decline in print advertising. This can be attributed to the increasing use of smartphones and other digital devices among the population. Consumers now have access to a wide range of digital platforms and online content, which has resulted in a decrease in their reliance on print media for information and entertainment. Trends in the market reflect this shift towards digital advertising. Companies are now allocating a larger portion of their advertising budgets to online platforms, such as social media and search engine marketing. These platforms offer more targeted and measurable advertising options, allowing businesses to reach their desired audience more effectively. As a result, print advertising revenues have been declining in Ireland. Local special circumstances also contribute to the development of the Print Advertising market in Ireland. The country has a relatively small population compared to other European countries, which means that the market size for print advertising is inherently limited. Additionally, Ireland has a highly competitive media landscape, with a wide range of newspapers and magazines vying for advertising revenue. This competition has further intensified with the rise of digital advertising, as companies now have even more options to choose from. Underlying macroeconomic factors have also influenced the Print Advertising market in Ireland. The country has experienced strong economic growth in recent years, which has led to increased consumer spending. This has created opportunities for businesses to invest in advertising and marketing activities to attract customers. However, the economic uncertainty caused by Brexit and the COVID-19 pandemic has had a negative impact on advertising budgets, leading to a slowdown in the market. In conclusion, the Print Advertising market in Ireland has been shaped by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital media, intense competition, and economic uncertainty have all contributed to the decline in print advertising revenues. As the market continues to evolve, businesses will need to adapt their advertising strategies to effectively reach their target audience in an increasingly digital landscape.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.