The Irish advertising market will grow 7.3 per cent to €1.7 billion this year, despite the relative lack of major sporting events, with only print advertising revenues expected to decline, marketing group Core has forecast.
Core, which is the largest buyer of advertising in Ireland, said growth would be driven by both digital media - which is set to account for almost two-thirds of spending - and the ongoing post-pandemic resurgence in out-of-home advertising.
The projected rise is lower than the 7.7 per cent increase recorded in 2024, which took the market in the Republic to €1.59 billion. This exceeded initial forecasts.
In the group’s annual outlook report, Core chief executive Aidan Greene said positive economic prospects had contributed to improved confidence, though consumer sentiment remains below the long-term average.
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“These developments are expected to drive another increase in advertising expenditure, particularly fuelled by the continued growing popularity of digital platforms and local Irish content, such as live sport.”
Although the calendar is missing the Fifa Men’s World Cup, Uefa Men’s European Championships, summer Olympics and Men’s Rugby World Cup, advertisers will have “audience engagement opportunities” through events such as the Uefa Women’s Euro 2025, despite Ireland not qualifying, as well as the Women’s Rugby World Cup and the British and Irish Lions tour of Australia.
Offline media spending is expected to increase by just 1.6 per cent to €588.1 million in 2025, a sharp contrast between the forecast growth rate of 10.5 per cent for digital media, bringing it to €1,117.3 million.
Alphabet-owned Google and Meta, via Facebook and Instagram, continue to dominate, accounting for 80 per cent of digital advertising spending, despite increased competition from TikTok.
The launch of Amazon.ie this year will boost advertisers’ spending on retail media and is also likely to lead to the arrival of advertisements on Amazon streaming service Prime Video, Core said.
It is unclear, however, when Disney Plus will introduce its ad-supported tier here, while the primary advertising focus of Netflix “continues to be on larger markets”.
TikTok Shop, which is also expected to launch in the Irish market this year, could disrupt traditional e-commerce giants such as Amazon, Core suggested.
Meanwhile, after surging by an estimated 15 per cent to exceed pre-Covid levels last year, out-of-home advertising is in line for further expansion in 2025, with Core forecasting it will grow 8.9 per cent to €101.6 million.
Euro 2024, the Six Nations and the Olympics all contributed to a 3.4 per cent increase in television advertising revenue last year. Core has pencilled in a slower 1.7 per cent rate of growth in 2025, taking the market to €259.1 million.
As well as the free-to-air sporting events that are scheduled to take place, Sky’s increased commitment to the Premier League also provides a boost, it noted.
Beyond sport, Core said programming highlights would include the Siobhán McSweeney-hosted Irish version of reality hit The Traitors on RTÉ, as well as Love Island All Stars on Virgin Media and the return of post-apocalyptic drama The Last of Us to Sky.
After “another strong year” for the audio market, Core forecasts that radio revenues will grow 1.7 per cent to €159.6 million this year, while digital audio will grow 12.3 per cent to €20.1 million.
“With the continued growth in popularity of digital audio, advertisers will need to review their investment in this space,” it advised.
It is predicting a further drop of 9.5 per cent in print advertising this year - on top of a 10.9 per cent decline last year - taking it down to €61.9 million. News publishers’ digital revenues grew an estimated 4.8 per cent last year, however, and could rise 3.9 per cent to €31.6 million in 2025.
A sharp drop in referral traffic from social media platforms Facebook and X is “a worry” for news publishers, Core added, while Google’s AI-related changes to search could also reduce the visibility of articles.
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