Aegis Media was the biggest spender among advertising agencies with national newspapers in Ireland last year with billings on behalf of clients of €41.5 million.

This represented an increase of €5.7 million by Aegis over 2005, according to figures released yesterday by the National Newspapers of Ireland (NNI). The group comprises three separate media-buying agencies: Carat, Brindley and Vizeum.

Group M, which comprises Mindshare, Mediacom and MEC, was second in terms of press advertising, with a spend of €24.7 million. This was an increase of €4.5 million on 2005.

Starcom Mediavest Group took third spot with a spend of €12 million while MCM, the media-buying arm of the Irish-owned McConnells agency, was next with €11.3 million.

The biggest percentage rise was achieved by ZenithOptimedia, which increased its press spend on behalf of clients by 91 per cent to €3.7 million. It gained the L'Oréal consumer products business during the year, an account that involves significant advertising with magazines and newspaper supplements.

In all, press advertising rose by 9.3 per cent to €362.3 million, according to the NNI. Direct advertising accounted for €171 million of the total last year, up about 7.5 per cent on 2005.

NNI chairman Gavin O'Reilly said the figures confirms the health of the industry. "Far from being on its last legs, as some commentators were predicting just a few years ago, the newspaper industry is thriving like never before," he said.