60% of Ireland’s top agencies increased advertising spend with NewsBrands Ireland titles in 2016

  • €154.5million invested in newsbrands’ advertising in 2016
  • Mediavest win Number 1 Agency Award
  • Mediaworks recorded the highest increase in advertising spend

April 2017 – 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.” 

Agency League Table 2016  €
1Mediavest  14,580,492
2Mediacom       7,613,722
 3Mindshare Media       7,238,702
4Starcom       7,092,206
5MediaWorks       6,559,111
6Carat       5,554,425
7OMD       5,192,904
8MEC Ireland       4,064,272
9Initiative       3,814,989
10Vizeum       2,857,354
11Zenith Optimedia       2,331,179
12PHD Media (Ireland)       2,000,427
13Maxus       1,675,879
14Pierce Media       1,182,906
15Havas Media Ireland         976,096
16Javelin Advertising      926,795
17Focus Advertising      855,218
18Engage Communications      831,535
19Hopkins Communications      639,616
20Ad Vantage Media      539,473
Total Revenue from Agencies94,305,122
Total Revenue from Direct Sources60,258,651
GRAND TOTAL154,563,773

For further information, please contact:

Lisa Buckley

E: lbuckley@newsbrands.ie

T: 087 7779259