Total advertising spend on TV last year was the highest it has been since TAM Ireland started reporting on actual TV commercial revenue, CEO Jill McGrath said in a statement. Last year saw revenue of €249,708,684, pointed to an increase of almost one per cent against a backdrop of decreased spends across other traditional and non-digital media.
The growth means that TV has held it share of total adspend in Ireland at just over 23 per cent – which McGrath described as “an impressive result in the face of strong competition from digital media”. Compiled by Guardian Management Accounting, the figures figures include spot, sponsorship, product placement, AFP and broadcaster VOD revenue.
Looking at 2020, while the world takes on the challenge of dealing with the health and economic implications of Covid-19, TV viewership in Ireland continues to perform exceptionally well – April viewing for all adults is up 12 per cent year on year.
BIGGEST TV EVENT
Much of this viewing is driven by the trust people have in the medium of TV. Taoiseach Leo Varadkar’s broadcast on RTE One and Virgin Media One (March 17 @21.00) was the biggest TV event of the last 10 years with a combined average audience of 1,828,900.
TAM Ireland data also shows that the average Irish adult watched three hours and 16 minutes of TV every day in April with 84 per cent of this viewing live broadcast and 16 per cent of viewing time-shifted. (April 2020 Avg. mins viewed). McGrath said TV remains the choice for brand-building, accounting for one third of the media spend of Ireland’s top 20 advertisers.
TAM Ireland (Television Audience Measurement Ireland Ltd) oversees an audience measurement system for TV advertising industry. It comprises most commercial broadcasters operating in Ireland (RTÉ, Virgin Media, TG4, Channel 4, Sky Ireland, Viacom and Eir Sport) and the main Irish media buying agencies.
Nielsen TV Audience Measurement carries out the measurement service for TAM Ireland.
