Advertising expenditure in Ireland enjoyed an increase of 18% to Ir£85 million in the first quarter of this year, according to IAPI’s monthly review, AdSpend.
Irish media buying specialist, Media Bureau, has re-analysed the IAPI data itself and finds that all TV expenditure in Q1 is up by 22% – this includes an estimated Ir£2.3 million from TV3, the new station which launched in September last year (see TV3 Countdown Begins). Media Bureau is predicting a 1999 revenue figure of around Ir£12 million for TV3.
Overall radio revenue is up by 9% and outdoor advertising spend grew a dramatic 54% year on year. The Titantic effect hit Ireland’s cinema revenues: the blockbuster’s huge success last year means that cinema spend is down 13% year on year this time, as happened in the UK cinema market (see March 1999 Cinema Admissions – First Quarter Up 8%).
Media Bureau: 00 353 1 283 8260
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