OUTLOOK 22 - Media Forecasts
Every year, our team at Core analyse market, social and economic data to forecast the media investment for the year ahead. After two years of uncertainty across the world, 2022 in Ireland started with much more positivity about the year ahead.
However, this year’s report is published at a time of uncertainty and crisis in Europe, while in Ireland, consumers are becoming more conscious of inflation impacting their spending power.
That said, the Irish economy remains relatively protected, with strong growth forecasts which has informed our calculations for the year ahead.
Digital in 2022
A common theme that runs through this year’s report is digital. Our Chief Digital Officer, Colm Sherwin, alongside Chief Investment Officer, Eddie O’Mahony, have analysed how digital is influencing every media channel in Ireland in 2022.
As revealed in Core’s recent PREDICT 2022 report, consumers used technology more during the pandemic and for many, embraced digital media for the first time.
Pre-pandemic (2019), just under 50% of investment in the Irish media market was on digital media, including video, social, search and display. Today, that proportion has increased to 56.3%.
As the world re-opens, consumers are now choosing their preferred way to be educated, entertained, and empowered in their consumer decisions. Understanding the blend of media and digital, with the most effective creative and content, is critical to brand growth.
OUTLOOK 22 highlights how the market is influencing how we are watching more digital media, streaming digital audio, reading our news online and seeing dynamic digital screens in public spaces.
We hope OUTLOOK 22 provides you with an informed guide on the media market in the year ahead. We look forward to working with you on your plans in 2022 and as always, if you have any questions, please contact us.
