OUTLOOK 25
The OUTLOOK 25 report from Core provides insight, predictions and forecasts for 2025.
ADVERTISING INVESTMENT
The Irish advertising industry is set to build on its resilience, as it navigates a continually evolving economic and technological landscape. With digital advertising spend continuing to rise, we will see further convergence across media channels. Connected TV (CTV) will disrupt both traditional linear TV and online video consumption, while Digital Audio will reshape radio listening habits, particularly among younger audiences.
Amazon is expected to challenge the dominance of live, in top-of-funnel activities, while competing with platforms like Google Shopping and TikTok Shop at the bottom of the funnel. Additionally, AI will play a growing role across marketing functions, influencing everything from creative production and copywriting to campaign optimisation.
TOTAL MEDIA MARKET
In 2024, the media market in the Republic of Ireland experienced a 7.7% increase, reaching €1,590.0 million. Online media led the growth, fuelled by expansions in Video, Social Media, and Digital Audio. Out-of-Home (OOH) media surpassed pre-pandemic levels, while live sports contributed to a strong performance in TV revenues. Radio maintained steady growth consistent with previous years, but Print media continued to decline.
Looking forward to 2025, the Republic of Ireland's media market is projected to grow by 7.3%, reaching €1,705.3 million. Digital and Out-of-Home media are expected to remain primary growth drivers, continuing 2024's momentum. Offline media spending is anticipated to increase by 1.6% to €588.1 million, while digital channels are forecasted to grow by 10.5% to €1,117.3 million
KEY WATCHPOINTS FOR 2025
Fewer major global sporting events in 2025 will reduce media consumption drivers. Absent events include the FIFA Men’s World Cup, UEFA Men’s European Championships, Olympics, and Men’s Rugby World Cup. However, the UEFA Women's Euro 2025—despite Ireland not qualifying, the Women’s Rugby World Cup and the British and Irish Lions tour of Australia offer some audience engagement opportunities.
Northern Ireland saw growth return in 2024, with the market estimated to have grown 3.7% to £205.2 million (€242.5m). As in previous years, Government spending remains critical to revenue performance. Growth is expected to continue in 2025, with a forecast of 4.1% to £213.6 million (€252.4m). Online media and OOH will remain key drivers of this growth.
