New regulations aiming to increase the visibility and use of the Irish language have brought about a significant shift in the advertising landscape for public bodies. These regulations require public bodies to dedicate 20% of their annual advertising to Irish and allocate 5% of their advertising budget to Irish language media. According to The Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media this gives a clear and substantial message to the Irish-speaking community that not only does the State respect the language as a central part of our cultural heritage, but that it is also of great economic benefit to its speakers.
But is this translating into a genuine revival of the language, or simply a fleeting glimpse of "Gaeilge" on our screens? GroupM’s latest Media Tracker report delves into the impact of these regulations, examining public awareness, recall, and perception of Irish language advertising across various media platforms. The findings reveal a complex picture, with encouraging signs of progress but also highlighting the need for continued efforts to ensure the long-term impact of these initiatives.
The study, based on a nationally representative sample, found that 43% of respondents could read, write, speak, or understand Irish, aligning with Census 2022 data where 1.9 million people stated they could speak Irish (+6% from Census 2016). A slight trend emerged in our research regarding age, with younger and older adults demonstrating a higher likelihood of understanding Irish compared to the 25-54 age group.
Half of those surveyed could recall encountering Irish language advertising recently. Unsurprisingly, this figure rose significantly among those who understand Irish (60%), reaching 67% for those with a strong grasp of the language. Older age groups, who generally exhibit higher levels of Irish language understanding, also demonstrated better recall of Irish language ads, while the 25-44 age group lagged behind.
When it comes to media formats, AV (audiovisual) advertising took precedence with 40% of respondents recalling Irish language ads in this format. Television emerged as the dominant platform, with 32% recalling Irish language ads on TV, followed by online players (7%). This TV recall is against a backdrop of public sector bodies accounting for just under 5% of TV ad ratings for the period Jul 23–Jun 24, meaning 1-2% of total TV ad ratings were attributable to Irish Language copy.
Audio formats showed 21% recall, with radio capturing the lion’s share (18%), while streaming platforms and podcasts each garnered 3% recall. Social media platforms lagged even further behind, with Instagram leading the pack at 6%, followed by Facebook (5%) and TikTok (5%).
While a majority of respondents (55%) viewed the increased presence of Irish in advertising as a positive development, only 45% expressed outright happiness at encountering such ads.
Furthermore, nearly half (45%) believed that exposure to Irish language advertising would have no impact on them personally. This sentiment was less pronounced among those who understand Irish, with only 33% sharing this view.
While there is some appetite for greater use of Irish in advertising, with 40% supporting the idea of more companies incorporating the language into their campaigns, this sentiment is far from universal. Even among those who understand Irish, only 56% expressed a desire to see more Irish language advertising.
The GroupM Media Tracker findings highlight that increased visibility of the Irish language is evident but its long-term impact on attitudes and behaviours remains to be seen. Further research monitoring the impact of Irish language in advertising is required to determine whether this exposure translates into tangible benefits for the Irish language, such as increased usage, greater cultural engagement, and a shift in public perception.
