1148. Deputy Brian Brennan asked the Minister for Education and Youth the total amount her Department and departmental agencies have spent in 2025 and to date in 2026 on social media and web advertising; the proportion this is of her Department's advertising budget; and if she will make a statement on the matter. [60927/26]

The Department has managed a number of advertising campaigns using social and digital advertising to support key policy objectives and raise awareness of services and initiatives.

One such initiative is the ‘Love it, Teach it’ campaign, which promotes the teaching profession and encourages post-primary and third-level students to pursue programmes of initial teacher education. The campaign has been delivered across a range of channels, including digital media (online video and social media), radio (both traditional and digital), and print media, including national newspapers and college publications.

The Department also delivers annual school transport advertising campaigns to inform parents and guardians of school-aged children, particularly those living in rural areas, about the Bus Éireann online portal. The campaign highlights how to check eligibility for free school transport and register and pay for school transport services where applicable. It is delivered in two phases: the first coincides with the opening of the application portal, while the second focuses on reminding families of application and payment deadlines. The campaign is delivered across regional and national print media, radio, digital advertising, and social media platforms.

In addition, the department delivered a public information campaign across traditional and digital media channels to support the School Patronage Survey.

It should be noted, the department does not maintain a central advertising budget. Responsibility for advertising expenditure rests with individual policy units, which allocate funding to support specific policy objectives and programme delivery.

Advertising Expenditure

2026 (Year to Date)

Year-to-date 2026 (August) expenditure on social media and web-based advertising amounted to €167,649, representing 19% of total advertising expenditure.

2025

In 2025 expenditure on social media and web-based advertising amounted to €219,287, representing 33% of total advertising expenditure.

The information in respect of aegis bodies, within the scope of the Deputy’s question, is not held by the Department. Officials in the Department will endeavour to get this information but contact details for these bodies are set out below should the Deputy wish to contact them directly with this query.