Figuring out the market

Figuring out the market

The Irish advertising market is difficult to measure, while Brexit and general uncertainty continue to hold it back

The modern-day Irish advertising market is worth more than €1 billion. Or is it? Nobody can say with any great accuracy. It is extraordinary that this is the case. Neilson, IAB and others have rough estimates, but they’re just that: rough estimates.

The reasons behind this are complex. Some media companies publish their figures while others are more circumspect. The most usual explanation is a lack of trust among the various media and a tendency...

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