The report captures growth of 20% in the advertising market last year following a decline of 6% in 2020 due to the effects of the onset of the Covid-19 pandemic.
The sector which saw the highest level of growth in advertising spend in Ireland in 2021 was the drinks industry - both alcoholic and soft drinks - which saw a significant growth rate of 80%. GroupM credits this growth to the continued expansion of the app ecosystem, increasing consumer adoption of e-commerce and the growing role of cross-border media marketplaces.Digital advertising has grown at an even faster rate on a global basis, now accounting for almost two thirds of market share, up from 60.5% in 2020.
Print titles temporarily halted previous declines, with newspaper advertising rebounding by 15% due to a strong digital-first bounce back from smaller scale, local advertisers.Newspaper advertising is expected to fall by 8% in 2022 and will account for 7% market share next year according to the report.