Key regions: Australia, France, United States, Japan, United Kingdom
The Newspaper Advertising market in Ireland has been experiencing significant changes and developments in recent years.
Customer preferences: In today's digital age, customer preferences have shifted towards online platforms for news consumption. With the rise of smartphones and social media, people are increasingly turning to digital sources for their news updates. This has led to a decline in the demand for print newspapers and subsequently, newspaper advertising.
Trends in the market: One of the key trends in the Irish Newspaper Advertising market is the decline in print newspaper circulation. As more and more people rely on digital platforms for news, the circulation of print newspapers has been steadily decreasing. This decline in circulation has had a direct impact on the demand for newspaper advertising, as advertisers are now seeking alternative platforms to reach their target audience. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific demographics and interests, making it a more efficient and cost-effective way to reach their target audience. This trend has been driven by advancements in technology and data analytics, which have made it easier for advertisers to identify and reach their desired audience.
Local special circumstances: In addition to the global trend of declining print newspaper circulation, there are also some local special circumstances that have contributed to the changes in the Irish Newspaper Advertising market. One such circumstance is the dominance of a few major newspaper publishers in the country. These publishers have a significant influence over the market and can dictate the pricing and availability of advertising space in their newspapers.
Underlying macroeconomic factors: The changes in the Irish Newspaper Advertising market can also be attributed to underlying macroeconomic factors. The economic recession in Ireland in the late 2000s had a significant impact on the advertising industry as a whole. Many businesses had to cut back on their advertising budgets, leading to a decrease in demand for newspaper advertising. Additionally, the recovery from the recession has been slow, further impacting the advertising industry and contributing to the decline in newspaper advertising. Overall, the Newspaper Advertising market in Ireland is experiencing a decline in demand due to changing customer preferences, the rise of digital platforms, and the influence of local special circumstances. These changes are also influenced by underlying macroeconomic factors, such as the economic recession and slow recovery. As the market continues to evolve, it is important for advertisers to adapt their strategies and explore alternative platforms to reach their target audience effectively.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on newspaper advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in printed newspapers.Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
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