Advertising Standards Authority for Ireland release latest Complaints Bulletin

  • Five advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising and Health Beauty claims.

The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains eight case reports on complaints recently investigated by the ASAI.

Five of the eight advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising and Health and Beauty Claims. The advertisements complained of related to website, internet, radio advertising, Snapchat and online search engine. The ASAI Complaints Committee also chose not to uphold two complaints.

The ASAI has also issued a statement on one case, which advised advertisers to take note of their concerns in any future advertising campaign.

The Complaints Committee is a completely independent arm of the ASAI and is responsible for considering and dealing with complaints submitted by the public, by a member of the ASAI, by a Government Department or any other person or body of persons. The Committee is made up of a range of experts from the advertising, media, education, consumer and marketing sectors.  See further details here –

Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the ASAI, stated:

“This latest ASAI complaints bulletin features a range of advertisements found in breach of our code. The bulletin follows the recent introducing of guidelines by the ASAI for the ‘Recognisability of Marketing Communications’ in Ireland.  

As influencer marketing becomes more prevalent, ASAI is emphasizing to advertisers that primary responsibility for the recognisability of marketing communications rests with the advertiser or brand. ASAI is also however, reminding all parties involved that they have a duty of responsibility to be legal, decent, honest and truthful with consumers at all times.  

The ASAI 2016 Annual Report highlighted a 98% compliancy rate with all ASAI rulings, underpinning the effectiveness of self-regulation in Ireland and illustrating the commitment of Irish advertisers to the work being carried out by ASAI in our bid to protect consumers and ensure the highest standards of advertising and marketing communications, which we are commited to promoting.  

The ASAI approach is to work with all advertisers, rather than against them, to ultimately ensure that all marketing communications are truthful, decent and honest. The ASAI provide a free and confidential copy advice service to advertisers, agencies and media members to help them create responsible ads. If an advertiser has any concerns about a marketing communications’ compliance with the ASAI’s Code, they can contact us and avail of the free and confidential copy advice service.”

Below is a list of complaints which have been found to be in breach of the ASAI Code:


Company/Organisation Complaint Category Further Details




(7th Edition)


The Complainants Committee considered the advert was likely to mislead by exaggeration

Complaint Upheld



Mercedes Benz



(7th Edition)


The complainant considered the advert to be misleading

Complaint Upheld






(7th Edition)


The complainant considered the advert to be misleading

Complaint Upheld



Almond Homeopathy


Health & Beauty

(7th Edition)


The complainant considered the advertiser not suitably qualified to treat the conditions

Complaint Upheld



The ASAI upheld one complaint made by Intra Industry / Interested Parties in the following cases:


Company/Organisation Complaint Category Further Details




(7th Edition)



The complainant considered the advertisement to be misleading and inaccurate

Complaint Upheld


The following complaints were investigated and following investigation, the ASAI Complaints Committee did not uphold the complaints.


Company/Organisation Complaint Category Further Details




(7th Edition)



Complaint Not upheld






(7th Edition)



Complaint Not upheld



The following complaints made by consumers were investigated and following investigation, the ASAI Complaints Committee considered that it was more appropriate to deal with the matter by way of a statement.


Faces By Grace / Miss Fit Skinny Tea


Health & Beauty

(7th Edition)

Statement Issued by ASAI



The ASAI 2016 Annual Report highlighted an increase in the number of advertisers, agencies, media and promoters who sought free, confidential copy advice from the ASAI on whether a proposed marketing communication or sales promotion conformed to the Code. In total, 165 requests for ASAI copy advice were received in 2016 in comparison with 63 in 2015.

The ASAI conducts ongoing monitoring of advertising across all media and since 2007, has examined over 27,000 advertisements, with an overall compliance rate of 98 per cent. The ASAI Monitoring Service monitors compliance with the Complaints Committee’s adjudications.

Media members are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.


Or follow the ASAI on Twitter @THE_ASAI

GSK opens new €8m state of the art biomass energy plant at Dungarvan site


  • New facility is only second of its kind in Ireland and will reduce carbon emissions by 33%
  • This brings total investment in facility over past 24 months to €23.2m, underpinning GSK’s commitment to Dungarvan 

GSK, one of the world’s leading healthcare companies, has announced the opening of an €8 million investment project at its manufacturing site in Dungarvan. The facility was officially opened today, Friday 23 June, by Site Director Brian Fox.

The investment has been utilised to develop a new purpose-built biomass energy facility which is expected to reduce the site’s carbon emissions by up to 33%. The facility uses locally sourced woodchips to create a carbon neutral fuel source for the site.

The development of the biomass energy facility in Dungarvan is part of GSK’s global sustainability strategy which supports the company’s carbon neutral policy. This policy has set challenging carbon, water and waste reduction targets for all GSK manufacturing sites across the world. Dungarvan has responded with significant reductions in energy usage across its plant, delivered by highly efficient, world class engineering and energy management systems. The biomass energy facility also utilises a sustainable fuel supply as the wood chip it burns is made from waste wood by-product and the ash produced is used in fertiliser, which grow more trees.

GSK, who this year celebrate 35 years in Dungarvan, employs over 700 employees at two sites in the area:

  • The ‘oral care’ facility produces a range of products including ‘Poligrip’ – the denture care range formulated to improve the comfort and oral health of people who wear dentures or partials. The facility produces 40% of the world’s supply of denture care products under the Poligrip and Polident
  • The ‘over-the-counter’ medical site produces a variety of medicinal products such as Panadol. Approximately 6.5 billion Panadol tablets are produced in Dungarvan each year – that’s 150 Panadol tablets per second which are then exported to 70 countries worldwide.

Today’s announcement follows two recent investments made by GSK in the Dungarvan facility:

  • €8 million was invested in the implementation of a new environmentally friendly packaging line that utilises a 100% recyclable material called Polypropylene. This offers a sustainable solution for the production of ‘blister’ packaged products as it allows the entire blister pack to be manufactured from one recyclable material.
  • GSK also invested in a €7.2m extension to the denture care facility in 2017 to expand tablet compression and packaging capacity.

Brian Fox, Site Director at GSK Dungarvan, commented: “This investment from GSK is a significant vote of confidence in the Dungarvan facility, as well as in the capabilities of the town and people of Dungarvan to support such strategic developments. GSK is in Dungarvan 35 years this year and this investment will underpin our existing investments here and our sizeable workforce. It will also significantly enhance Dungarvan’s role in GSK’s global business and today’s investment is a strong recognition of the strong technical and scientific capability we have here.”

Kevin Meehan, Engineer Director, GSK Dungarvan added: “This substantial investment in the new biomass facility demonstrates our strong commitment to sustainability and to the local community. We also worked with local suppliers on the build and are using locally sourced woodchip to run the facility as well. GSK Dungarvan has a highly skilled engineering team across multiple disciplines that ensures the facility continually operates to world class standards. The success of the Biomass Energy facility is a testament to their skills in electrical, mechanical and automation engineering.”



  • Manufacturing machinery in GSK Dungarvan is fitted with Variable Speed Drive Technology which sets the motors to idle when not in use.
  • The Dungarvan site is fitted with low watt energy efficient lighting throughout which is activated and deactivated by presence sensors.
  • Heat cycle efficient air conditioning systems are deployed in Dungarvan to maximise ambient air input and minimise power usage in heating/cooling cycles. This technology is complimented by steam traps, hyper-efficient condensers and thermo-graphic surveys to ensure optimal water and power usage.
  • GSK Dungarvan is a zero to landfill manufacturing site.



Eurotek designs and installs state of the art digital signage network in Ulster Rugby’s Kingspan Stadium

Live match footage and tailored visitor information now delivered to 96 screens around the renowned sports stadium


Eurotek, the Irish owned specialist provider of audio-visual solutions to companies nationwide and across the world, has designed and installed a new state of the art digital signage network at Ulster Rugby’s Kingspan Stadium in Belfast.

The new system enables Ulster Rugby to deliver live match footage and tailored visitor information to 96 screens across the venue in locations such as the reception stands, corporate hospitality boxes, lounge and bar areas as well as the gym. The technology will help to engage fans as much as possible, while also maximising revenue throughout the stadium.

Ulster Rugby is one of Ireland’s four professional provincial rugby teams. It represents the IRFU Ulster Branch, one of the four primary branches of the IRFU, and is responsible for rugby union throughout the geographical Irish province of Ulster, comprising six counties in Northern Ireland and three in the Republic of Ireland. The Kingspan Stadium, which has a capacity of 18,000, will host the two semi-finals and the final of this year’s Women’s Rugby World Cup on August 22nd and 26th, 2017, underlining its status as one of Europe’s finest live rugby venues.

Following a competitive pitch process, Eurotek, which is celebrating 50 years in business, was appointed the preferred provider of a new digital signage network for the venue.

Experts in the design, supply, installation and integration of audio-visual communication equipment, Eurotek recommended the installation of the Exterity IP video system. This package enables the streaming of live matches internally to the 96 screens around the venue and includes the AvediaStream TV gateway, encoder, central management platform, receiver set-top boxes and ArtioSign, Exterity’s digital signage solution.

Managed by the Ulster Rugby in-house commercial team, the integrated signage and IPTV screens display pre-match footage and information, sponsorship and promotional merchandise information, details about tickets and upcoming events, match replays and social media feeds, all through rotating signage screens.

In the corporate lounge, tailor-made messages are displayed for meetings and conferences taking place on non-match days, while in the gym the signage screens provide information about nutrition and training sessions for the players.

Adrian Mc Donagh, IT Manager at Ulster Rugby, said:

“Extending our Exterity IP video system with Eurotek was a natural step and has enabled us to combine high-quality video with sponsorship adverts, match information and RSS feeds. We like that we can manage the entire solution from a central point and can easily deliver the right content to the right screen. The drag-and-drop graphical editor makes it easy for the commercial team to create and update signage before each match or event.”  

Adrian Back, Systems Specialist with Eurotek, said:

“We’re delighted that Ulster Rugby selected Eurotek to provide their new digital signage network for Kingspan Stadium. The system had to meet a number of critical requirements, most notably that it would be extremely easy to update as it will be operated on a regular basis by internal team members who would have limited knowledge of such systems. We’re delighted with the end result and are very much looking forward to working with Ulster Rugby again in the future.”

From its headquarters in Sandyford, Dublin, Eurotek is the market leader in the design, supply, installation and integration of audio visual display systems, broadcast television systems, digital video production systems and computer graphics systems, as well as digital signage and wayfinding solutions.

The company services the needs of clients throughout Ireland, the UK, mainland Europe and the Far East. The company has worked on contracts for a range of clients across a variety of sectors including healthcare, broadcast, retail, hospitality and educational facilities as well as corporate venues. Clients include the likes of RTÉ, TV3, TG4, Convention Centre Dublin, Kerry Group and Croke Park.

The Eurotek team includes specialists in IT networking, video engineering, design, integration and sales. The company has invested significantly in developing and updating its technological capacity to ensure it can provide excellent products and high-end customer service and technical advice.

Eurotek is a member of the International Communications Industry Association and complies with its rules and standards.


For more information and regular updates, check out

or follow us on Twitter @EurotekIreland

New study from global healthcare company GSK finds that Irish doctors still don’t trust online health information and channels

How digital are Irish doctors? 

  • New study from global healthcare company GSK finds that Irish doctors still don’t trust online health information and channels
  • GSK launches digital offering supporting Irish healthcare professionals

While millions of people turn to digital when researching symptoms, or looking up health conditions, Irish doctors still prefer traditional methods to educate themselves – according to a study conducted by GSK[i]; which looks at the digital habits of Irish medics. The study found, that while Irish doctors are increasingly looking to online resources, including pharmaceutical company websites (61%), they still rate these less credible than face-to-face or more traditional information sources. The study, conducted amongst a national representation of Irish GP’s and hospital specialists, revealed that only 15% found medical information on social media as ‘very’ or ‘fairly’ credible. Even when it was a specialised healthcare professional only social media network (HCP group) credibility was still only ranked at 31%. Not surprising –  medical journals (100%), prescribing guides (99%), healthcare professional bodies (98%) and medical conferences (94%) were rated as the most credible sources of information respectively.

Speaking at the launch, Eimear Caslin, Commercial Director at GSK Pharmaceuticals said, “The relationship between pharmaceutical companies and healthcare professionals is essential in helping develop medicines and treating patients so it’s really important that GSK ensures we are providing accurate, up to date information on our medicines. We wanted to invest in new digital ways of engaging with HCPs at a time, place, and through channels convenient to them.  By combining the benefits of our digital channels, including websites, webinars, emails, click-to-chat and analytics, with our face-to-face channels we can greatly increase the numbers of HCPs we can speak with, engage and educate with real-time information about our medicines and vaccines.”

GSK is hoping to make a step change and differentiate themselves digitally as a reputable and trusted source of product information for healthcare providers. This is due to its changes in their value based driven ways of working, and a positive step in the right direction with just over a third of the studies respondents rating GSK as innovative in its digital offering and further findings including; 32% ranking GSK’s website as having ‘relevant content’, 33% stating that GSK provides effective ways  to communicate via digital platforms and nearly 50% viewing GSK as offering valuable professional development resources (e.g. online study modules, webinar etc).

Richard Corbridge the CIO of the Health Service Executive added; “The study clearly indicates that healthcare companies are in need of an ‘upgrade’ in terms of how information is used. It generates further debate about how the system communicates and educates in healthcare in the digital space. Although interaction between healthcare companies and healthcare professionals has traditionally been face to face, there has been positive steps made throughout the way we work in recognising this needs to evolve such as the onset of webinars the use of social media and the continued growth of video as a means of communication. In fact, with nearly three quarters of this survey’s healthcare professionals in agreement that pharma companies play a major role in education for HCPs, medical charities and patient groups, it’s an obvious endorsement of the changes made to date across the sector as a whole to better fit the needs of today’s modern medics.” 

He went on to say, “eHealth Ireland has embraced the implementation of digital as a priority for the health system in Ireland, studies like this provide us with more evidence, more ways to engage and an affirmation that the reform of all health systems across the world can only truly be achieved through the onset of a digital change, a digital fabric for Ireland is our goal over the next 3 years.”

Further results

The study also showed that there is high trust between pharma companies and healthcare professionals, with very high credibility ratings for online study modules by professional development resources (96%), in person events hosted by a pharmaceutical company (94%), sponsored conferences provided by a leading expert in their field (93%) and face to face medical information meetings (78%) with pharmaceutical companies, the latter was also the most frequently used information source by doctors in the last 12 months (78%).

Part of wider changes to build trust

These changes are part of a wider transformation of GSK’s business model, all of which are designed to build trust by helping to remove any perceived conflict of interest between GSK and prescribers. Other initiatives since January 2015 include, GSK pharma medical representatives and their managers are no longer financially rewarded for the number of individual prescriptions generated but rather incentivised based on their technical knowledge, the quality of service they deliver to HCPs to support improved patient care; and a broader set of business performance measures. In addition, in June 2015, GSK ended payments to healthcare professionals for speaking on their behalf about prescription medicines or vaccines.


[i] GSK Ireland HCP Customer Perspective Study, March 2016; imshealth

PaycheckPlus, the Irish payroll outsource provider, wins prestigious global accolade at ‘The Payroll Awards’ hosted by The Global Payroll Association in Amsterdam

Michelle Melia, PaycheckPlus payroll expert, also receives

special recognition award at global ceremony


PaycheckPlus, the multi-award winning Irish payroll outsource provider for Irish, UK and international clients, has won a prestigious global award at the ‘The Payroll Awards’ hosted by the Global Payroll Association in Amsterdam last week (June 8th). The Co. Louth based payroll company beat a host of international competition to take home the “In-country Payroll Provider of the Year 2017” award.

In addition, PaycheckPlus payroll expert, Michelle Melia also received a special recognition award in the ‘Payroll Specialist of the Year’ category.

The Payroll Awards’ is the only award ceremony in the world for professionals involved in the global payroll sector. The event celebrates technical excellence and professional development amongst companies and their payroll teams operating internationally. The event is presented annually by The Global Payroll Association, the first international payroll association of its kind, acting as a central hub for ‘all-things payroll’. The association provides comprehensive directories, interactive training and in-depth country resources for international payroll, HR and financial professionals of all levels.

Founded in 2005, PaycheckPlus has the largest payroll team in Ireland and provides Irish and UK payroll processing services to companies across 18 different countries.

Located in a state-of-the-art facility on Donore Road, Drogheda, PaycheckPlus offers a range of managed payroll services including Irish and UK payroll, white label, payroll auditing, consultancy, payroll forensics and FX. PaycheckPlus works with a vast array of industries ranging from fin tech to pharma, manufacturing to retail, healthcare to hospitality and more. Their client base varies from blue-chip companies to SMEs in both Ireland and abroad with employee numbers that range from 1 to over 1,000. The company is unique in Ireland, in that they also provide in-house workshops and online training to their clients.


Anne Reilly, Founder and CEO of PaycheckPlus says:

“We are absolutely delighted to win this award particularly with so much recent change within the sector and with significant developments on the way, such as the introduction of PAYE Modernisation, the General Data Protection Regulation and legislation changes as a result of Brexit. Preparing for these developments is imperative for businesses and can be challenging for HR and payroll staff. That’s where we can help. We deliver a complete, consistent, proven service that’s built on the solid foundations of tight, well-honed practices and a highly qualified expert team.” 

“We’re also delighted for Michelle Melia who is now Ireland’s first payroll professional to receive special recognition on the global stage. Payroll processing and compliance can be a thankless job with little recognition. However, Irish payroll personnel should be and are starting to get deserved recognition for their excellence.”  

As payroll is such a complex, ever-changing and time consuming activity for businesses and due to the significant penalties that organisations can incur if they’re not compliant, many companies are choosing to outsource their payroll to specialists.

By outsourcing to PaycheckPlus, businesses can rest assured that they are payroll compliant and that their employees will get paid on time, every time – even if their internal payroll employees become ill or go on leave.  As the most decorated payroll bureau in Ireland with an impressive 18+ award wins, PaycheckPlus is no stranger to the spotlight with a substantial list of awards and accolades already under their belt including:

  • Business Growth Award for SME’s 2016 (Louth Business Awards)
  • Best Business Practice Excellence Award 2014 (Fingal Dublin Chamber)
  • Best Exporter 2012 (Louth Chamber)
  • Customer Service Excellence Award 2011 (Fingal Business Awards)
  • Best Service Provider 2009 (Louth County Enterprise Board)







Advertising Standards Authority for Ireland issues reminder that primary responsibility for the recognisability of paid for marketing communication rests with brands and advertisers

  • Onus is on brands and advertisers to ensure sponsored bloggers or influencers uphold the ASAI code, but all parties involved have a duty of responsibility
  • ASAI recommends use of a clearly identifiable hashtag such as #Ad or #SP

 The Advertising Standards Authority for Ireland (The ASAI), who recently introduced new guidance on the ‘Recognisability of Marketing Communications’, is reminding advertisers that primary responsibility for the recognisability of marketing communications rests with the advertiser or brand. The organisation is, however, reminding all parties involved that they have a duty of responsibility.

Where celebrities, bloggers or influencers are sponsored by brands or paid directly to promote a product, it must be clear these posts are marketing communications. Bloggers and online influencers are already required to adhere to the ASAI’s Code of Standards for Advertising and Marketing Communications in Ireland, which applies to all commercial marketing communications, regardless of the medium in which they appear. However, the onus is on the advertiser to ensure that bloggers or influencers follow the ASAI Guidelines and identify all marketing communications, while also ensuring the content is legal, decent, honest and truthful.

In the context of recognisability, the importance of transparency for the consumer is particularly reflected in Section 3.32 of the Code, as follows:

Marketing communications should not misrepresent their true purpose. Marketing communications should not be presented as, for example, market research, consumer surveys, user-generated content, private blogs, or independent reviews if their purpose is marketing, i.e. the promotion of a product.

 Non-adherence to the Code may ultimately result in the ASAI upholding a breach under the Code and which may be published in the general media.

To achieve Code compliance, the ASAI is recommending the use of a clearly identifiable hashtag such as #Ad or #SP. The chosen identifiable hashtag must be clear from the beginning of the content. Disclaimers should be visible for consumers to see before they interact with or read the relevant material. A disclaimer that appears below- the-fold on websites, in terms and conditions, or at the end of the marketing communication is not sufficient.

Orla Twomey, CEO of the Advertising Standards Authority for Ireland, says:

“The area of influencer marketing has seen a number of in-depth conversations both online and in the media recently as consumers voice their concerns about bloggers who may or may not be declaring marketing communications. To avoid any confusion within the advertising industry, the ASAI is making it clear that the primary responsibility for disclosure of marketing communications rests with the advertiser.

 While all parties have a duty of care, it’s important that brands encourage responsible advertising practices and that consumers are not mislead through the medium of influencer marketing. The recently introduced ASAI guidelines aim to address concerns, highlight best practice and develop a uniform set of standards applicable to both companies and the bloggers who deliver the marketing communications.

As the independent self-regulatory body committed, in the public interest, to promoting the highest standards of marketing communications in Ireland, the ASAI aims to lead the way in ensuring all marketing communications are legal, decent, honest and truthful, inclusive of online influencer marketing.”

 The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications that is advertising, promotional marketing and direct marketing. The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’. The ASAI also offers free confidential and non-binding copy advice on the compliance of proposed advertising.

The ASAI accepts complaints from any person or body who considers that a marketing communication may be in breach of the Code. To view the full ASAI Code of Standards for Advertising and Marketing Communications in Ireland (7th edition), go to


The full Guidance provided by the ASAI on the Recognisability of Marketing Communications can be found on this link


To find out more or to view the new ASAI Code of Standards for Advertising and Marketing Communications in Ireland (7th edition)

go to or follow the ASAI on Twitter @THE_ASAI

Festival-goers to spend €253m attending Irish music festivals across the year, according to a study by Livewire, the sponsorship specialists

  • Electric Picnic and Fleadh Cheoil are the two most popular summer music festivals
  • Attendees spend most cash on festival accommodation
  • Raincoats voted most essential item for attending festivals
  • Weather named as worst thing about Irish music festivals
  • Heineken most recognised music festival sponsor


A new study conducted by Livewire, the sponsorship specialists, and their partners, Ignite Market Research, highlights that 22% of adults plan to attend a festival this summer and, that on average, expect to spend €316 each. This means an estimated spend of €253m by festival-goers this summer. This includes pre-festival purchases such as tents and clothing as well as food and alcohol during the festival and excludes the price of a ticket. Interestingly Irish festival goers feel that they spend too much money on festivals with 60% agreeing with the statement ‘I spend too much money at festivals’.

A third of festival goers spend the most amount of money on accommodation, including tents and camping equipment. The same amount of people list food as their biggest spend. 20% of festival-goers list alcohol as their biggest spend.

Raincoats are voted as the most essential festival item by 30% of festival attendees, followed closely by a waterproof tent (24%). This is not surprising considering almost a third of festival-goers vote the weather as the worst thing about Irish music festivals. This was followed by the toilets (21%), the price of food and drink (21%) and drunk people (21%).



When we compare festival attendance to other attractions over the summer, we see that over 800,000 people expect to attend a music festival. This compares to attendances of 1.3 million at both the 2016 GAA Senior Football and Hurling Championships. Of those who attend festivals nearly a third describe festivals as the highlight of their summer, with a further 26% of people agreeing that festivals are more important to their summer than any sporting event.

Electric Picnic is by far the most popular festival in Ireland, with 32% of all respondents who identify themselves as festival goers saying that they have previously attended the Electric Picnic festival at some stage in their lives. 22% surveyed said that they plan to attend this year’s event which is due to take place in Stradbally in September.

Ireland’s second favourite festival is Fleadh Cheoil na hÉireann, with 22% of respondents saying that they have attended the annual traditional music festival. Other popular Irish festivals included the Punchestown Festival (15%), Longitude (14%) and Sea Sessions (12%).



Before anyone has taken to the stage, festival-goers have listed Heineken (41%), Guinness (32%), Vodafone (32%), Electric Ireland (25%) and Three (19%) as the most associated festival sponsors.

While the majority of festival goers agree that sponsors add to their experience of a festival, a third of people say that festivals have become too corporate.


 Jamie Macken, a Partner with Livewire, says:

“What our study highlights is that there remains significant opportunity for sponsors to capitalise on the Irish music festival scene. This opportunity exists in terms of an appetite by festival-goers to spend more and the view that sponsors have room to improve with regards to the standard of their festival activations. Add to this an under representation of categories such as camping and accommodation and it is clear that there remains room for more brands to benefit from music sponsorship.”


For further information, check out

or follow us on @LivewireIRL

Mark Grogan, Research Project Manager at Ignite, says:

“Our study shows that despite adversities such as inclement weather we’re a nation of festival goers with a third of us saying so. Interestingly there is a ‘hard core’ cohort of festival goers that brands can potentially speak to across a wide range of festivals. These ‘hard core’ festival goers attend at least one festival every year and this equates to 17% of the population. When we looked at this 17% we saw that there is prevalence with regular festival attendance across all life stages. We typically associate festivals with the younger generations however this study highlights the engagement of all generations with festivals. For Ignite and Livewire this highlights the opportunity for brands who are not traditionally associated with festivals to engage with festivals but also for brands who currently engage with festival to speak to a wider cohort of festival attendee.”

For further information, check out or follow us on


About the study:

The study was conducted with a nationally representative sample of 1,000 people between 19-25 May 2017. Of this 1,000 people, 297 defined themselves as festival goers.

22% of adults say that they will attend a festival this summer. On average, we estimate that those who will attend a festival this summer will attend 1.4 festivals. Based on the average spend per festival (€226) we estimate that Irish people will spend €316 each on festivals across the year. When we extrapolate this up to the total population of adults planning to attend a festival, we estimate that in total they will spend €253m on festivals this year.


About Us:

 Livewire are sponsorship specialists that guides brands and rights holders through every stage of the sponsorship process. With an emphasis on return on investment, all sponsorship strategies created by Livewire are developed to ensure clients gain real and measurable value from their partnerships.

Livewire is part of Core Media Group, Ireland’s largest media communications group. The company is also a member of the European Sponsorship Association.

Ignite Research is a strategic market research agency based in the heart of Dublin. As part of the Core Media group, we are a dynamic agency with a team of experienced and inquisitive researchers, Ignite uses the latest thinking and techniques to find better ways to solve consumer and business research problems.

Ignite works to push the boundaries of how things have always been done to find a better way of delivering research and insight in the rapidly changing world which consumers and businesses operate in.

The Ireland edition of The Times printed copy goes on sale

  • Print copies will be available for an introductory price of €1
  • Donncha O’Callaghan joins the team to provide analysis and insights during the Lions tour of New Zealand

News Ireland has announced that printed copies of the Ireland edition of The Times will be available to readers from Saturday, June 3, 2017 for the introductory price of one euro (€1). The print edition will be available from newsagents across the country replacing the international edition currently in the market. The Sunday Times will remain at its current price at €3.00.

Building on the success of the digital version, which was launched in Ireland in September 2015, the print edition will continue to feature balanced, professional news and analysis from an experienced Irish team of up to 30 journalists including Niamh Lyons, Ireland political editor; John Walsh, Ireland business editor; Ellen Coyne, senior reporter and Aaron Rogan, senior reporter.

Furthermore, Donncha O’Callaghan, former Lion and Irish international, will be ensuring our readers are kept well informed on events in New Zealand during the upcoming British and Ireland tour as he writes exclusively for the Ireland edition of The Times.

Donncha will be joining a talented team of sports writers which includes Ronan Early, Garry Doyle, Ewan McKenna, Christy O’Connor, Enda McEvoy, Denis Walsh and Michael Foley. Throughout the summer, the team will continue to report and provide authoritative analysis on the Lions Tour, the GAA Championship and a wide variety of other sports, including the Women’s Rugby World Cup which will take place in Ireland in August 2017.

 Richard Oakley, Editor of The Ireland edition of The Times, said:

“We’re delighted to offer the print edition at a competitive price and look forward to welcoming former Lion Donncha O’Callaghan to our editorial team. His knowledge and insights will be a great boost to our Lions Tour coverage and we’re sure new and existing readers will devour his comprehensive analysis of the matches.”

In addition to providing a unique perspective on Irish news, The Ireland edition of The Times ensures readers are always across the global news agenda due to the wealth of coverage generated by a team of more than 200 journalists in London and 36 correspondents across six continents, including contributions from international names such as Caitlin Moran, Mike Atherton, Giles Coren, Henry Winter, Daniel Finkelstein, Anthony Loyd and Matthew Parris.

Readers will enjoy a range of unrivalled lifestyle content seven days a week, including interviews, music, arts, film, food and beauty in The Times Magazine every Saturday as well as in the Culture, Style, Magazine, Travel and Home sections of The Sunday Times.


Full details of the various digital membership packages are available at  

The Ireland edition of The Times and The Sunday Times

Know your times or follow us on @thetimesIE