EARNINGS from advertising income for newspapers, radio, television, cinemas, outdoor and magazines increased by just over 9 per cent last year, bringing the total to £269 million.
The increase amounted to £23 million, most of which went to national newspapers and television.
According to Mr Kevin McSharry, director of Advertising Statistics Ireland, the indicators suggest the economy will experience further growth this year. He predicted advertising investment of about £300 million for 1996.
Earnings in the previous two years increased by 8 per cent each. The strong economy and increased competitiveness meant bigger media budgets for companies in most sectors.
National newspapers, the biggest earners, increased revenue from £113.3 million in 1994 to £122.5 million, though market share fell 1 per cent to 45 per cent.
Television earned £87.7 million, with 33 per cent market share, while radio, with 10 per cent market share, earned £26.3 million.
The magazine sector increased its earnings by 6 per cent to £14.7 million, outdoor advertising was £15.8 million, up 17 per cent, while cinemas earned £2.4 million, up 4 per cent, but still represent only 1 per cent of the total spend.
The statistics are worked out using the full rate charged for advertisements by newspapers. The figure for radio advertising is calculated using RTE, 98 FM, FM 104 and Cork 96 FM and excludes earnings from local advertisers.
Advertising food products accounted for £34.5 million, the most valuable sector, with retail, at £32.4 million, the next most important area.
Tourism products, with spending of £9 million, was the tenth most valuable category.
Ten companies spent nearly £50 million and accounted for 18 per cent of display advertising revenue. They included Cadburys, the ESB, Dunnes Stores, Guinness Group Sales, Power City and Government departments.