Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Poland

Poland

Ad spending in the Traditional TV Advertising market in Poland is forecasted to reach US$0.95bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -0.21%, leading to a projected market volume of US$0.94bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Poland is estimated to be US$28.29 in 2024.
The number of users in the Traditional TV Advertising market in Poland is expected to reach 33.51m users by 2029.
Traditional TV Advertising in Poland is experiencing a resurgence due to its ability to reach a wide audience effectively amidst digital competition.

Key regions: India, United States, France, Australia, China

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Poland has been experiencing steady growth in recent years, driven by customer preferences for television as a primary source of entertainment and information.

Customer preferences: Polish consumers have a strong affinity for television, with a significant portion of the population relying on it as their main source of news, entertainment, and information. This preference for television content has resulted in a high demand for traditional TV advertising, as advertisers recognize the reach and impact of television commercials in reaching their target audience. Additionally, the availability of a wide range of channels and programs caters to diverse consumer interests, further driving the popularity of traditional TV advertising.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Poland is the shift towards targeted advertising. Advertisers are increasingly utilizing data-driven insights to identify and reach specific audience segments with tailored advertisements. This trend is driven by advancements in technology and the availability of data analytics tools, allowing advertisers to optimize their campaigns and maximize their return on investment. By targeting specific demographics, advertisers can ensure that their messages reach the right audience, increasing the effectiveness of their advertising efforts. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are leveraging the popularity of digital platforms and social media to extend the reach of their television campaigns. This integration allows for cross-promotion and engagement with viewers beyond the television screen, creating a more holistic and immersive advertising experience. This trend is particularly relevant in Poland, where internet and smartphone penetration rates are high, providing advertisers with ample opportunities to engage with consumers across multiple channels.

Local special circumstances: Poland's large population and strong economy contribute to the growth of the Traditional TV Advertising market. With over 38 million people, Poland offers a sizable audience for advertisers to target. Furthermore, the country's stable economic growth and rising disposable incomes provide consumers with the purchasing power to support businesses and brands that advertise on television. This combination of a large population and a strong economy creates a favorable environment for the Traditional TV Advertising market to thrive.

Underlying macroeconomic factors: Several macroeconomic factors contribute to the growth of the Traditional TV Advertising market in Poland. The country's stable political environment and membership in the European Union provide a solid foundation for businesses to operate and invest in advertising. Additionally, Poland's robust infrastructure and widespread access to television services ensure that advertisers can reach a wide audience across the country. Furthermore, Poland's strategic location in Central Europe makes it an attractive market for international advertisers looking to expand their reach in the region. In conclusion, the Traditional TV Advertising market in Poland is growing due to customer preferences for television as a primary source of entertainment and information. Advertisers are capitalizing on this preference by leveraging targeted advertising and integrating digital elements into their campaigns. Poland's large population, strong economy, and favorable macroeconomic factors further contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) 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, media consumption, number of households with television, and consumer spending.

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.