Television is currently the leader in advertising expenditure. Poland is also home to a considerable radio industry which holds a consistent share of ad spending, whereas the lowest spending is seen in the press. In terms of content, consumers are likely to see pharmaceutical and retail products advertised.
In 2022, the internet is forecast to overtake TV as the highest-spending medium in Poland. In some regions (like the U.S. and Norway) this has already happened. Companies are stepping away from traditional media and investing more into digital advertising in order to survive the apparent decline of print media, radio, and TV. The internet is a driving force in the transformation of advertising, enabling elements like big data, accurate targeting, branded content, and online influencing.