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Advertising in Poland - statistics & facts

Poland has a dynamic and expanding advertising industry. After Russia, it has the second highest advertising spending in Central and Eastern Europe. Although there was an overall increase in the advertising net worth between 2013 and 2019, the coronavirus (COVID-19) pandemic affected the industry; consequently, advertising net worth witnessed a decrease of over one billion zloty in 2020. Retail and pharmaceuticals have consistently been the most prominent industries in Polish advertising, followed by FMCG, finance, telecom, and automotive. In retail alone, over 5.1 billion zloty was spent on advertising in 2020.

Traditional advertising

Radio, cinema, and outdoor advertising steadily occupy a small but noteworthy portion of the market; however, their share of advertising decreased significantly in 2020. Television is possibly the most influential medium in Poland. The television advertising sector is holding its own – both revenues and expenditures have continued to increase despite the possibility of the internet taking over completely. The revenues of major Polish TV stations have been rising. Pharmaceutical, FMCG, and telecom brands are the most active in TV advertising. Notably, TV ads are highly irritating to viewers, who often change the channel to avoid watching them.

Digital advertising

The internet has become one of the most powerful spaces for advertising – its share of ad expenditure has more than doubled since 2011. Furthermore, digital video ad spending is forecast to exceed 290 million U.S. dollars in 2021. Similarly to advertising in general, the industries with the most online ad spending are commerce, telecommunications, automotive, finance, and FMCG.

With the increasing popularity of video-on-demand in Poland, advertising within these services has become more important – Netflix, for instance, more than tripled its ad expenditure in Poland between 2017 and 2018. The amount of advertising time in Polish VOD services averages ten minutes per hour, which is similar to traditional television. The viewability rate for ads on online video platforms is comparatively high. In general, however, internet users are eager to avoid advertising and likely to use ad blocks.

The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.

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