Retail and pharmaceuticals have consistently been the most prominent industries in Polish advertising, followed by FMCG, finance, telecom, and automotive. In retail alone, about half a billion zloty was spent on advertising in 2019.
Radio, cinema, and outdoor advertising steadily occupy a small but noteworthy portion of the market, whereas the share of advertising in the press has decreased significantly. 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 all 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 use their smartphones during commercial breaks to avoid watching them.
The internet has become one of the most powerful spaces for advertising – its share of ad expenditure has more than doubled since 2011 and digital ad spending is forecast to exceed 2.7 billion zloty in 2019. 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.