Advertising expenditure in Poland 2008-2015, by medium

Over a period presented, television was the leading advertising medium in Poland. By 2015, spending on television advertising was forecast to reach roughly 1.6 billion U.S. dollars. The forecasted spending was a decrease of 1.7 billion U.S. dollars in 2010.

Television advertising in Poland

  The pharmaceutical industry accounted for 41 percent of Poland’s advertising expenditure, with Aflofarm holding the highest TV ad expenditure in Poland, amounting to over 96 million zloty. In 2019, TVP S.A., the largest television network in Poland, generated total annual advertising and sponsoring revenue of 874 million zloty. Although television was watched daily by almost 60 percent of Poles aged 16 to 49 years old, there was a decrease in in Polish TV stations’ advertising time.

Is digital advertising taking over?

  Polish digital advertising has witnessed enormous growth since 2012, and the sector is now expected to continue growing at a steady pace. Although the expenditure on Internet advertising has not yet exceeded television advertising expenses, it has shown the most significant change in expenditure value growth. Despite this, Poles’ attitudes to online advertising are rather hostile, with half of the Polish population getting often annoyed by advertising on the Internet.