Television advertising expenditure in Poland 2007-2016

Between 20017 and 2013, the television advertising expenditure in Poland fluctuated. However, during the forecast years, a steady increase was expected. In 2015, television advertising expenditure was predicted to reach 1.1 billion U.S. dollars.

 Leading spenders on TV advertising in Poland 

     Brands that invest the most in TV advertising tend to be in pharmaceuticals, FMCG, and telecommunication industries. Aflofarm, one of the largest pharmaceutical companies in Poland, was the undisputed leader – the brand spent over 130 million zloty on TV advertising in 2020. In terms of the number of advertisements broadcast by television stations, TVN and Polsat show the longest transmission time. As a result, the two TV channels also record the highest advertising income in the country.

Possible digital domination?

  Digital advertising witnessed an enormous growth in Poland between 2012 and 2015. The sector is now expected to continue developing at a steady pace.  Moreover, in terms of advertising expenditure distribution, internet advertising has shown an upward trend, holding a 35 percent share in 2019. This means that digital advertising could pose a threat to the currently leading advertising medium in Poland – television – soon.