Advertising expenditure in Poland 2012-2024, by medium

Overall advertising expenditure in Poland has been increasing since 2013. In 2019, the highest spending was seen in television and digital advertising. In the long term, ad spending is expected to increase for all the media except for television.

Leading spenders

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.

Digital domination?

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.