Telewizja Polska (TVP) - statistics & facts
The oldest and biggest television network in Poland, Telewizja Polska S.A. (Polish Television), includes channels such as TVP1, TVP2, TVP3, TVP ABC, TVP Culture, TVP History, TVP Sport, TVP Info. For quite a long time, TVP was recognized by a significant part of the public as a station subordinate to the Law and Justice party, which ruled Poland from 2015 to 2023. After the parliamentary election in October 2023, the new government announced a change in this aspect, involving the depoliticization of Polish Television to make it informative without getting directly involved in current politics. However, Poles' opinions on the subject were divided, with nearly 30 percent of respondents opposing any alterations to public media by the new government. This resistance to change highlights the complex relationship between politics and media in the country, as well as the public's varied opinions on how media should be managed.
The content of commercials on TVP is evolving to reflect changing societal demographics. In 2024, TVP ads predominantly featured women aged 18 to 49, but there has been a nine-percentage-point increase in the representation of people over 50 compared to 2017. This older demographic was more likely to be portrayed in familial roles, such as grandparents, than in health-related contexts. Additionally, there has been a 10-percentage-point rise in the use of actors, suggesting a trend toward more professional commercial productions.
Advertising and demographic shifts in commercials
Television advertising in Poland continues to command premium prices, particularly for popular programs and sporting events. In November 2024, a 30-second commercial spot before the hit series "M jak miłość" on TVP 2 cost advertisers 143,900 zloty.The content of commercials on TVP is evolving to reflect changing societal demographics. In 2024, TVP ads predominantly featured women aged 18 to 49, but there has been a nine-percentage-point increase in the representation of people over 50 compared to 2017. This older demographic was more likely to be portrayed in familial roles, such as grandparents, than in health-related contexts. Additionally, there has been a 10-percentage-point rise in the use of actors, suggesting a trend toward more professional commercial productions.
