
Advertising market in Poland - December 2024
The data comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creatives broadcast on the internet, television and radio in December 2024.
Check out an interactive version of the report, which summarises brands' advertising activity in December - click here.
Internet advertising market
In December 2024, we recorded 92.16 billion ad impressions online, with the average frequency of contact with an ad per user being 3243 contacts. Online advertising activities reached a total of 87.04% of the Polish population aged 7 to 75.
The average time spent on a creative was 9.11 seconds (9.76 seconds for a display creative and 7.23 seconds for a video creative).
The average viewability of digital creatives in December was 45.03% (calculated using the IAB definition of viewability rate). Video creatives were found to be more effective in achieving a higher viewability rate, with 55.41% of ad contacts being visible in the browser window. Display creatives achieved a viewability rate of 42.35%.
In terms of the number of online ad contacts, the most active industry was Trade (40.21 billion), which accounted for 43.6% of all online ad contacts in December. The average ad contact time for this sector was 9.43 seconds, and the creative viewability rate was 48.23%.
The „Media, books, CD & DVD” (8.05 billion ad contacts and SoV of 8.7%) and „Clothing and accessories” (5.65 billion ad contacts and SoV of 6.1%) industries followed on the podium.

Top online advertisers
The most active digital advertiser in December 2024 was Media Expert, which generated 5.2 billion online ad contacts and reached 81.54% of Poles aged 7 to 75. In second place was the Temu brand with 4.2 billion ad contacts and 80.04% reach. Third on the podium was Allegro.pl (2.85 billion ad contacts and 80.81% reach).
The top 10 brands were rounded off by Rossmann, which recorded 0.85 billion ad contacts.
Online advertising spend
The brand Media Expert topped the list of display advertising expenditure in December 2024 - its share of spend among all brands was 7.22%. In second place was the brand Apart with a share of 3.44%, while the podium was completed by Allegro.pl (2.84% share).

It should be noted that online spend figures are estimated from publishers' price lists, where all activity has been calculated at a CPM (cost per mile) rate. They are based on display activity on PC and mobile platforms, excluding video and social media/search engines.
TV advertising market
The trade industry was the most advertising active on TV in December. It generated 17.09 billion ad contacts, reaching 93.64% of the population aged 7 to 75. The share of voice in all ad contacts in December for this sector was 25.8%, while the average contact time with an ad in a television was 19.94 seconds. In second place was pharmaceuticals (12.57 billion ad contacts, SoV of 18.9% and reach of 93.12%), followed by food industry (10.01 billion ad contacts, SoV of 15.1% and reach of 92.91%).

Top TV advertisers
The most active advertiser on TV in December was the Media Expert brand. It generated 3.38 billion ad contacts, reaching 91.25% of Poles aged 7 to 75. In second place was Lidl (1.75 billion ad contacts and 87.13% reach), and in third place was Biedronka (0.97 billion ad contacts and 84.43% reach). In 10th place in the presented ranking was the T-Mobile brand with 0.72 billion ad contacts and 80.55% reach in the 7-75 population.

TV ad spend
In terms of estimated TV advertising expenditure, the brand Media Expert came first with a share of 5.65%, followed by Lidl with a share of 2.88%. Allegro.pl came third with a share of 1.79%.

Radio advertising market
In radio, the industry with the highest number of ad contacts in December was trade (13.09 billion). In second and third place were pharmaceuticals (3.5 billion ad contacts) and automobiles (1.32 billion ad contacts).

The most active radio advertiser in December was again the Media Expert brand - it generated 3.58 billion ad contacts, reaching 86.23% of Poles aged 7 to 75. RTV Euro AGD came second (1.61 billion ad contacts, 83.76% reach), followed by Lidl in third place (0.64 billion ad contacts, 81.02% reach). The Intermarche brand (0.37 billion ad contacts and 77.23% reach) rounded off the top 10.

Spending on radio advertising
The Media Expert brand had the largest share of radio ad spend in December (16.10%). This was followed by RTV Euro AGD (7.43%) and Biedronka (2.26%).
