Advertising market in Poland – February 2024
ONLINE ADVERTISING MARKET
In February 2024, we recorded 80.06 billion impressions of advertising creations on the Internet, and the average frequency of contact with advertising per user was 2,809 contacts. Online advertising activities reached a total of 87% of the Polish population aged 7 to 75.
The average duration of contact with the creative was 9.57 seconds (10.16 seconds for display creatives and 7.39 seconds for video creatives).
The average visibility of digital creations in February (Viewability Rate calculated according to the IAB definition) was 46.85%. A higher visibility rate was achieved by video creations, for which 55.56% of advertising contacts were in the user's field of view. In the case of display creatives it was 47.24%, and for text ads only 29.43%
The most active in terms of the number of online advertising contacts was the "Trade" industry (31.1 billion), for which the Share of Voice in all online advertising contacts in February amounted to 38.8%. The average contact time for this industry was 10.09 seconds, and the creative visibility rate was 50.07%.
The next places on the podium were taken by the "Media, books, CD&DVD" industries (7.44 billion advertising contacts and SoV of 9.3% and " Leisure Time" (4.9 billion advertising contacts and SoV - 6.2%).
Top online advertisers
The most active digital advertiser in February 2024 was the Media Expert brand, which generated 2.81 billion online advertising contacts, reaching 80.62% of Poles aged 7 to 75. Ceneo.pl was in second place with 2.63 billion contacts and 76.03% reach. Third place on the podium belonged to Allegro (2.05 billion contacts and reach of 79.23%).
The ranking of TOP 10 brands is closed by the Apart brand, which recorded 0.60 billion advertising contacts.
Online advertising expenses
The Ceneo.pl brand was in first place in the advertising expenditure ranking in February 2024 - its share in expenditure among all brands was 5.42%. The MediaExpert brand took second place with a 4.66% share, while Allegro closed the podium (3.46% share).
Please remember that data on online spending are estimated values based on publishers' price lists, where all activities were calculated at the CPM (Cost per mile) rate. They are calculated for display activity on PC and mobile platforms, excluding video and social media/search engines.
TV ADVERTISING MARKET
In February, the "Pharmaceuticals" industry was the most active in advertising on television. It generated over 21.3 billion advertising contacts, reaching 91.56% of the population aged 7 to 75. Share of Voice in all advertising contacts in February for this industry was 33.16%, while the average time of contact with advertising in a traditional receiver was 19.35 seconds. The "Food" industry took second place (11.6 billion advertising contacts, SoV of 18.14% and 90.62% reach), while the "Trade" industry closed the podium (8.3 billion advertising contacts, SoV - 12 .85% and coverage – 90.46%).
Top TV advertisers
The most active advertiser on television in February was the Lidl brand. It generated 1.3 billion advertising contacts, reaching 84.31% of Poles aged 7 to 75. Orange was in second place (1.04 billion advertising contacts and 83.81% reach), while Biedronka was third (0.96 billion contacts and 85.18% reach). The Lotto brand took 10th place in the presented ranking with 0.5 billion advertising contacts and 73% reach in the population aged 7-75.
TV advertising expenses
In terms of estimated advertising expenditure on television, the Lidl brand was in first place - its share in expenditure was 2.36% - and Biedronka was second, with a share of 1.80%. Third place belonged to Media Expert with a share of 1.76%.
RADIO ADVERTISING MARKET
On radio, the "Trade" industry generated the largest number of advertising contacts in February (7.8 billion). In second and third place were the "Pharmaceuticals" (5.39 billion contacts) and "Automotive" (1.52 billion advertising contacts) industries.
Top RADIO advertisers
The most active advertiser on the radio in February was again the Media Expert brand - it generated 1.84 billion advertising contacts, reaching 85.61% of Poles aged 7 to 75. In second place was Euro RTV AGD (0.94 billion advertising contacts, 79.72% reach), and in third place - Lidl (0.82 billion contacts, 79.92% reach). The TOP 10 list is closed by the Apetizer Senior brand (0.24 billion contacts and 73.16% reach).
Radio advertising expenses
The Media Expert brand had the highest share in advertising expenditure on radio in February (9.83%). The next places belong to Euro RTV AGD (5.02%) and Lidl (3.75%).
