Advertising market in Poland - June 2024
INTERNET ADVERTISING MARKET
In June 2024, we recorded 78.85 billion online ad creative impressions, and the average frequency of ad contact per user was 2,850 contacts. Online advertising activities reached a total of 84.61% of the Polish population between the ages of 7 and 75.
The average duration of contact with a creative was 8.73 seconds (9.48 seconds for display creatives and 6.70 seconds for video creatives).
The average visibility of digital creatives in June (Viewability Rate calculated according to the IAB definition) was 47.28%. A higher visibility rate was achieved by video creatives, for which 58.51% of advertising contacts were in the user's field of view. For display creatives, it was 44.18%.
The most active in terms of the number of online advertising contacts was the "Trade" industry (31.7 billion), for which the Share of Voice in all online advertising contacts in June was 40.2%. The average contact time for this industry was 9.25 seconds, and the creative visibility rate was 49.64%.
"Media, books, CD & DVD" (7.76 billion advertising contacts and SoV of 9.9%) and "Leisure Time" (4.9 billion advertising contacts and SoV of 6.2%) followed on the podium.
Top online advertisers
The most active digital advertiser in June 2024 was the Media Expert brand, which generated 3.43 billion online advertising contacts, reaching 78.52% of Poles aged 7 to 75. In second place was Temu with 2.66 billion contacts and 75.70% reach. Third place on the podium belonged to Allegro.pl (2.57 billion contacts and 77.92% reach).
The TOP 10 brands ranking is closed by Zalando, which recorded 0.56 billion advertising contacts.
Spending on online advertising
The first place in the list of display advertising expenditures in June 2024 went to the Media Expert brand - its share of expenditures among all brands was 5.34%. In second place was the Ceneo brand with a 3.65% share, while the podium is closed by Allegro.pl (3.37% share).
Please note that data on Internet ads expenses 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
The "Pharmaceuticals" industry was the most active in advertising on television in June. It generated more than 13.2 billion advertising contacts, reaching 92.83% of the population aged 7 to 75. Share of Voice in all advertising contacts in June was 20.3% for this industry, while the average time of contact with an ad in a traditional receiver was 21.05 seconds. In second place was the "Trade" industry (13.19 billion advertising contacts, SoV of 20.3% and 93.35% reach), while the Food industry closes the podium (9.34 billion advertising contacts, SoV of 14.4% and reach of 92.88%).
Top TV advertisers
The most active advertiser on TV in June was the Lidl brand. It generated 1.55 billion advertising contacts, reaching 89.38% of Poles aged 7 to 75. In second place was Media Expert (1.41 billion advertising contacts and 88.43% reach), while in third place was Biedronka (1.35 billion contacts and 89.29% reach). In 10th place in the presented ranking was the Plus brand with 0.57 billion advertising contacts and 79.63% reach in the 7-75 population.
TV advertising spending
In terms of estimated TV ad spending, the Media Expert brand came in first place, with a 2.79% share, followed by Biedronka, with a 2.74% share. Third place belonged to the Lidl brand, with a share of 2.63%.
Radio Advertising Market
In radio, the industry with the highest number of advertising contacts in June was "Trade" (11.5 billion). In second and third place were the "Pharmaceuticals" (4.27 billion contacts) and "Automotive" (1.84 billion advertising contacts) industries.
The most active advertiser on the radio in June was again the Media Expert brand - it generated 3.2 billion advertising contacts, reaching 90.20% of Poles aged 7 to 75. In second place was RTV Euro AGD (1.21 billion advertising contacts, 86.21% reach), and in third place was Allegro.pl (0.73 billion contacts, 85.67% reach). The TOP 10 list is closed by the Carrefour brand (0.3 billion contacts and 80.78% reach).
Radio advertising expenses
The Media Expert brand had the highest share of radio ad spending in June (14.59%). Next places belong to RTV Euro AGD (5.54%) and Allegro.pl (2.53%).
About gemiusAdreal
gemiusAdReal is a market intelligence tool revealing all brands’ activities, both in the digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: Facebook, Instagram and YouTube but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about the advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.
