Advertising market in Poland - June 2025
The data presented here come from gemiusAdReal - a cross-media study of the advertising market. The analysis covered advertising creations broadcast in June 2025 on the internet, television and radio.
Please also see the interactive version of the report, summarising the advertising activity of brands:
https://gemius.com/pl/podsumowanie-miesiaca-rynku-reklamy-2025/
THE ONLINE ADVERTISING MARKET
In June 2025, we recorded 88 billion online ad impressions and the average frequency of contact with an ad per user was 3093 contacts. Online advertising actions reached a total of 87.02% of the Polish population aged 7 to 75.
The average time spent on a creative was 8.37 seconds (10.03 seconds for a display creative and 6.62 seconds for a video creative).
The average visibility of digital creatives in June 2025 (Viewability Rate calculated according to the IAB definition) was 49.73%. A higher viewability rate was achieved by video creatives, for which 63.24% of the advertising contact was in the user's field of view. For display creatives, it was 47.99%.
The most active sector in terms of the number of online advertising contacts was ‘Trade’ (35.72 billion), for which the Share of Voice in all online advertising contacts in June was 40.6%. The average contact time for this industry was 8.88 seconds and the creative visibility rate was 52.90%.
Next on the podium were the ‘Media, books, CD & DVD’ industries (9.52 billion ad contacts and SoV of 10.8%) and Automotive (4.25 billion ad contacts and SoV of 4.8%).
Top online advertisers
The most active digital advertiser in June 2025 was the Temu brand, which generated 4.95 billion online advertising contacts, reaching 81.06% of Poles aged 7 to 75. In second place was Media Expert with 3.92 billion contacts and 81.89% reach. Third place on the podium belonged to Allegro.pl (2.06 billion contacts and a reach of 79.67%).
The TOP 10 brands ranking is closed by tvn24.pl with 0.8 billion advertising contacts.
TV ADVERTISING MARKET
In June, the “Trade” sector was the most active in television advertising. It generated 14.1 billion advertising contacts, reaching 90.73% of the population aged 7 to 75. The Share of Voice in all advertising contacts in June for this industry was 23.1%, while the average time of contact with an ad in a traditional receiver was 20.47 seconds. In second place was the “Food” sector (9.6 billion ad contacts, SoV of 15.8% and 90% reach), while the podium is rounded off by the “Pharmaceuticals” sector (9.45 billion ad contacts, SoV of 15.5% and reach of 89.97%).
Top TV advertisers
The most active advertiser on TV in June was the Lidl brand. It generated 1.79 billion advertising contacts, reaching 83.48% of Poles aged 7 to 75. Media Expert came second (1.6 billion advertising contacts and 83.42% reach), while Kaufland came third (1.18 billion contacts and 81.03% reach). In 10th place in the presented ranking was the T-Mobile brand with 0.7 billion advertising contacts and 76.47% reach in the 7-75 population.
TV ad spend
In terms of estimated TV advertising expenditure, the Media Expert brand came first, with a 3.51% share, followed by Lidl, with a 3.38% share. Third place belonged to the Żabka brand with a share of 1.86%.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in June was “Trade” (12.16 billion). In second and third place were the “Pharmaceuticals” (3.73 billion contacts) and “Automotive” (2.35 billion advertising contacts) industries.
The most active advertiser on radio in June 2025 was the Media Expert brand - it generated 3 billion advertising contacts, reaching 88.95% of Poles aged 7 to 75. In second place was RTV Euro AGD (1.03 billion advertising contacts, 86.6% reach) and in third place was Lidl (0.93 billion contacts, 85.72% reach). The TOP 10 ranking is closed by the Agata Meble brand (0.29 billion contacts and 79.78% reach).
Radio ad spend
The Media Expert brand had the highest share of radio advertising expenditure in June (13.09%). Next places belong to RTV Euro AGD (4.7%) and Lidl (3.69%).
