Advertising Market in Poland - March 2025
The data presented is from gemiusAdReal - a cross-media advertising market research study. The analysis covered advertising creatives that were broadcast on the internet, television and radio in March 2025.
Online advertising market
In March 2025, we recorded 88 billion ad impressions online, with an average frequency of 3,077 ad contacts per user. Online advertising reached a total of 87.3% of the Polish population aged 7 to 75.
The average contact time with the creative was 8.8 seconds (9.6 seconds for display creatives and 6.6 seconds for video creatives).
The average viewability of digital creatives in March 2025 (Viewability Rate calculated according to the IAB definition) was 44%. Video creatives achieved a higher viewability rate, with 55.7% of ad contacts within the user's field of view. This compares to 42.9% for display creatives.
The most active industry in terms of online advertising contacts was Trade (35.9 billion), which accounted for 40.8% of all online ad contacts in March. The average ad contact time for this industry was 9.30 seconds, and the creative viewability rate was 48.7%.
Next on the podium were Media, Books, CD&DVD (9.95 billion ad contacts and 11.3% SoV) and Automotive (5.6 billion ad contacts and 6.3% SoV).
Top online advertisers
The most active digital advertiser in March 2025 was Media Expert, which generated 4 billion online advertising contacts and reached 80.6% of Poles aged 7 to 75. Temu came second with 3.9 billion ad contacts and 79.7% reach. Third on the podium was Allegro.pl (2.2 billion ad contacts and 80.2% reach).
The top 10 was rounded off by tvn24.pl with 0.8 billion ad contacts.
Online advertising spend
The Media Expert brand ranked first in display ad spend in March 2025, with a 4.5% share of total spend across all brands. Allegro came second with a 3% share, while Temu completed the podium with a 2.4% share.
Please note that online spend figures are an estimate based on publishers' price lists, where all activity is calculated on a cost per mile (CPM) basis. They are calculated for display activity on PC and mobile platforms, excluding video and social media/search engines.
TV advertising market
The pharmaceutical industry was the most active advertiser on TV in March. It generated 14.1 billion ad contacts, reaching 91% of the population aged 7 to 75. The share of voice of all ad contacts in March for this industry was 20.8%, while the average contact time with advertising on a traditional TV set was 20.7 seconds. In second place was the food industry (13.8 billion ad contacts, SoV of 20.3% and reach of 90.9%), followed by the trade industry (12.6 billion ad contacts, SoV of 18.7% and reach of 90.7%).
Top TV advertisers
The most active TV advertiser in March was Lidl. It generated 2 billion ad contacts and reached 84.7% of Poles aged 7 to 75. In second place was Kaufland (1.2 billion ad contacts and 82.9% reach), followed by Rossmann (1 billion ad contacts and 80.2% reach). The T-Mobile brand was ranked 10th with 0.6 billion advertising contacts and 77.3% reach in the 7-75 age group.
TV ad spend
In terms of estimated TV ad spend Lidl ranked first with a share of 3.4%, followed by Kaufland with a share of 1.7%. Rossmann came third with a 1.6% share.
Radio advertising market
On radio, the sector with the highest number of ad contacts in March was 'Trade' (10.5 billion). Pharmaceuticals (3.75 billion ad contacts) and Automovite (3.7 billion ad contacts) came second and third.
The most active advertiser on the radio in March 2025 was once again Media Expert, which generated 2.6 billion ad contacts, reaching 88.9% of Poles aged 7 to 75. RTV Euro AGD came second (1.1 billion ad contacts, 87% reach), followed by oponeo.pl (0.9 billion ad contacts, 84.9% reach). The TOP 10 list is closed by Carrefour (0.3 billion ad contacts and 81.3% reach).
Spending on radio advertising
In March, Media Expert had the highest share of radio advertising (12.1%). It was followed by RTV Euro AGD (5.5%) and oponeo.pl (2.8%).
