Advertising market in Poland – May 2024
ONLINE ADVERTISING MARKET
In May 2024, we recorded 83.92 billion online ad creative impressions, and the average frequency of ad contact per user was 2986 contacts. Online advertising activities reached a total of 85.67% of the Polish population between the ages of 7 and 75.
The average duration of contact with a creative was 8.86 seconds (9.61 seconds for display creatives and 6.62 seconds for video creatives).
The average visibility of digital creatives in May (Viewability Rate calculated according to the IAB definition) was 46.59%. A higher visibility rate was achieved by video creatives, for which 57.70% of ad contacts were in the user's field of view. For display creatives it was 44.37%, and for text ads it was only 37.64%.
The most active in terms of the number of online advertising contacts was the "Trade" industry (35.23 billion), for which the Share of Voice in all online advertising contacts in May was 42%. The average contact time for this industry was 9.28 seconds, and the creative visibility rate was 49.23%.
Next on the podium were the "Media, books, CD&DVD" industries (7.04 billion advertising contacts and SoV of 8.4% and Leisure Time (4.93 billion advertising contacts and SoV of 5.9%).
Top online advertisers
The most active digital advertiser in May 2024 was the Allegro.pl brand, which generated 3.26 billion online advertising contacts, reaching 78.97% of Poles aged 7 to 75. In second place was Media Expert with 3.08 billion contacts and 79.61% reach. Third place on the podium belonged to Temu (2.87 billion contacts and 76.95% reach).
The TOP 10 brands ranking is closed by Aliexpress.com, which recorded 0.53 billion advertising contacts.
Online advertising expenses
The first place in the list of display advertising expenditures in May 2024 went to the Allegro.pl brand - its share of expenditures among all brands was 4.57%. In second place was the Media Expert brand with a 4.37% share, while the podium is closed by Ceneo (4.32% share).
Note that the online spending figures represent values estimated from 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 May, the "Trade" industry was the most active in advertising on television. It generated more than 12.92 billion advertising contacts, reaching 91.60% of the population aged 7 to 75. Share of Voice in all advertising contacts in May was 20.1% for this industry, while the average time of contact with an ad in a traditional receiver was 20.81 seconds. In second place was the "Pharmaceuticals" industry (11.48 billion advertising contacts, SoV of 17.9% and 90.63% reach), while the podium is closed by the Food industry (9.54 billion advertising contacts, SoV of 14.9% and reach of 91.02%).
Top TV advertisers
The most active advertiser on TV in May was the Lidl brand. It generated 1.88 billion advertising contacts, reaching 85.36% of Poles aged 7 to 75. In second place was Biedronka (1.06 billion advertising contacts and 84.12% reach), while in third place was Carrefour (0.88 billion contacts and 78.30% reach). In 10th place in the presented ranking was the Orange brand with 0.58 billion advertising contacts and 78.08% reach in the 7-75 population.
TV advertising expenses
In terms of estimated TV ad spending, the Lidl brand ranked first, with a 3.08% share, followed by Biedronka, with a 2.02% share. Third place belonged to Kinder with a share of 1.73%.
RADIO ADVERTISING MARKET
In radio, the highest number of advertising contacts was recorded in May by the "Trade" industry (9.79 billion). In second and third place were the "Pharmaceuticals" (3.26 billion contacts) and "Automotive" (1.55 billion advertising contacts) industries.
Top RADIO advertisers
The most active advertiser on the radio in May was again the Media Expert brand - it generated 2.68 billion advertising contacts, reaching 89.75% of Poles aged 7 to 75. In second place was RTV Euro AGD (1.09 billion advertising contacts, 85.95% reach), and in third place was Lidl (0.69 billion contacts, 83.62% reach). The TOP 10 list is closed by the Ladybug brand (0.32 billion contacts and 79.31% reach).
Radio advertising expenses
The Media Expert brand had the highest share of radio ad spending in May (13.85%). Next places belong to RTV Euro AGD (5.80%) and Lidl (3.30%).
