Advertising market in Poland - November 2024
The data presented in this article comes from gemiusAdReal, a cross-media advertising market study. The study analysed advertising creatives broadcast on the internet, television and radio in November 2024.
Online advertising market
In November 2024, we recorded 90.9 billion ad impressions online, and the average frequency of contact with an ad per user was 3205 contacts. Online advertising activities reached a total of 86.85% of the Polish population aged 7 to 75.
The average time spent with a creative was 9.26 seconds (9.89 seconds for a display creative and 7.36 seconds for a video creative).
The average viewability of digital creatives in November (calculated using the IAB definition of viewability) was 45%. Video creatives achieved a higher viewability rate, with 55.82% of ad contacts in the user's field of view. This compares to 42.48% for display creatives.
The most active sector in terms of online ad contacts was 'Trade' (39.9 billion), which accounted for 43.9% of all online ad contacts in November. The average contact time for this sector was 9.60 seconds and the Creative Visibility Rate was 47.89%.
Next on the podium were 'Media, books, CD & DVD' (7.36 billion ad contacts and SoV of 8.1%) and 'Clothing & accessories' (5.95 billion ad contacts and SoV of 6.5%).
Top online advertisers
The most active digital advertiser in November 2024 was the Media Expert brand, which generated 4.66 billion online ad contacts and reached 82.42% of Poles aged 7 to 75. In second place was Temu with 3.85 billion contacts and 81.18% reach. Third on the podium was Allegro.pl (3.31 billion contacts and 82.45% reach).
The top 10 brands were rounded off by ERLI, which recorded 0.82 billion advertising contacts.
Online advertising spend
The Media Expert brand topped the list of display ad spend in November 2024, with a 6.4% share of spend among all brands. Allegro was in second place with a 4.36% share, while Apart rounded off the podium with a 3.52% share.
It should be noted that online spend figures are estimated from publishers' price lists, where all activity has been charged at a 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’ sector was the most active in television advertising in November. It generated 14.66 billion advertising contacts, reaching 91.51% of the population aged 7 to 75. The Share of Voice in all advertising contacts in November was 21.3% for this industry, while the average contact time for an ad in a television set was 19.45 seconds. In second place was the ‘Trade’ sector (14.59 billion ad contacts, SoV of 21.2% and 91.94% reach), while the podium is rounded off by the ‘Food’ sector (10.32 billion ad contacts, SoV of 15% and reach of 91.44%).
Top TV advertisers
The most active advertiser on TV in November was the Lidl brand. It generated 1.88 billion advertising contacts, reaching 86.81% of Poles aged 7 to 75. Media Expert came second (1.86 billion ad contacts and 86.59% reach), while Carrefour came third (0.91 billion contacts and 80.20% reach). In 10th place in the presented ranking was the T-Mobile brand with 0.71 billion ad contacts and 81.32% reach in the 7-75 population.
TV ad spend
In terms of estimated TV ad spend, the Lidl brand came first with a share of 3.07%, followed by Media Expert with a share of 3.06%. Kinder came third with a share of 1.60%.
Radio advertising market
In radio, the sector with the highest number of advertising contacts in November was 'Trade' (12.99 billion). In second and third place were 'Pharmaceuticals' (4.24 billion contacts) and 'Automobiles' (3.40 billion contacts).
The most active radio advertiser in November was again the Media Expert brand - it generated 3.37 billion advertising contacts, reaching 88.86% of Poles aged 7 to 75. RTV Euro AGD came second (1.63 billion ad contacts, 86.13% reach), followed by oponeo.pl in third place (0.86 billion ad contacts, 83.56% reach). The Carrefour brand completes the top 10 (0.36 billion ad contacts and 82% reach).
Spending on radio advertising
The Media Expert brand had the highest share of radio advertising expenditure in November (13.48%). It was followed by RTV Euro AGD (6.88%) and oponeo.pl (2.48%).
