The advertising market in Poland – April 2026
The data presented comes from gemiusAdReal, a cross-media advertising market research study. The analysis covered advertising creatives broadcast in April 2026 on the internet, television, and radio.
We also invite you to familiarise yourself with the interactive version of the report, summarising the advertising activity of brands:
https://gemius.com/pl/podsumowanie-miesiaca-rynku-reklamy-2025/
INTERNET ADVERTISING MARKET
In April 2026, we recorded 83.1 billion online ad impressions, with the average frequency of ad exposure per user reaching 2,910. Online advertising reached a total of 87.95% of the Polish population aged 7 to 75.
The average duration of contact with the creative was 8.6 seconds (9.8 seconds for display creatives and 6.6 seconds for video creatives).
The average viewability of digital creatives in April 2026 (Viewability Rate calculated according to the IAB definition) was 58.1%. Video creatives achieved a higher viewability rate, with 66.7% of ad contacts entering the user's field of view. For display creatives, the figure was 55.2%.
The most active industry in terms of online advertising exposure was commerce (35.6 billion), with a 42.8% share of voice in all online advertising exposure in April. The average exposure time in this industry was 9 seconds, and the creative viewability rate was 58.3%.
The next places on the podium were occupied by the “Media, books, CD&DVD” industries (7.8 billion advertising contacts and SoV at the level of 9.3%) and “Clothing and accessories” (4 billion advertising contacts and SoV – 4.8%).
Top online advertisers
The most active digital advertiser in April 2026 was Allegro.pl, which generated 4.3 billion online advertising contacts, reaching 80.8% of Poles aged 7 to 75. Media Expert came in second with 2.9 billion contacts and 81.8% reach. Third place went to Temu (2.8 billion contacts and 79.6% reach).
Zalando closes the TOP 10 brands ranking with 0.72 billion advertising contacts.
TELEVISION ADVERTISING MARKET
In April, the "Trade" industry was the most active advertising sector on television. It generated 14 billion advertising contacts, reaching 90.8% of the population aged 7 to 75. Share of Voice in all advertising contacts in April for this industry was 22.1%, while the average exposure time to an ad on a traditional TV was 19.5 seconds. Second place went to the "Pharmaceuticals" industry (12.5 billion advertising contacts, 19.6% SoV, and 90.6% reach), followed by the "Food" industry (8.5 billion advertising contacts, 13.5% SoV, and 90.1% reach).
Top TV advertisers
Lidl was the most active advertiser on television in April. It generated 2.1 billion advertising contacts, reaching 85.5% of Poles aged 7 to 75. Media Expert came in second with 1.6 billion advertising contacts and 85.2% reach, while Kaufland came in third with 1.3 billion contacts and 84% reach. Żabka placed 10th in the presented ranking, with 0.7 billion advertising contacts and 79.4% reach among the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising spending, Lidl ranked first with a 3.1% share, followed by Media Expert with a 2.4% share. Third place went to Biedronka with a 2.3% share.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in April was "Trade" (10.3 billion contacts). Second and third places were occupied by "Pharmaceuticals" (3.9 billion contacts) and "Automotive" (2.6 billion advertising contacts).
Top radio advertisers
The most active radio advertiser in April 2026 was Media Expert, generating 2.7 billion advertising contacts, reaching 84.5% of Poles aged 7 to 75. RTV Euro AGD came in second (0.9 billion advertising contacts, 79.7% reach), and oponeo.pl came in third (0.7 billion contacts, 79.8% reach). Aldi rounded out the TOP 10 with 0.3 billion contacts and 74.7% reach.
Radio advertising expenditure
The brand with the highest share of radio advertising spending in April was Media Expert (13.1%), followed by RTV Euro AGD (4.5%) and oponeo.pl (2.6%).
