The advertising market in Poland – August 2025
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in August 2025 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 August 2025, we recorded 84.1 billion ad impressions on the internet, with an average frequency of 2,958 contacts per user. Online advertising reached a total of 87.2% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 8 seconds (8.9 seconds for display ads and 6.3 seconds for video ads).
The average visibility of digital creations in August 2025 (Viewability Rate calculated according to the IAB definition) was 53.1%. Video creations achieved a higher visibility rate, with 63% of ad contacts within the user's field of vision. In the case of display creatives, it was 50.25%.
The most active industry in terms of the number of online ad contacts was ‘Trade’ (37.7 billion), for which the Share of Voice in all online ad contacts in August was 44.8%. The average contact time for this industry was 8.6 seconds, and the ad viewability rate was 53%.
The next places on the podium were taken by the Media, books, CD&DVD industry (7.6 billion ad contacts and SoV at 9.1%) and Leisure time (4.5 billion advertising contacts and SoV at 5.3%).
The most active digital advertiser in August 2025 was once again the Temu brand, which generated 5.5 billion online ad contacts, reaching 83.1% of Poles aged 7 to 75. Media Expert came second with 3.3 billion contacts and 80.6% reach. Third place on the podium went to Allegro.pl (2.5 billion contacts and 79.9% reach).
Aliexpress closes the TOP 10 brand ranking with 0.8 billion ad contacts.
Top digital advertisers
TELEVISION ADVERTISING MARKET
In August, the pharmaceutical industry was the most active in terms of advertising on television. It generated 14 billion ad contacts, reaching 90.6% of the population aged 7 to 75. The share of voice in all advertising contacts in August was 23.3% for this industry, while the average contact time with advertising on a traditional receiver was 20.8 seconds. The trade industry came second (13 billion ad contacts, SoV at 21.8% and 90.8% reach), while the food industry closed the podium (6.7 billion ad contacts, SoV – 11.2% and reach – 89.5%).
Top TV advertisers
The most active advertiser on television in August was Lidl. It generated 2 billion advertising contacts, reaching 84.9% of Poles aged 7 to 75. Biedronka came second (1.55 billion advertising contacts and 85% reach), while Kaufland came third (1.3 billion contacts and 82.1% reach). The Play brand ranked 10th in the presented ranking with 0.7 billion advertising contacts and 77.35% coverage in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Lidl ranked first with a 4.2% share, followed by Biedronka with a 2.8% share. Media Expert ranked third with a 2.5% share.
RADIO ADVERTISING MARKET
In August, the industry with the highest number of ad contacts on the radio was ‘Trade’ (11.3 billion). The second and third places were taken by “Pharmaceuticals” (5.2 billion contacts) and ‘Leisure time’ (1.4 billion ad contacts).
Top radio advertisers
The most active advertiser on the radio in August 2025 was the Media Expert brand, which generated 3.55 billion advertising contacts, reaching 88.8% of Poles aged 7 to 75. RTV Euro AGD came second (1 billion ad contacts, 85.4% reach), followed by Lidl in third place (0.9 billion contacts, 86.25% reach). Carrefour closed the TOP 10 list (0.3 billion contacts and 81.1% reach).
Radio advertising expenditure
In August, Media Expert had the highest share of radio advertising expenditure (15.9%). It was followed by RTV Euro AGD (5.3%) and Lidl (3.8%).
