The advertising market in Poland – August 2026
The data presented comes from gemiusAdReal, a cross-media advertising market study. The analysis covered advertising creatives aired in August 2026 across the internet, television, and radio.
We also invite you to view the interactive version of the report summarizing brand advertising activity in July:
https://gemius.com/blog/the-advertising-market-in-poland-july-2026/
INTERNET ADVERTISING MARKET
In August 2026, 78.6 billion online ad impressions were recorded, with an average frequency of 2,755 ad exposures per user. Online advertising activities reached a total of over 88.2% of the Polish population aged 7 to 75.
The average duration of exposure to an ad creative was 8.4 seconds (9.5 seconds for display ads and 6.8 seconds for video ads).
The average viewability of digital ad creatives in August 2026 (Viewability Rate calculated according to the IAB definition) was 56%. Video ads achieved a higher viewability rate, with 67.5% of ad exposures occurring within the user's field of view; for display ads, this figure was 52.4%.
The "Trade" sector was the most active in terms of the number of online ad exposures (31.7 billion), accounting for a 40.4% Share of Voice (SoV) across all online ad exposures in August. The average exposure time for this sector was 8.7 seconds, and the ad viewability rate was 55.3%.
Rounding out the top rankings were the "Media, books, CD & DVD" sector (7 billion ad exposures and an 8.9% SoV) and the "Leisure time" sector (4.2 billion ad exposures and a 5.4% SoV).
Top online advertisers
The most active digital advertiser in August 2026 was Allegro.pl, generating 3 billion online ad contacts* and reaching 80.3% of Poles aged 7 to 75. Media Expert took second place with 3 billion contacts* and a reach of 80.9%. Lidl rounded out the top three (1.2 billion contacts and 75.9% reach).
RTV Euro AGD closes the top 10 brand ranking with nearly 0.6 billion ad contacts.
*a difference of approximately 13 million ad contacts between Allegro and Media Expert
TELEVISION ADVERTISING MARKET
In August, the "Pharmaceuticals" sector was the most active in terms of television advertising. It generated 18.4 billion advertising contacts, reaching 92.4% of the population aged 7 to 75. The sector’s Share of Voice (SoV) regarding total advertising contacts in August stood at 25.4%, while the average exposure time to the advertising on traditional TV sets was 22.7 seconds. The "Trade" sector ranked second (15.8 billion advertising contacts, 21.9% SoV, and 92.2% reach), while the "Food" sector rounded out the top three (8.1 billion advertising contacts, 11.2% SoV, and 91.3% reach).
Top TV advertisers
Lidl was the most active TV advertiser in August, generating 3 billion advertising contacts and reaching 88% of Poles aged 7 to 75. Media Expert took second place (1.8 billion contacts and 85.6% reach), while Rossmann came in third (1.7 billion contacts and 86.1% reach). Żabka ranked 10th, with 0.7 billion advertising contacts and a 79% reach among the 7–75 age group.
TV advertising expenditure
In terms of estimated television advertising expenditure, the Lidl brand ranked first, accounting for a 4.7% share of spending. Media Expert took second place with a 2.9% share, while Rossmann came in third with a 2.6% share.
RADIO ADVERTISING MARKET
In radio, the sector with the highest number of advertising contacts in August was "Trade" (9.7 billion). The "Pharmaceuticals" (4.6 billion contacts) and "Automotive" (1.9 billion advertising contacts) sectors took second and third place, respectively.
Top radio advertisers
The most active radio advertiser in August 2026 was Media Expert, generating 3.6 billion advertising contacts and reaching 86.7% of Poles aged 7 to 75. RTV Euro AGD took second place (1 billion contacts, 82.61% reach), followed by Lidl in third (0.7 billion contacts, 82.6% reach). Rossmann rounded out the top 10 (0.3 billion contacts and 77.8% reach).
Radio advertising expenditure
In August, the Media Expert brand held the largest share of radio advertising spending (17.2%). It was followed by RTV Euro AGD (5.4%) and Lidl (3.2%).
