The advertising market in Poland – December 2025
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in December 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 December 2025, we recorded 94.1 billion ad impressions on the internet, with an average frequency of 3,280 ad contacts per user. Online advertising reached a total of 88.25% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 7.7 seconds (8.8 seconds for display ads and 5.85 seconds for video ads).
The average visibility of digital creative in December 2025 (Viewability Rate calculated according to the IAB definition) was 51.2%. Video creative achieved a higher visibility rate, with 61% of advertising contacts within the user's field of vision. For display creative, this figure was 48.1%.
The most active industry in terms of the number of online ad contacts was ‘Trade’ (41.9 billion), for which the Share of Voice in all online advertising contacts in December was 44.5%. The average contact time for this industry was 8.01 seconds, and the ad viewability rate was 51.6%.
The next places on the podium were taken by the ‘Media, books, CD&DVD’ industry (9 billion ad contacts and SoV at 9.5%) and ‘Clothing and accessories’ (5.1 billion advertising contacts and SoV at 5.5%).
Top online advertisers
The most active digital advertiser in December 2025 was once again Media Expert, which generated 4.7 billion online ad contacts, reaching 83% of Poles aged 7 to 75. Temu came second with 3 billion contacts and 80.6% reach. Third place on the podium went to Allegro.pl (2.4 billion contacts and 81.25% reach).
Rossmann closes the TOP 10 brand ranking with 1.1 billion ad contacts.
TELEVISION ADVERTISING MARKET
In December, the Trade sector was the most active in terms of advertising on television. It generated 17.15 billion ad contacts, reaching 92.3% of the population aged 7 to 75. The share of voice in all advertising contacts in December was 27.6% for this industry, while the average contact time with advertising on a traditional receiver was 21.1 seconds. The Pharmaceuticals industry came second (12.1 billion ad contacts, SoV at 19.5% and 91.7% reach), while the Food industry closed the podium (8.2 billion ad contacts, SoV – 13.3% and reach – 91.4%).
Top TV advertisers
The most active advertiser on television in December was the Media Expert brand. It generated 3.2 billion advertising contacts, reaching 89.05% of Poles aged 7 to 75. Lidl came second (1.7 billion ad contacts and 85.6% reach), while Kaufland came third (1.2 billion contacts and 84.30% reach). The Żabka brand ranked 10th in the presented ranking with 0.8 billion ad contacts and 82.8% coverage in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Media Expert ranked first with a 6.1% share, followed by Lidl with a 3.8% share. Rossmann came third with a 2.35% share.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of ad contacts in December was ‘Trade’ (9.7 billion). The second and third places were taken by “Pharmaceuticals” (3.1 billion contacts) and ‘Automotive’ (2 billion ad contacts).
Top radio advertisers
The most active advertiser on the radio in December 2025 was the Media Expert brand, which generated 3 billion ad contacts, reaching 86.55% of Poles aged 7 to 75. RTV Euro AGD came second (1.1 billion ad contacts, 83.7% reach), followed by Lidl in third place (0.5 billion contacts, 82% reach). Amazon closed the TOP 10 list (0.25 billion contacts and 74.2% reach).
Radio advertising expenditure
Media Expert had the highest share of radio advertising expenditure in December (15.3%). It was followed by RTV Euro AGD (6.1%) and Lidl (2.5%).
