The advertising market in Poland – February 2026
The data presented comes from gemiusAdReal, a cross-media advertising market study. Advertising creatives broadcast in February 2026 on the internet, television, and radio were analyzed.
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 February 2026, we recorded 82.4 billion ad impressions online, with an average frequency of 2,895 ad exposures per user. Online advertising reached a total of 87.4% of the Polish population aged 7 to 75.
The average exposure duration was 8.8 seconds (10.1 seconds for display creatives and 6.7 seconds for video creatives).
The average viewability of digital creatives in February 2026 (the Viewability Rate calculated according to the IAB definition) was 57.9%. Video creatives achieved a higher viewability rate, with 67% of ad exposures in the user's field of view. For display creatives, the figure was 55.6%.
The most active sector in terms of online advertising exposures was the "Trade" sector (33.4 billion), with a Share of Voice (SVO) of 40.5% of all online advertising exposures in February. The average contact time for this industry was 9 seconds, and the creative visibility rate was 58%.
The next three places were occupied by the Media, Books, CDs & DVDs industry (8.7 billion advertising contacts and a SoV of 10.5%) and Leisure Time (4.5 billion advertising contacts and a SoV of 5.5%).
Top online advertisers
The most active digital advertiser in February 2026 was Temu, which generated 3.7 billion online advertising contacts, reaching 80.6% of Poles aged 7 to 75. Media Expert came in second with 2.9 billion contacts and 81.2% reach. Third place went to Allegro.pl (1.8 billion contacts and 79.5% reach).
HBO Max rounded out the TOP 10 brands ranking with 0.6 billion advertising contacts.
TELEVISION ADVERTISING MARKET
In February, the pharmaceuticals industry was the most active advertising industry on television. It generated 19.7 billion advertising contacts, reaching 90.1% of the population aged 7 to 75. Share of Voice (SVO) for all advertising contacts in February was 31.9%, while the average exposure time to an ad on a traditional TV was 21.2 seconds. Second place went to the trade industry (9.8 billion advertising contacts, 15.8% SoV, and 89.2% reach), followed by the food industry (9.7 billion advertising contacts, 15.6% SoV, and 89.5% reach).
Top TV advertisers
The most active television advertiser in February was Media Expert. It generated 1.1 billion advertising contacts, reaching 80.6% of Poles aged 7 to 75. Lidl came in second (1.1 billion advertising contacts and 80.4% reach), while Kaufland came in third (1 billion contacts and 79.8% reach). UniCredit placed 10th in the presented ranking, with 0.6 billion advertising contacts and 75.8% reach among the population aged 7 to 75.
TV advertising expenditure
In terms of estimated television advertising expenditure, Media Expert ranked first with a 2% share, followed by Lidl with a 1.9% share. Third place went to Rossmann with a 1.8% share.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in February was "Trade" (7.3 billion). Second and third places were occupied by "Pharmaceuticals" (5.1 billion contacts) and "Automotive" (2.2 billion advertising contacts).
Top radio advertisers
The most active radio advertiser in February 2026 was Media Expert, generating 2 billion advertising contacts, reaching 82.4% of Poles aged 7 to 75. RTV Euro AGD came in second (0.8 billion advertising contacts, 77.6% reach), and Lidl third (0.5 billion contacts, 78% reach). DuoMen Prostatum rounded out the TOP 10 (0.2 billion contacts and 69.2% reach).
Radio advertising expenditure
The Media Expert brand had the highest share of radio advertising spending in February (11.3%), followed by RTV Euro AGD (4.8%) and Lidl (2.7%).
