The advertising market in Poland – January 2026
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in January 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 January 2026, we recorded 90 billion ad impressions on the internet, with an average frequency of 3,131 ad contacts per user. Online advertising reached a total of 88.45% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 8.6 seconds (9.8 seconds for display ads and 6.6 seconds for video ads).
The average visibility of digital creations in January 2026 (Viewability Rate calculated according to the IAB definition) was 56.3%. Video creations achieved a higher visibility rate, with 66.3% of ad contacts within the user's field of vision. In the case of display creatives, it was 53.85%.
Top online advertisers
The most active digital advertiser in January 2026 was the Temu brand, which generated 4.4 billion online ad contacts, reaching 82.1% of Poles aged 7 to 75. Media Expert came second with 3.2 billion contacts and 82.2% reach. Third place on the podium went to Ceneo.pl (2 billion contacts and 73.8% reach).
Rossmann closes the TOP 10 brand ranking with 0.8 billion ad contacts.
TELEVISION ADVERTISING MARKET
In January, the most active industry in terms of advertising on television was Pharmaceuticals. It generated 24.6 billion ad contacts, reaching 91.3% of the population aged 7 to 75. The share of voice in all ad contacts in January was 36.2% for this industry, while the average contact time with advertising on a traditional receiver was 23.2 seconds. The trade industry came second (11.2 billion ad contacts, SoV at 16.5% and 90.6% reach), while the food industry closed the podium (7.5 billion ad contacts, SoV – 11% and reach – 90.1%).
Top TV advertisers
The most active advertiser on television in January was Media Expert. It generated 1.5 billion ad contacts, reaching 85.2% of Poles aged 7 to 75. Lidl came second (1.4 billion ad contacts and 83% reach), while Kaufland came third (1.2 billion contacts and 83.9% reach). The Rossmann brand ranked 10th in the presented ranking with 0.6 billion ad contacts and 79.2% coverage in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Media Expert ranked first with a 2.6% share, followed by Lidl with a 1.85% share. Kaufland ranked third with a 1.6% share.
RADIO ADVERTISING MARKET
In January, the trade sector generated the highest number of ad contacts on the radio (9.1 billion). The pharmaceuticals sector (4.1 billion contacts) and the automotive sector (2.7 billion ad contacts) came in second and third place.
Top radio advertisers
The most active advertiser on the radio in January 2026 was Media Expert, which generated 2.5 billion ad contacts, reaching 85.4% of Poles aged 7 to 75. RTV Euro AGD came second (1 billion ad contacts, 81.7% reach), followed by Lidl in third place (0.75 billion contacts, 82.5% reach). The TOP 10 list is closed by the Ascorvita brand (0.2 billion contacts and 71.1% reach) .
Radio advertising expenditure
Media Expert had the highest share of radio advertising expenditure in January (13.2%). It was followed by RTV Euro AGD (5.8%) and Lidl (3.7%).
