The advertising market in Poland – July 2026
The data presented comes from gemiusAdReal, a cross-media advertising market study. The analysis covered advertising creatives aired in July 2026 across the internet, television, and radio.
We also invite you to view the interactive version of the report summarizing brand advertising activity in June:
https://gemius.com/blog/the-advertising-market-in-poland-june-2026/
INTERNET ADVERTISING MARKET
In July 2026, 77.5 billion online ad impressions were recorded, with an average frequency of 2,731 ad exposures per user. Online advertising activities reached a total of over 87.62% of the Polish population aged 7 to 75.
The average duration of exposure to an ad creative was 8.47 seconds (9.61 seconds for display ads and 6.94 seconds for video ads).
The average viewability of digital ad creatives in July 2026 (Viewability Rate calculated according to the IAB definition) was 50.54%. Video ads achieved a higher viewability rate, with 67.66% of ad exposures occurring within the user's field of view.
The "Trade" sector was the most active in terms of the number of online ad exposures (31.1 billion), accounting for a Share of Voice of over 40.2% of all online ad exposures in July. The average exposure time for this sector was 8.9 seconds, and the ad viewability rate was 55.36%.
Rounding out the top rankings were the "Media, books, CD & DVD" sector (over 7 billion ad exposures and a 9.1% SoV) and the "Travel and tourism" sector (3.9 billion ad exposures and a 5.1% SoV).
Top online advertisers
The most active digital advertiser in July 2026 was Allegro, generating 3.8 billion online ad contacts and reaching 80.3% of Poles aged 7 to 75. Media Expert took second place with 2.8 billion contacts and a reach of 80.1%. Rossmann rounded out the top three (1.1 billion contacts and 75.4% reach).
Disney+ closed out the top 10 list with 597.5 million ad contacts.
TELEVISION ADVERTISING MARKET
In July, the "Pharmaceuticals" sector was the most active in terms of television advertising. It generated 18.4 billion advertising contacts, reaching 93.65% of the population aged 7 to 75. The sector’s Share of Voice across all advertising contacts in July stood at 26.4%, while the average exposure time to the advertisement on a traditional TV set was 22.4 seconds. The "Trade" sector took second place (over 15.4 billion advertising contacts, a 22.2% Share of Voice, and nearly 94% reach), while the "Food" sector rounded out the top three (6.29 billion advertising contacts, a 9% Share of Voice, and 92% reach).
Top TV advertisers
Lidl was the most active TV advertiser in July, generating over 2.7 billion advertising contacts and reaching 88.7% of Poles aged 7 to 75. Media Expert took second place (with over 1.8 billion contacts and just over 87% reach), while Biedronka came in third (with over 1.4 billion advertising contacts and just over 88% reach). Erste Bank ranked 10th on the list, with over 704 million advertising contacts and a reach of 83.61% among the 7–75 age group.
TV advertising expenditure
In terms of estimated television advertising expenditure, the Lidl brand ranked first, accounting for a 4.16% share of spending. Media Expert took second place with a 3.24% 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 July was "Trade" (over 8.7 billion). The "Pharmaceuticals" (5.1 billion contacts) and "Automotive" (over 2 billion advertising contacts) sectors took second and third place, respectively.
Top radio advertisers
The most active radio advertiser in July 2026 was Media Expert, generating nearly 3.8 billion advertising contacts and reaching approximately 86.3% of Poles aged 7 to 75. Lidl took second place (600 million contacts, 81.88% reach), followed by RTV Euro AGD in third (497 million advertising contacts, 78.2% reach). The top 10 list concludes with the brand Feminost (241.5 million contacts and 72.57% reach).
Radio advertising expenditure
In July, the Media Expert brand held the largest share of radio advertising spending (19.13%). Lidl (2.87%) and RTV Euro AGD (2.69%) took the next spots.
