The advertising market in Poland – June 2026
The data presented comes from gemiusAdReal, a cross-media advertising market study. The analysis covered advertising creatives aired in June 2026 across the internet, television, and radio.
We also invite you to view the interactive version of the report summarizing brand advertising activity in May:
https://gemius.com/blog/the-advertising-market-in-poland-may-2026/
INTERNET ADVERTISING MARKET
In June 2026, 78.5 billion online ad impressions were recorded, with an average frequency of 2,779 ad exposures per user. Online advertising campaigns reached a total of 87% of the Polish population aged 7 to 75.
The average duration of exposure to an ad creative was 8.4 seconds (9.7 seconds for display ads and 6.7 seconds for video ads).
The average viewability of digital ad creatives in June 2026 (Viewability Rate calculated according to the IAB definition) was 57%. Video ads achieved a higher viewability rate, with 67.1% of ad exposures occurring within the user's field of view; for display ads, this figure was 54%.
The "Trade" sector was the most active in terms of the number of online ad exposures (32.5 billion), accounting for a 41.4% Share of Voice (SoV) across all online ad exposures in June. The average exposure time for this sector was 8.8 seconds, and the ad viewability rate was 56.2%.
Rounding out the top sectors were "Media, books, CD & DVD" (6.7 billion ad exposures and an 8.6% SoV) and "Leisure time" (4.1 billion ad exposures and a 7.4% SoV).
Top online advertisers
The most active digital advertiser in June 2026 was Allegro.pl, generating 4 billion online ad impressions and reaching 80.6% of Poles aged 7 to 75. Media Expert took second place with 2.7 billion impressions and an 81% reach. Temu rounded out the top three (1.9 billion impressions and 75.1% reach).
HBO Max closed out the top 10 list with 0.6 billion ad impressions.
TELEVISION ADVERTISING MARKET
In June, the "Trade" sector was the most active in terms of television advertising. It generated 13.9 billion advertising contacts, reaching 91.2% of the population aged 7 to 75. The sector’s Share of Voice across all advertising contacts in June stood at 21.5%, while the average exposure time to the advertising on traditional TV sets was 20.7 seconds. The "Pharmaceuticals" sector ranked second (11.2 billion advertising contacts, 17.2% SoV, and 90.6% reach), followed by the "Food" sector in third place (9.9 billion advertising contacts, 15.3% SoV, and 90.5% reach).
Top TV advertisers
Media Expert was the most active TV advertiser in June, generating 2 billion advertising contacts and reaching 85.5% of Poles aged 7 to 75. Lidl took second place (1.8 billion contacts and 84.5% reach), while Rossmann came in third (1.4 billion contacts and 84% reach). IKEA ranked 10th, with 0.7 billion advertising contacts and 80.1% reach among the 7–75 age group.
TV advertising expenditure
In terms of estimated television advertising expenditure, the Media Expert brand ranked first—accounting for a 3.9% share of spending—followed by Lidl with a 3.4% share. Rossmann took third place with a 2.5% share.
RADIO ADVERTISING MARKET
In radio, the sector with the highest number of advertising contacts in June was "Trade" (8.4 billion). The "Pharmaceuticals" (3.1 billion contacts) and "Automotive" (2.5 billion advertising contacts) sectors took second and third place, respectively.
Top radio advertisers
The most active radio advertiser in June 2026 was Media Expert, generating 2.9 billion advertising contacts and reaching 85.3% of Poles aged 7 to 75. RTV Euro AGD took second place (0.7 billion contacts, 79.7% reach), followed by Lidl in third (0.5 billion contacts, 79.9% reach). The top 10 list concludes with the Civil Protection and Civil Defense Program (0.3 billion contacts and 72.7% reach).
Radio advertising expenditure
In June, the Media Expert brand held the largest share of radio advertising spending (14.8%). It was followed by RTV Euro AGD (4.1%) and Lidl (2.5%).
