The advertising market in Poland – March 2026
The data presented comes from gemiusAdReal, a cross-media advertising market research study. The analysis covered advertising creatives broadcast in March 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 March 2026, we recorded 90.2 billion ad impressions online, with an average frequency of 3,134 ad exposures per user. Online advertising reached a total of 88.49% of the Polish population aged 7 to 75.
The average exposure duration was 8.6 seconds (9.9 seconds for display creatives and 6.6 seconds for video creatives).
The average viewability of digital creatives in March 2026 (the Viewability Rate calculated according to the IAB definition) was 57.9%. Video creatives achieved a higher viewability rate, with 66.7% of ad exposures entering the user's field of view. For display creatives, the figure was 55%.
The most active sector in terms of online advertising exposures was the "Trade" sector (38.7 billion), with a Share of Voice (SVO) of 42.9% of all online advertising exposures in March. The average contact time for this industry was 8.6 seconds, and the creative visibility rate was 58%.
The next three places were occupied by the Media, Books, CDs & DVDs industries (8.2 billion advertising contacts and a SoV of 9%) and Clothing and Accessories (4.6 billion advertising contacts and a SoV of 5.1%).
Top online advertisers
The most active digital advertiser in March 2026 was Temu, which generated 3.8 billion online advertising contacts, reaching 81.1% of Poles aged 7 to 75. Media Expert came in second with 3.3 billion contacts and 82.3% reach. Third place went to Allegro.pl (3 billion contacts and 80.9% reach).
Sinsay rounded out the TOP 10 brands ranking with 0.74 billion advertising contacts.
TELEVISION ADVERTISING MARKET
In March, the "Trade" industry was the most active advertising sector on television. It generated 15.3 billion advertising contacts, reaching 90.24% of the population aged 7 to 75. Share of Voice in all advertising contacts in March for this industry was 22.7%, while the average exposure time to an ad on a traditional TV was 20.5 seconds. Second place went to the "Pharmaceuticals" industry (14.4 billion advertising contacts, 21.3% SoV and 90.21% reach), followed by the "Food" industry (11.4 billion advertising contacts, 16.9% SoV and 90.16% reach).
Top TV advertisers
Lidl was the most active television advertiser in March. It generated 2.1 billion advertising contacts, reaching 84.4% of Poles aged 7 to 75. Media Expert came in second with 2 billion advertising contacts and 84.1% reach, while Kaufland came in third with 1.3 billion contacts and 82.5% reach. UniCredit placed 10th in the ranking, with 0.6 billion advertising contacts and 77.4% reach among the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising spending, Lidl ranked first with a 3.9% share, followed by Media Expert with a 3.3% share. Third place went to Kaufland with a 2% share.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in March was "Trade" (10.5 billion). Second and third places were occupied by "Pharmaceuticals" (4.8 billion contacts) and "Automotive" (2.8 billion advertising contacts).
Top radio advertisers
The most active radio advertiser in March 2026 was Media Expert, generating 2.7 billion advertising contacts, reaching 83.2% of Poles aged 7 to 75. RTV Euro AGD came in second (0.9 billion advertising contacts and 78.9% reach), and Lidl came in third (0.6 billion contacts and 79.5% reach). Biedronka rounded out the TOP 10 with 0.3 billion contacts and 76.1% reach.
Radio advertising expenditure
Media Expert brand had the highest share of radio advertising spending in March (11.9%), followed by RTV Euro AGD (3.9%) and Lidl (2.6%).
