The advertising market in Poland – May 2026
The data presented comes from gemiusAdReal, a cross-media advertising market research study. The analysis covered advertising creatives broadcast in May 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 in April:
https://gemius.com/blog/the-advertising-market-in-poland-april-2026/
INTERNET ADVERTISING MARKET
In May 2026, we recorded 82.4 billion online ad impressions, with an average frequency of 2,892 ad exposures per user. Online advertising activities reached a total of 87.8% 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 6.6 seconds for video ads).
The average viewability of digital ad creatives in May 2026 (Viewability Rate calculated according to the IAB definition) was 57.2%. Video ads achieved a higher viewability rate, with 66.8% of ad exposures occurring within the user's field of view; for display ads, this figure was 53.5%.
The "Trade" sector was the most active in terms of online ad exposures (35.4 billion), accounting for a 43% Share of Voice (SoV) across all online ad exposures in May. The average exposure time for this sector was 8.8 seconds, and the ad viewability rate was 56.9%.
Rounding out the top rankings were the "Media, books, CD & DVD" sector (7.1 billion ad exposures and an 8.6% SoV) and the "Clothing and accessories" sector (3.9 billion ad exposures and a 4.8% SoV).
Top online advertisers
The most active digital advertiser in May 2026 was Allegro.pl, generating 5.3 billion online ad contacts and reaching 81.7% of Poles aged 7 to 75. Media Expert took second place with 2.9 billion contacts and a reach of 81.4%. Temu rounded out the top three (2.1 billion contacts and 77% reach).
Amazon closes the top 10 list with 0.5 billion ad contacts.
TELEVISION ADVERTISING MARKET
In May, the "Trade" sector was the most active advertiser on television. It generated 14.8 billion advertising contacts, reaching 91.1% of the population aged 7 to 75. The sector’s Share of Voice across all advertising contacts in May stood at 22.7%, while the average exposure time to the advertisement on a traditional TV set was 20.6 seconds. The "Pharmaceuticals" sector took second place (10.7 billion advertising contacts, 16.4% SoV, and 90.2% reach), while the "Food" sector rounded out the top three (9.8 billion advertising contacts, 15% SoV, and 90.5% reach).
Top TV advertisers
Lidl was the most active TV advertiser in May, generating 2.2 billion advertising contacts and reaching 85.3% of Poles aged 7 to 75. Rossmann took second place (1.6 billion contacts and 84.6% reach), while Media Expert came in third (1.4 billion contacts and 83.3% reach). Erste Bank ranked 10th, with 0.6 billion advertising contacts and a 79% reach among the 7–75 age group.
TV advertising expenditure
In terms of estimated television advertising expenditure, the Lidl brand ranked first, accounting for a 3.5% share of spending. Rossmann took second place with a 2.8% share, while Media Expert came in third with a 2.5% share.
RADIO ADVERTISING MARKET
In radio, the sector with the highest number of advertising contacts in May was "Trade" (9.2 billion). The "Pharmaceuticals" (3.2 billion contacts) and "Automotive" (2.3 billion advertising contacts) sectors took second and third place, respectively.
Top radio advertisers
The most active radio advertiser in May 2026 was Media Expert, generating 2.5 billion advertising contacts and reaching 84.9% of Poles aged 7 to 75. RTV Euro AGD took second place (0.9 billion contacts, 81.4% reach), followed by Lidl in third (0.5 billion contacts, 80.2% reach). The top 10 list concludes with MebeVit (0.3 billion contacts and 71.9% reach).
Radio advertising expenditure
In May, the Media Expert brand held the largest share of radio advertising spending (12.3%). It was followed by RTV Euro AGD (4.9%) and Lidl (2.4%).
