The advertising market in Poland – November 2025
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in Novemver 2025 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 November 2025, we recorded 94.9 billion ad impressions on the internet, with an average frequency of 3,307 ad contacts per user. Online advertising reached a total of 88.3% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 7.9 seconds (9 seconds for display ads and 6.1 seconds for video ads).
The average visibility of digital creations in November 2025 (Viewability Rate calculated according to the IAB definition) was 50.9%. Video creations achieved a higher visibility rate, with 59.2% of advertising contacts within the user's field of vision. In the case of display creatives, it was 48.1%.
The most active industry in terms of the number of online ad contacts was ‘Trade’ (42.2 billion), for which the Share of Voice in all online ad contacts in November was 44.5%. The average contact time for this industry was 8.44 seconds, and the viewability rate of creations was 51.1%.
The next places on the podium were taken by the ‘Media, books, CD&DVD’ industry (8.25 billion advertising contacts and SoV at 8.7%) and ‘Clothing and accessories’ (5.4 billion ad contacts and SoV at 5.7%).
Top online advertisers
The most active digital advertiser in November 2025 was once again Media Expert, which generated 4.3 billion online ad contacts, reaching 83.1% of Poles aged 7 to 75. Temu came second with 3.4 billion contacts and 80.8% reach. Third place on the podium went to Allegro.pl (3.4 billion contacts and 81.8% reach).
The TOP 10 brand ranking is closed by RTV Euro AGD with 0.91 billion ad contacts.
TELEVISION ADVERTISING MARKET
In November, the Trade sector was the most active in terms of advertising on television. It generated 16.4 billion ad contacts, reaching 89.95% of the population aged 7 to 75. The share of voice in all ad contacts in November was 23.3% for this industry, while the average contact time with advertising on a traditional receiver was 19.5 seconds. The Pharmaceuticals industry came second (15.5 billion ad contacts, SoV at 22% and 89.5% reach), while the Food industry closed the podium (9.7 billion ad contacts, SoV – 13.8% and reach – 89.15%).
Top TV advertisers
The most active advertiser on television in November was the Media Expert brand. It generated 2.1 billion advertising contacts, reaching 84.5% of Poles aged 7 to 75. Lidl came second (1.4 billion ad contacts and 82.7% reach), while Rossmann came third (1.4 billion contacts and 83.1% reach). The Orange brand ranked 10th in the presented ranking with 0.9 billion ad contacts and 80.1% coverage in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Media Expert ranked first with a 3.7% share, followed by Rossmann with a 2.6% share. Lidl ranked third with a 2.5% share.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in November was ‘Trade’ (10.7 billion). The second and third places were taken by “Automotive” (3.7 billion contacts) and ‘Pharmaceuticals’ (3.3 billion ad contacts).
Top radio advertisers
The most active advertiser on the radio in November 2025 was the Media Expert brand, which generated 3 billion ad contacts, reaching 85.1% of Poles aged 7 to 75. RTV Euro AGD came second (1.3 billion ad contacts, 83.1% reach), followed by oponeo.pl in third place (0.9 billion contacts, 79.7% reach). The TOP 10 list is closed by Kaufland (0.3 billion contacts and 77.8% reach).
Radio advertising expenditure
Media Expert had the highest share of radio advertising expenditure in November (12.8%). It was followed by RTV Euro AGD (5.95%) and MediaMarkt (2.9%).
