The advertising market in Poland – October 2025
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in October 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 October 2025, we recorded 88.2 billion ad impressions on the internet, with an average frequency of 3,077 contacts per user. Online advertising reached a total of 88.1% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 8.19 seconds (9.2 seconds for display ads and 6.3 seconds for video ads).
The average visibility of digital creations in October 2025 (Viewability Rate calculated according to the IAB definition) was 51.9%. Video creations achieved a higher visibility rate, with 61.6% of advertising contacts within the user's field of vision. In the case of display creatives, it was 48.8%.
The most active industry in terms of the number of online advertising contacts was ‘Trade’ (38.9 billion), for which the Share of Voice in all online ad contacts in August was 44.1%. The average contact time for this industry was 8.6 seconds, and the viewability rate of creations was 52.2%.
The next places on the podium were taken by the ‘Media, books, CD&DVD’ sector (7.8 billion ad contacts and SoV at 8.8%) and ‘Clothing and accessories’ (4.45 billion ad contacts and SoV at 5%).
Top online advertisers
The most active digital advertiser in October 2025 was once again the Temu brand, which generated 5.1 billion online ad contacts, reaching 82.3% of Poles aged 7 to 75. Media Expert came second with 3.6 billion contacts and 82.3% reach. Third place on the podium went to Allegro.pl (3 billion contacts and 82.55% reach).
The TOP 10 brand ranking is closed by RTV Euro AGD with 0.7 billion ad contacts.
TELEVISION ADVERTISING MARKET
In October, the most active industry in terms of advertising on television was Pharmaceuticals. It generated 16.2 billion advertising contacts, reaching 88.7% of the population aged 7 to 75. The share of voice in all advertising contacts in August was 21.2% for this industry, while the average contact time with advertising on a traditional receiver was 21 seconds. The trade industry came second (15.9 billion advertising contacts, SoV at 20.8% and 89% reach), while the food industry closed the podium (12.9 billion advertising contacts, SoV – 16.8% and reach – 88.8%).
Top TV advertisers
The most active advertiser on television in October was Lidl. It generated 2.5 billion ad contacts, reaching 83% of Poles aged 7 to 75. Media Expert came second (1.5 billion ad contacts and 80.4% reach), while Kinder came third (1.4 billion contacts and 79.1% reach). The mBank brand ranked 10th in the presented ranking with 0.7 billion ad contacts and 78.3% coverage in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Lidl ranked first with a 3.7% share, followed by Media Expert with a 2.5% share. Rossmann ranked third with a 1.95% share.
RADIO ADVERTISING MARKET
In October, the industry with the highest number of ad contacts on the radio was ‘Trade’ (10.6 billion). The second and third places were taken by “Automotive” (3.6 billion contacts) and ‘Pharmaceuticals’ (3.5 billion ad contacts).
Top radio advertisers
The most active advertiser on the radio in October 2025 was the Media Expert brand, which generated 2.7 billion ad contacts, reaching 87% of Poles aged 7 to 75. Oponeo.pl came second (1 billion ad contacts, 82.9% reach), followed by RTV Euro AGD in third place (1 billion contacts, 84.7% reach). The TOP 10 list is closed by Netto (0.3 billion contacts and 78.6% reach).
Radio advertising expenditure
In August, Media Expert had the highest share of radio advertising expenditure (11.9%). It was followed by RTV Euro AGD (5.1%) and Lidl (3.9%).
