The advertising market in Poland – September 2025
The data presented comes from gemiusAdReal – a cross-media advertising market study. The analysis covered advertising creations broadcast in September 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 September 2025, we recorded 87.8 billion ad impressions on the internet, with an average frequency of 3,077 ad contacts per user. Online advertising reached a total of 87.7% of the Polish population aged 7 to 75.
The average duration of contact with an ad was 8.2 seconds (9.2 seconds for display ads and 6.2 seconds for video ads).
The average visibility of digital ads in September 2025 (Viewability Rate calculated according to the IAB definition) was 51.7%. Video creations achieved a higher visibility rate, with 61.55% of advertising contacts within the user's field of vision. For display creations, this figure was 48.6%.
The most active industry in terms of the number of online advertising contacts was ‘Trade’ (37.9 billion), for which the Share of Voice in all online ad contacts in August was 43.2%. The average contact time for this industry was 8.7 seconds, and the viewability rate of creations was 51.7%.
The next places on the podium were taken by the ‘Media, books, CD&DVD’ industry (9.2 billion advertising contacts and SoV at 10.5%) and ‘Clothing and accessories’ (4.5 billion ad contacts and SoV at 5.2%).
Top online advertisers
The most active digital advertiser in September 2025 was once again the Temu brand, which generated 4.8 billion online ad contacts, reaching 81.9% of Poles aged 7 to 75. Media Expert came second with 3.3 billion contacts and 81.3% reach. Third place on the podium went to Allegro.pl (2.8 billion contacts and 81.1% reach).
The TOP 10 brand ranking is closed by RTV Euro AGD with 0.7 billion ad contacts.
TELEVISION ADVERTISING MARKET
In September, the most active industry in terms of advertising on television was ‘Trade’. It generated 14.4 billion ad contacts, reaching 90.5% of the population aged 7 to 75. The share of voice in all ad contacts in August was 21.9% for this industry, while the average contact time with advertising on a traditional receiver was 19.2 seconds. The pharmaceutical industry came second (12.05 billion ad contacts, SoV at 18.3% and 89.8% reach), while the food industry closed the podium (10.3 billion ad contacts, SoV – 15.6% and reach – 90.2%).
Top TV advertisers
Lidl was the most active advertiser on television in September. It generated 2.2 billion ad contacts, reaching 84.7% of Poles aged 7 to 75. Allegro.pl came second (1.3 billion ad contacts and 82.9% reach), while Biedronka came third (1.3 billion contacts and 83.87% reach). The Rossmann brand ranked 10th in the presented ranking with 0.9 billion ad contacts and 81.3% reach in the 7-75 population.
TV advertising expenditure
In terms of estimated television advertising expenditure, Lidl ranked first with a 4% share, followed by Media Expert with a 2.4% share. Allegro.pl ranked third with a 2.1% share.
RADIO ADVERTISING MARKET
In September, the industry with the highest number of advertising contacts on the radio was ‘Trade’ (10 billion). The second and third places were taken by “Pharmaceuticals” (3.3 billion contacts) and ‘Automotive’ (2.2 billion advertising contacts).
Top radio advertisers
The most active advertiser on the radio in September 2025 was Media Expert, which generated 2.7 billion ad contacts, reaching 87.4% of Poles aged 7 to 75. RTV Euro AGD came second (1 billion ad contacts, 84.7% reach), followed by Lidl in third place (0.7 billion contacts, 83.3% reach). The TOP 10 list is closed by the Vectra brand (0.3 billion contacts and 74.1% reach).
Radio advertising expenditure
In August, Media Expert had the highest share of radio advertising expenditure (12.9%). It was followed by RTV Euro AGD (5.3%) and Lidl (3.2%).
