The advertising market in Poland – September 2026
The data presented comes from gemiusAdReal, a cross-media study of the advertising market. The analysis covers advertising creatives broadcast in September 2026 across the internet, television, and radio.
We also invite you to explore the interactive version of the report, which summarizes the advertising activity of brands in August:
https://gemius.com/blog/the-advertising-market-in-poland-august-2026/
INTERNET ADVERTISING MARKET
In September 2026, we recorded over 78.4 billion online ad impressions, with an average frequency of 2,729 ad exposures per user. Online advertising campaigns reached a total of 88.7% of the Polish population aged 7 to 75.
The average duration of exposure to an ad creative was 8.39 seconds (9.51 seconds for display creatives and 6.82 seconds for video creatives).
The average viewability rate for digital creatives in September 2026 (calculated according to the IAB definition) was 56.1%. Video creatives achieved a higher viewability rate, with 64.9% of ad exposures occurring within the user's field of view, compared to 53.3% for display creatives.
The "Trade" sector was the most active in terms of the number of online ad exposures (30.7 billion), accounting for a 39.1% Share of Voice (SoV) across all online ad exposures. The average exposure duration for this sector was 8.57 seconds, with a viewability rate of 54.8%.
Rounding out the top three were the "Media, books, CD&DVD" sector (6.9 billion ad exposures, 8.9% SoV) and the "Leisure time" sector (4.1 billion ad exposures, 5.3% SoV).
Top online advertisers
The most active digital advertiser in September 2026 was the brand Allegro.pl, which generated 3.1 billion online ad impressions, reaching 81.3% of Poles aged 7 to 75.
Media Expert took second place with 3 billion impressions and an 80.8% reach. Third place went to Ceneo.pl (1.085 billion impressions, with a reach of 74.8%).
The top 10 brand ranking concludes with Temu, which recorded over 0.5 billion ad impressions.
TELEVISION ADVERTISING MARKET
In September, the "Trade" sector was the most active in terms of television advertising. It generated 15.5 billion advertising contacts, reaching 91.2% of the population aged 7 to 75. The sector’s Share of Voice (SoV) across all advertising contacts in September stood at 22.3%, with an average exposure time of 19.6 seconds per ad on traditional television sets.
The "Pharmaceuticals" sector ranked second (13.8 billion advertising contacts, a 19.9% SoV, and 90.7% reach), while the "Food" sector rounded out the top three (10.3 billion advertising contacts, a 14.8% SoV, and 90.7% reach).
Top TV advertisers
The most active advertiser on television in September was the Lidl brand. It generated 2.6 billion advertising contacts, reaching 86.6% of Poles aged 7 to 75. Rossmann took second place (1.7 billion contacts and 85.1% reach), while Media Expert came in third (1.4 billion advertising contacts and 84.3% reach). The Aldi brand ranked 10th on the list, with 0.6 billion advertising contacts and a 79.1% reach among the population aged 7–75.
TV advertising expenditure
In terms of estimated television advertising expenditure, the brand Lidl ranked first, accounting for 2.9% of total spending. Rossmann took second place with a 2.6% share, while Media Expert came in third with a 2.2% share.
RADIO ADVERTISING MARKET
In radio, the sector with the highest number of advertising contacts in September was "Trade" (7.9 billion). In second and third place were the "Pharmaceuticals" sector (3.3 billion contacts) and the "Automotive" sector (2.4 billion advertising contacts).
Top radio advertisers
The most active advertiser on the radio in September 2026 was the brand Media Expert, which generated just under 2.5 billion advertising contacts, reaching 84.4% of Poles aged 7 to 75. In second place was RTV Euro AGD (632 million advertising contacts, 78.8% reach), followed in third by Lidl (over 0.5 billion contacts, 79.2% reach). The top 10 list concludes with Kaufland (over 267 million contacts and 75.1% reach).
Radio advertising expenditure
In September, the brand Media Expert accounted for the largest share of radio advertising expenditure (16.8%). It was followed by RTV Euro AGD (4.3%) and Lidl (3.2%).
