Advertising market in Poland - January 2024
The data presented comes from gemiusAdReal, a cross-media advertising market study. The analysis included advertising creatives broadcast in January 2024 on the internet, television and radio.
ONLINE ADVERTISING MARKET
In January 2024, we recorded 87.03 billion ad creative impressions on the Internet, and the average frequency of ad contact per user was 3035 contacts. Online advertising activities reached a total of 87.59% of the Polish population between the ages of 7 and 75.
The average duration of contact with a creative was 9.67 seconds (10.17 seconds for display creatives and 7.58 seconds for video creatives).
The average visibility of digital creatives in September (Viewability Rate calculated according to the IAB definition) was 47.0%. A higher visibility rate was achieved by video creatives, for which 57.66% of ad contacts were in the user's field of view. For display creatives it was 47.59%, and for text ads it was only 27.49%.
The most active industry in terms of the number of online advertising contacts was "Trade" (34.45 billion), for which the Share of Voice in all online advertising contacts in January was 39.59%. The average contact time for this industry was 10.13 seconds, and the creative visibility rate was 52.27%.
The following places on the podium were occupied by the industry: Media, books, CD&DVD (7.97 billion ad contacts and SoV of 9.16%) and Leisure Time (6.50 billion ad contacts and SoV of 7.47%) followed on the podium
Top online advertisers
The most active digital advertiser in January 2024 for the first time was the Temu brand, which generated 4.05 billion online advertising contacts, reaching 80.35% of Poles aged 7 to 75. In second place was Ceneo.pl with 3.3 billion contacts and 77.81% reach. The third place on the podium belonged to MediaExpert (3 billion contacts and 81.27% reach).
The TOP 10 brands ranking is closed by the erli.pl brand, which recorded 0.61 billion advertising contacts.
Online advertising expenditures
The first place in the list of advertising expenditures in January 2024 was occupied by the Ceneo.pl brand - its share in expenditures among all brands was 6.61%. In second place was the MediaExpert brand with a 4.64% share, while the podium is closed by Temu (2.43% share).
It should be remembered that the data on online expenditures represent values estimated on the basis of publishers' price lists, where all activities were calculated at the CPM (cost per mile) rate. They are calculated for display activity, on PC and Mobile platforms, excluding video and social media/search engines.
TV ADVERTISING MARKET
The "Pharmaceuticals" industry was the most active in television advertising in January. It generated more than 27.9 billion advertising contacts, reaching 92.37% of the population aged 7 to 75. Share of Voice in all advertising contacts in January was 39.9% for this industry, while the average time of contact with an ad in a traditional receiver was 22.06 seconds. In second place was the "Food" industry (9.8 billion advertising contacts, SoV of 14% and 91.15% reach), while the podium is closed by the Trade industry (7.9 billion advertising contacts, SoV of 11.2% and reach of 91.15%).
Top TV advertisers
The most active advertiser on TV in January was the Media Expert brand. It generated 1.3 billion advertising contacts, reaching 84.63% of Poles aged 7 to 75. In second place was Biedronka (1.3 billion advertising contacts and 86.51% reach), while in third place was Lidl (1.2 billion contacts and 85.41% reach). In 10th place in the presented ranking was the Rossmann brand with 0.44 billion advertising contacts and 79.75% reach in the 7-75 population.
TV advertising spending
In terms of estimated TV ad spending, the Biedronka brand ranked first, with a 2.17% share of spending, followed by Lidl, with a 2.11% share. Third place belonged to Media Expert with a share of 1.77%.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in January was "Trade" (7.7 billion). In second and third place were the "Pharmaceuticals" (4.89 billion contacts) and "Automotive" (1.67 billion advertising contacts) industries.
RADIO ADVERTISING MARKET
In radio, the industry with the highest number of advertising contacts in January was "Trade" (7.7 billion). In second and third place were the "Pharmaceuticals" (4.89 billion contacts) and "Automotive" (1.67 billion advertising contacts) industries.
The most active advertiser on radio in January was again the Media Expert brand - it generated 2.14 billion advertising contacts, reaching 86.25% of Poles aged 7 to 75. In second place was Euro RTV AGD (1.26 billion advertising contacts, 80.44% reach), and in third place was Lidl (0.5 billion contacts, 75.98% reach). The TOP 10 list is closed by Żabka (0.22 billion contacts and 65.69% reach).
Radio advertising spending
The Media Expert brand had the highest share of radio ad spending in January (12.77%). Next places belong to Euro RTV AGD (7.08%) and Lidl (2.48%).
