The most popular advertisers on the Polish market in December 2021
Most popular advertisers in December
In the analyzed period, three electronics companies were among the 10 most popular advertisers (Media Expert, Euro RTV AGD and Neonet). The list also includes telecommunications service providers (Play, Plus, T-Mobile), supermarkets (Lidl, Biedronka) as well as Allegro.pl shopping platform.
Electronics reigns
The top three of the list include two electronics companies. Media Expert, with its advertising messages in the analyzed period, noted almost 32.5 million real users, with a reach of almost 98%. The average time of contact with the brand's advertising messages was over 17 seconds. The second entity - Euro RTV AGD noted over 32 million real users with its advertising messages and reach of 97.5%. The average time of contact with the brand's advertising messages was longer than in the case of Media Expert - it amounted to over 18 seconds. Neonet, which is closing the Top 10 list, noted a reach of almost 94% and almost 32 million real users who had contact with the company's advertising messages. Interestingly, the average contact time, in this case, is the highest among the 3 entities in the analyzed group - almost 21 seconds.
Source: gemius AdReal, Media Expert vs Euro RTV AGD vs Neonet, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL; Real Users day by day
Source: gemius AdReal, Media Expert vs Euro RTV AGD vs Neonet, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL; Ad contact time day by day
Source: gemius AdReal, Media Expert vs Euro RTV AGD, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL
Allegro is the best among large e-shopping platforms
The Allegro.pl online shopping platform reached the third position in the ranking. In the analyzed period, the platform with its advertising messages reached over 32 million real users and noted a reach of over 96%. The average time of contact with the brand's advertising messages was over 13 seconds.
Source: gemius AdReal, Allegro.pl, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL
Telecommunication services
The Top 10 list includes 3 entities from the group of telecommunications service providers. In the 6th place - Play - noted over 31 million real users with its advertising messages, achieving a reach of over 94% and an average contact time with ads of almost 23 seconds. Plus, which was ranked 7th, achieved comparable results in terms of the number of real users, reach and time of contact with ads. The T-Mobile brand was 9th in the ranking. It noted almost 32 million real users with its advertising messages and a reach of over 94%. The average time of contact with ads was over 15 seconds. Analyzing the data on the three above-mentioned entities, we notice that the brand achieved the highest reach thanks to advertising messages on television (over 87%).
Source: gemius AdReal, Play vs Plus, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL
Source: gemius AdReal, Play vs Plus vs T-Mobile, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL; Real Users day by day
Source: gemius AdReal, Play vs Plus vs T-Mobile, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL Reach building by media
Supermarkets
The Top 10 list includes two brands related to supermarkets and FMCG - Lidl (4th position in the ranking) noted almost 32 million of the real users, reach of over 96% and the average time of contact with advertising messages of 22 seconds. Biedronka (position No. 8 in the ranking) noted over 32 million real users and reach over 94%. In the case of Lidl and Biedronka, the highest coverage was also obtained by television broadcasts (almost 90%).
Source: gemius AdReal, Lidl vs Biedronka, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL
Source: gemius AdReal, Lidl vs Biedronka, December 1-19, TG:ALL, Media Type: ALL, Ad Type: ALL Reach building by media
About gemiusAdreal
gemiusAdreal is a market intelligence tool revealing all brands’ activities, both in the digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: Facebook, Instagram and YouTube but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about the advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.
Online shopping is becoming more and more popular
In the recently published E-commerce in Poland 2021 Report, Gemius experts highlighted the constantly growing popularity of online shopping. The percentage of Poles preferring this form of shopping increased by 4% compared to 2020. This is undoubtedly influenced by the epidemic situation and the new reality. Fans of online stores indicate the most important advantages of online shopping, among others, safety, a wide range and easy access to all products without leaving your home. According to the data from the report, online shopping is most often chosen by women, people over 35, with higher education, living in large agglomerations.
You can download and read the entire report in the PL version here.
A summary of the most interesting information from the report in English can be found here.
