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2022-06-02 10:51

#gemiusAdreal: TOP 10 advertisers in Poland in May

#gemiusAdreal: TOP 10 advertisers in Poland in May

Which brands were the most popular on the Polish market in May 2022? See Gemius analysis based on data from the gemiusAdReal study.

TOP 10 advertisers ranking in April 2022 was dominated by the brands from trade industry - 9/10 of the entities were supermarkets, shops or online shopping platforms. Top 10 ranking included such brands as a Media Expert, Lidl, Euro RTV AGD, Allegro.pl, Biedronka, shopee.pl, Kaufland, Carrefour and CCC. May 2022 is the third month in which the first two places in the ranking remain unchanged - the electronics stores company - Media Expert - remains in the first place, followed by Lidl supermarkets (2nd place in the ranking). The rest of the ranking has changed a little bit compared to the previous month, but some of the entities from the April ranking are still in the game. Which brands were the most popular on the Polish market in May 2022?

Source: gemius AdReal, Real Users, Day by day – top 10, May 2022, TG:ALL, Media Type: ALL, Ad Type: ALL

The top 10 ranking in May 2022 based on gemius AdReal data include as many as seven trade entities – four related to the supermarkets - Lidl, Biedronka, Kaufland and Carrefour and two to electronics – Euro RTV AGD and Media Expert. Also Allegro.pl – online shopping platform reached 3rd place in the ranking with almost 35 million Real Users. The reasons for the high activity of such entities can be seen in the increased activity of Poles related to good spring weather (we are more willing to leave our homes and spend time outdoors, e.g. grilling and meeting friends). May is also the season of Holy Communions, upcomming Children's Day (June 1st), parties and weddings season, so Poles are more active in shopping for groceries, home equipment and presents. This is why advertisers are outdoing each other, trying to reach as many consumers as possible.

In the May ranking, advertisers related to telecommunications returned to the game - Play was ranked 7th in the ranking and Plus - 8th. Interestingly, both entities achieved a very similar result when it comes to Real Users and Reach.

Source: gemius AdReal, Play vs Plus, May 2022, TG:ALL, Media Type: ALL, Ad Type: ALL

The same can be said about two entities related to supermarkets, which closed the May ranking - Kaufland came 9th and Carrefour - 10th.

Source: gemius AdReal, Kaufland vs Carrrefour, May 2022, TG:ALL, Media Type: ALL, Ad Type: ALL

Advertising expenses data in the gemiusAdReal

From April 2022, the gemiusAdReal cross-media study in Poland was enriched with a new breakthrough functionality. As the first study in this country it will provide information about advertising expenses, including ad types and formats, based on data from a single-source research panel. 

Information about advertising expenses are presented for all types of media covered by gemiusAdReal's research, i.e. PC and Mobile (display ads, excluding web browsers and social networks: Facebook, YouTube, Instagram), TV (video ads) and Radio (audio ads). The results are estimated based on the official price lists of publishers and the size of advertising traffic. The price lists used in the estimation are updated on an ongoing basis for each subsequent month and take into account not only the price of advertisements in a given medium, but also the type of advertising format or the duration of audio and video spots.

Below we present the TOP 10 List Price and List Price (share) for May 2022.

Source: gemius AdReal, List Price - TOP 10, May 2022, TG:ALL, Media Type: ALL, Ad Type: ALL, Content types: Social, Standard

Source: gemius AdReal, List Price (share) - TOP 10, May 2022, TG:ALL, Media Type: ALL, Ad Type: ALL, Content types: Social, Standard

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.

Learn more about gemiusAdreal here.

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Type of Content

analysis

Country

Poland, Polska

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