Advertising market in Poland - June 2023

Data presented in this analysis come from gemiusAdReal - a cross-media study of the advertising market. Advertising creations broadcast in June 2023 on the Internet, radio and television were analysed.

Internet advertising market

In June 2023, we recorded 70.9 billion impressions of display and video advertising creatives, and the average frequency of ad contact per user was 2,495 contacts. Online advertising activities reached a total of 86.51% of the population of Poles aged 7 to 75. The average duration of contact with a creative was 9.75 seconds (10 seconds for display creatives and 7.8 seconds for video creatives).

The average visibility of digital creations in June (Viewability Rate calculated in accordance with the IAB definition) was 49.32%. A higher visibility rate was achieved by video creations, for which 59.29% of advertising contacts were visible to the user. In the case of display creatives, it was 47.94%. The "Trade" industry was the most active in terms of the number of online advertising contacts (27.5 billion), for which Share of Voice in all online advertising contacts in June amounted to 38.8%. The average contact time for this industry was 10.17 seconds, and the creative visibility index was 52.21%. The next places on the podium were taken by the "Media, books, CD&DVD" industries (5.8 billion advertising contacts and SoV at the level of 7.6%) and Leisure Time (4.6 billion advertising contacts and SoV - 6.5%)

Top online advertisers

The most active digital advertiser in June 2023 was the Media Expert brand, which generated 2.2 billion online advertising contacts, reaching 78.64% of Poles aged 7 to 75. Allegro.pl came second with 2.1 billion contacts and 78.31% reach. The third place on the podium belonged to Ceneo.pl (1.9 billion contacts and reach of 76%). The ranking of the TOP 10 brands is closed by Apart, which recorded 0.66 billion advertising contacts.

Online advertising expenses

The analysis of advertising spending on display online campaigns confirms the activity of the Media Expert brand, which was ranked first - its share in spending among all brands was 3.75%. Second place was taken by Ceneo.pl with a 3.36% share, while Allegro.pl closes the podium (3.29% share).

Please note that data on Internet ads expenses are estimated values ​​based on 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

In June, the "Pharmaceuticals" industry was the most active in terms of advertising on television, ahead of the "Trade" industry. It generated over 11.2 billion advertising contacts, reaching 94.43% of the population aged 7 to 75. Share of Voice in all advertising contacts in June amounted to 19.08% for this industry, while the average time of contact with an advertisement in a traditional receiver was 18.10 seconds. The second place was taken by the "Trade" industry (9.7 billion advertising contacts, SoV - 16.52% and 94.27% reach), while the Food industry (8 billion advertising contacts, SoV - 13.63% and coverage - 93.85%).

Top TV Advertisers

The most active advertiser on television in May - as in March and April - was the Lidl brand. It generated 1.21 billion advertising contacts, reaching 86.4% of Poles aged 7 to 75. Orange was in second place (1.2 billion advertising contacts and 87.38% reach), while Rossmann was third (1.09 million contacts and 85.95% reach). Allegro.pl ranked 10th with 572.5 million advertising contacts and 83.7% reach in the population aged 7-75.

TV advertising expenses

In terms of estimated advertising expenditure on television, the Lidl brand was ranked first - its share in expenditures amounted to 2.32% - and Rossmann came second with a share of 1.94%. The third place belonged to Kinder with a share of 1.45%.

Radio advertising market

In radio, the industry with the largest number of advertising contacts in June was the "Trade" industry (6.5 billion advertising contacts). In second and third place were the "Pharmaceuticals" industries (2.7 billion contacts) and "Automotive" (1.01 billion contacts).

Top Radio Advertisers

The most active advertiser on the radio in June was the Media Expert brand - it generated 1.66 billion advertising contacts, reaching 86.04% of Poles aged 7 to 75. Euro RTV AGD was ranked second (642 billion ad contacts, 77.28% reach), and Lidl was third (339.9 million contacts, 72.71% reach). The TOP 10 list is closed by Agata Meble (172.75 million contacts and 64.89% reach).

Radio advertising expenses

The Media Expert brand had the highest share in radio advertising expenditure in June (11.99%). Next places belong to Euro RTV AGD (3.82%) and Lidl (1.60%).

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.