Advertising market in Poland - November 2023
Data presented comes from gemiusAdReal, a cross-media advertising market study. The analysis included advertising creations broadcast in November 2023 on the internet, television and radio.
Online Advertising Market
In November 2023, we recorded 86.1 billion impressions of display and video advertising creatives, and the average frequency of ad contact per user was 3002 contacts. Online advertising activities reached a total of 87.69% of the Polish population between the ages of 7 and 75.
The average duration of contact with a creative was 9.81 seconds (10.42 seconds for display creatives and 7.55 seconds for video creatives).
The average visibility of digital creatives in November (Viewability Rate calculated according to the IAB definition) was 45.26%. A higher visibility rate was achieved by video creatives, for which 51.64% of ad contacts were in the user's field of view. The figure for display creatives was 45.61%.
The most active industry in terms of the number of online advertising contacts was "Trade" (37.6 billion), for which the Share of Voice in all online advertising contacts in November was 43.6%. The average contact time for this industry was 10.41 seconds, and the creative visibility rate was 48.60%.
The following places on the podium were occupied by the industry "Media, books, CD & DVD" (6.3 billion ad contacts and SoV of 7.3% and "Clothing and accessories" (5.7 billion ad contacts and SoV of 6.6%).
Top online advertisers
The most active digital advertiser in November 2023 was the Media Expert brand, which generated 4.36 billion online advertising contacts, reaching 81.8% of Poles aged 7 to 75. In second place was Allegro.pl with 2.97 billion contacts and 80.9% reach. Third place on the podium belonged to Ceneo.pl (2.69 billion contacts and 78.4% reach).
The TOP 10 brands ranking is closed by Empik, which recorded 0.69 billion advertising contacts.
Online advertising expenditures
Analysis of advertising expenditures on online display campaigns confirms the activity of the Media Expert brand, which came first in the list - its share of expenditures among all brands was 6.53%. In second place was the Ceneo.pl brand with a 4.79% share, while the podium is closed by Allegro.pl (4% share).
It should be remembered that the data on online expenditures are 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
In November, the "Pharmaceuticals" industry was the most active in TV advertising, again overtaking the "Trade" industry. It generated more than 17.6 billion advertising contacts, reaching 93.19% of the population between the ages of 7 and 75. Share of Voice in all advertising contacts in November was 24.3% for this industry, while the average contact time for an ad in a traditional receiver was 18.05 seconds. In second place was the "Trade" industry (13.4 billion advertising contacts, SoV of 18.5% and 93.40% reach), while the podium is closed by the Food industry (10.74 billion advertising contacts, SoV of 14.8% and reach of 93.10%).
Top TV advertisers
The most active advertiser on TV in November was the Lidl brand. It generated 1.69 billion advertising contacts, reaching 86.79% of Poles aged 7 to 75. In second place was Media Expert (1.68 billion advertising contacts and 87.68% reach), while in third place was Kinder (1.06 billion contacts and 84.52% reach). In 10th place in the presented ranking was the IKEA brand with 0.68 billion advertising contacts and 84.26% reach in the 7-75 population.
TV advertising spending
In terms of estimated TV ad spending, the Media Expert brand ranked first, with a 3% share, followed by Lidl, with a 2.90% share. Third place belonged to Kinder with a share of 2.07%.
Radio Advertising Market
In radio, the industry with the highest number of advertising contacts in November was "Trade" (11.6 billion). In second and third place were the "Pharmaceuticals" (3.6 billion contacts) and "Automotive" industries (2.7 billion contacts.
The most active advertiser on the radio in November was again the Media Expert brand - it generated 2.9 billion advertising contacts, reaching 86.75% of Poles aged 7 to 75. In second place was Euro RTV AGD (1.6 billion advertising contacts, 83.04% reach), and in third place was MediaMarkt (0.66 billion contacts, 78.25% reach). The TOP 10 list is closed by Netto (0.35 billion contacts and 72.79% reach).
Radio advertising spending
The Media Expert brand had the highest share of radio ad spending in November (12.89%). Next places belong to Euro RTV AGD (6.74%) and MediaMarkt (2.99%).
