Advertising in Poland - statistics & facts
Poland has a dynamic and expanding advertising industry that takes on variety of formats. Ads surround people at every step, not once walking the streets the eye is caught by colorful banners. Advertising can also be heard on the radio, and seen on television, the Internet is also overflowing with it. In Poland, the leader in terms of advertising reach was Media Markt. The market chain specializing in household appliances, software, and multimedia sales reached an impressive 78.52 percent of Polish consumers, showcasing the growing importance of digital marketing in the retail sector.
Radio, in Poland, is also an important transmitter of advertising, as it accompanies people in everyday activities such as traveling to work. RMF FM radio led the way, with advertising income of more than 3 billion zloty in 2024.
The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.
Traditional advertising
Radio, cinema, and outdoor advertising steadily occupy a small but noteworthy portion of the market. Television is possibly the most influential medium in Poland. In March 2024, the number of advertising spots on TV in Poland was more than 4 million.Radio, in Poland, is also an important transmitter of advertising, as it accompanies people in everyday activities such as traveling to work. RMF FM radio led the way, with advertising income of more than 3 billion zloty in 2024.
Shifting advertising landscape
While traditional advertising channels face challenges, out-of-home advertising in Poland is projected to grow steadily. The segment is forecast to increase by 38.19 percent between 2024 and 2030, reaching 267.38 million U.S. dollars. This growth contrasts sharply with print advertising, which is expected to decline by 22.69 percent in the same period. The diverging trends underscore the evolving nature of consumer engagement and the increasing importance of public space advertising. In the out-of-home sector, retail maintains its strong presence, accounting for 17 percent of classic OOH advertising in 2024, followed closely by telecommunications at 13 percent.Digital advertising
The internet has become one of the most powerful spaces for advertising. Furthermore, digital video ad spending is forecast to exceed 501 million U.S. dollars in 2030. Social media channels play a significant role in the advertising world. At the beginning of 2025, women aged 25 to 34 were the audience influenced the most by ads placed on Social Media.The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.
