The Media Market in Poland 2023

In 2023, the advertising market in Poland grew by 7%. This represents the highest level of media spending in history, despite the difficult economic and political situation. The upward trend continues. Investments allocated for advertising purchases amounted to €3.282 billion.

Eleven sectors increased their advertising investments, while five reduced them. The largest growth was observed in the trade sector. The highest expenditures were in the trade sector—€591.84 million—with a year-over-year increase of €49.04 million, or 9%. The largest investments were made by Media Expert, Lidl, and Biedronka. Percentage-wise, the highest expenditure increases were recorded in the automotive sector (+19.7%, mainly due to investments by Volkswagen, Orlen, and Toyota), food (+16.3%, led by Ferrero, Nestlé, and Mondelēz), hygiene and care (+16.6%), tourism and restaurants (+14.3%), and household products (+43%). The media sector saw a decrease in spending of €13.76 million, or 9.2%. The most active in this category were the platforms SkyShowtime and Amazon, as well as the film distributor Kino Świat.

In 2023, advertising investments increased for internet (+7.43%), television (+3.59%), radio (+7.26%), outdoor (+10.97%), cinema (+74.19%), and print (+4.04%). The internet was the largest advertising medium. Radio remained strong, and investments in cinema grew rapidly after the pandemic. The gap between internet and television market leaders continues to widen.

Distribution of advertising spending by media types (2023 net, eur M)

Published: September 15, 2024

WERONIKA SZWARC-BRONIKOWSKA
VICE PRESIDENT | MEDIA PEOPLE
MEDIA EXPERT, ENTREPRENEUR, LECTURER AT UNIVERSITY SWPS, SENIOR MEMBER OF PROGRAM BOARD IN THE INTEGRATED MARKETING FORUM (FMZ).
weronika.szwarc-bronikowska@wecan.net
Working in the media industry since 1997. From January 2017, Co-Founder and Vice-President of Media People. After one year of operation, Media People became the highest-rated independent media house in Poland in “The report of best advertising agencies and media houses” made by Media & Marketing Polska magazine and the winner of the "Debut of the year 2018" award by Panorama Raport, press magazine. In 2021, Media People became finalist of a competition for the best company in Poland held by the Center for Entrepreneurship of the Management Department, managed by graduates of the University of Warsaw. In the past, she worked on the side of the largest publishers (Agora, Prószyński, ZPR). Since 2005, she has been running her own companies. In 2017, she was chosen to be one of two Polish participants of the local “She's Mercedes” campaign featuring inspiring woman in marketing business in different parts of the world.

Related topics

Poland

Recently viewed articles

The Media Market in Poland 2023

The purpose of our website is to provide information. All content has been compiled with the utmost care and is regularly checked. The page content is general, descriptive content, but there may be variations due to country-specific characteristics and legal regulations depending on the user / place of use.  The information on the webpage is not to be considered as business or legal advice for specific situations. The publisher shall not be liable for any legal consequences arising from the use of the information. If you want an official position, always contact the competent office if you need advice from the right expert.