The estimated net value of the advertising market in Poland in 2025 amounted to nearly PLN 14 billion, an increase of 6.9% year-on-year, according to the latest Report on the Advertising Market in Poland, created by Publicis Groupe Poland.
- Investments increased in Internet, video, radio, OOH, newspapers and cinema, while they declined in magazines
- Online video is growing the fastest, by 17.3% year-on-year
- Video accounts for 53.3% of the advertising market (down by 0.4 p.p.)
- The Internet’s share (digital search & digital non-search) is 30.0% (up by 0.5 p.p.)
- The sector with the highest volume growth in advertising investment is commerce
ADVERTISING SECTORS
According to Publicis Groupe analysts, in 2025 the advertising market in Poland grew by 6.9% year-on-year. Eleven sectors increased their advertising investments, while five reduced their budgets.
The largest increase in advertising investment volume was generated by commerce – companies from this sector spent over PLN 373.3 million more on advertising, representing an 11.7% year-on-year increase. The leaders in this sector are Media Expert, Lidl and Kaufland.
The largest decline in advertising investment volume occurred in the telecommunications sector – companies from this sector spent PLN 72.5 million less on advertising (dynamics: -9.7%). Advertising budgets were significantly reduced by P4, Cyfrowy Polsat and Orange Polska, with notable decreases in Internet and television investments, as well as in out-of-home expenditures.
COMMUNICATION CHANNELS
Publicis Groupe estimates show that in 2025 advertising investments increased across all media except magazines. The highest growth dynamics were recorded in Internet advertising, up 8.7%. The second-highest increase, also above the overall market growth rate, was recorded in radio advertising, where investments rose by 8.3%. Cinema was the third-fastest-growing medium, with advertising investment dynamics of 7.7%. Out-of-home advertising revenues increased by 7.0%. In 2025, the video market grew by 5.9%, with television-only revenue growth slowing to 1.2%, while online video reached 17.3%. Newspaper advertising revenues increased by 1.0%, while investments in magazines declined by 0.4%.
A volume analysis shows that video budgets increased by PLN 417.6 million, with online video investments alone rising by PLN 356 million. A comparable increase was recorded in Internet advertising, up by PLN 336.5 million. Radio advertising expenditure grew by nearly PLN 75 million. In the press category, investment in newspapers increased by almost PLN 1 million, while advertising budgets in magazines declined by nearly PLN 0.7 million.
According to Publicis Groupe analyses, in 2025 the largest share of the advertising market belonged to video – 53.3%, compared with 53.7% in 2024. The value of advertising investments allocated to video reached nearly PLN 7.5 billion, representing year-on-year growth of 5.9%.
Within video, linear television continues to account for the largest share of advertising revenues (67.5%). At the same time, its share continues to decline – in 2024, television accounted for 70% of video budgets. Advertising investments in this medium increased by only 1.2% year-on-year in the analyzed period.
The second-largest video segment in terms of advertising revenue share (30.1%) is other in-stream video, which includes two components: video on social platforms such as YouTube, Meta and TikTok, and short-form video on online portals. Advertising investment in social media video increased by 15.6%, while the short-form video advertising segment on online services grew by 15.9% in 2025. Overall, the entire area of other in-stream video formats generated advertising revenue growth of 15.6%.
The total streaming segment (video-on-demand services: BVOD, HVOD and other VOD) is steadily increasing its share of the overall video ecosystem, from 1.7% in 2024 to 2.3% currently. This growth has been driven by the expansion of advertising inventory and the launch of new services offering viewers ad-supported subscriptions, as well as modern FAST channels. In revenue terms, VOD streaming grew by 44.8% year-on-year in 2025.
Publicis Groupe analyses show that in 2025 the value of advertising investments in the Internet, in the new classification excluding online video and classifieds, reached nearly PLN 4.2 billion, representing an 8.7% year-on-year increase. The Internet’s share of the advertising market in this period was 30.0%, up by 0.5 percentage points year-on-year.
According to Publicis Groupe analysts’ estimates, in 2025 revenues in the digital search segment increased by 15.3% year-on-year and continued to be the main contributor to revenue growth across the Internet category. In addition to traditional search advertising, Publicis Groupe’s monitoring also covers retail search. In the Polish market, this category accounts for just under 8% of revenues in the digital search segment, while most of the advertising investment remains allocated to Google. Retail search dynamics reached 31.2% in 2025.
In 2025, digital non-search advertising recorded year-on-year growth of 2.6%. Display advertising accounts for more than 92% of this online segment, with Publicis Groupe analysts estimating its advertising revenue dynamics at 2.5%. The main driver of growth in digital non-search advertising is displaying formats in Meta’s social media networks.
According to Publicis Groupe analysts, in 2025 investments in radio advertising increased by 8.3%, equivalent to nearly PLN 75 million in volume terms. This confirms radio’s strong and stable position in the advertising market. As many as twelve sectors increased their radio advertising investments. Commerce remained the budget leader and recorded the largest increase in investment volume: PLN 32.4 million (growth dynamics: 7.5%). The automotive sector ranked second, growing by PLN 24.0 million (29.8%). The largest volume decline was recorded in telecommunications: down by more than PLN 6.5 million (growth dynamics: -29.1%). In 2025, listenership declined for Grupa Eurozet, Polskie Radio and Grupa RMF, while increases were recorded by Audytorium 17, TIME and other smaller broadcasters. Grupa RMF remains the undisputed leader of the radio market, despite a 0.14 p.p. year-on-year decline in listenership. Grupa Eurozet’s listenership share fell by 0.5 p.p., while Polskie Radio’s declined by 0.2 p.p. Among all radio stations, Eska ROCK recorded the largest increase in listening share in 2025, up by 0.34 p.p. The largest decline in share of listening time was recorded by Radio TOK FM, down by nearly 0.5 p.p. (Source: Kantar)
In 2025, investments in out-of-home advertising were 7.0% higher than a year earlier, increasing by nearly PLN 57 million. As in the previous year, this growth was generated mainly by digital carriers. Analyses by OOHlife of the Chamber of Commerce and Publicis Groupe show that the share of digital carriers in advertising revenues increased from 29.4% in 2024 to 32.0% in 2025. The largest volume increase in advertising investment was recorded by the financial sector, up by PLN 12.6 million (growth dynamics: 133.4%), driven largely by intensified communication from XTB, a brokerage company. Automotive ranked second, with growth of PLN 9 million (growth dynamics: 53.8%), while the top three was completed by clothing and accessories, up by PLN 7 million (growth dynamics: 44%). The largest volume decline in spending concerned telecommunications, down by PLN 13 million (growth dynamics: -22.7%), although this decrease was concentrated in the first three quarters of 2025.
Publicis Groupe analysts estimated net advertising revenues in cinemas at PLN 231.2 million in 2025, representing year-on-year growth of 7.7%. The top five sectors by share of cinema advertising investment were media, automotive, food, leisure and finance. In terms of growth volume, the automotive sector stood out, increasing its investment in cinema advertising by more than PLN 7.5 million (growth dynamics: 29.7%). The largest volume decline in cinema advertising budgets was recorded by commerce, with advertisers in this sector reducing spending by more than PLN 5.8 million (growth dynamics: -25.6%).
In 2025, advertising investments in magazines declined by 0.4% year-on-year, or nearly PLN 0.7 million. The total number of advertising pages in colour magazines fell by 13.7% (Source: Kantar). In terms of decline volume, the largest reductions in advertising investment occurred in clothing and accessories, where budgets contracted by 11.5% year-on-year (down by PLN 3.1 million). The second-largest decline was recorded in the “other” sector, particularly due to reduced investments by foundations, associations, political institutions and building materials advertisers. Organisations in this sector spent PLN 2.1 million less on advertising (growth dynamics: -12.0%). The sector with the largest volume increase was media, up by PLN 2.2 million (growth dynamics: 25.8%).
Investments in daily newspaper advertising increased by 1.0% year-on-year in 2025, or PLN 1.0 million, reaching PLN 103.4 million. Publicis Groupe analysts recorded the largest volume increase in advertising budgets in the media sector, up by PLN 3.2 million (growth dynamics: 60.2%). The largest decline occurred in finance, which reduced its advertising investments in daily newspapers by PLN 2.5 million (growth dynamics: -25.3%).
MEDIA SHARE OF ADVERTISING REVENUES
As a result of differing growth dynamics across media classes, their shares of the market are also changing. The share of video (TV, streaming VOD and other in-stream video) decreased from 53.7% to 53.3%, while the Internet’s share (digital search and non-search) in the media mix increased by 0.5 p.p., from 29.5% to 30.0%. Together, video and the Internet account for 83.3% of the entire advertising market. Radio’s share increased slightly, from 6.9% to 7.0%, as did cinema’s, from 1.6% to 1.7%. Out-of-home advertising remained at last year’s level of 6.2%. Meanwhile, the shares of magazines and daily newspapers in the media mix declined by 0.1 p.p., to 1.1% and 0.7%, respectively.
Comment from Iwona Jaśkiewicz-Kundera, Chief Investment Officer at Publicis Groupe Poland:
2025 was a period of solid, though increasingly diversified, growth for the Polish advertising market. After a very strong first half of the year, when advertising investment dynamics exceeded 7% year-on-year, the third quarter brought a noticeable slowdown – mainly due to weaker television performance, affected by the high base linked to major sports events in 2024 and reduced spending by global advertisers. The fourth quarter, however, brought renewed momentum, allowing the advertising market to close 2025 with growth of 6.9%, while its value approached PLN 14 billion. Despite continued investment uncertainty, we forecast stable growth of 5.8% for the advertising market in 2026.
From a media perspective, the most important growth engine remained the Internet, whose revenues increased by 8.7%, raising its market share to 30%. Radio also grew dynamically (+8.3%), as did cinema (+7.7%), while video increased by 5.9%, with very clear internal differentiation. Linear television recorded growth of only 1.2%, strongly affected by a decline in investment in the third quarter. Online video grew by as much as 17.3%, confirming a lasting shift of budgets towards digital and social platforms. Out-of-home advertising increased by 7.0%, driven mainly by the continued digitization of carriers, while the press remained the only medium with negative dynamics – magazines declined by 0.4%, and daily newspapers remained only slightly above zero (+1.0%). Together, the Internet and video already accounted for more than 83% of the entire advertising market.
As many as eleven sectors increased their advertising budgets, while five reduced them. The largest increase in investment volume was generated by commerce – companies from this sector allocated over PLN 373.3 million more to advertising, representing an 11.7% year-on-year increase. The leaders in this sector are Media Expert, Lidl and Kaufland. The largest decline in advertising investment volume occurred in telecommunications – companies from this sector allocated PLN 72.5 million less to advertising (growth dynamics: -9.7%). Advertising investments were significantly reduced by P4, Cyfrowy Polsat and Orange Polska, with Internet and television investments in this sector falling notably, as well as out-of-home expenditure.
The share of the largest advertising sector, commerce, increased by 1.2 p.p. to 25.4%. Since the fourth quarter of 2021, the second position has been held by pharmaceutical products and medicines, which overtook the food sector. However, pharmacy’s share has been steadily declining and in 2025 decreased by 0.5 p.p. to 10.5%. The share of the third-largest sector by investment volume – food – also declined, by 0.6 p.p., to 8.6%.