In the period from January to June 2024, traditional media (excluding the Internet) earned almost PLN 22.3 billion from advertising, i.e. 10.5% more than in the same period in 2023 (data from the net price list, without discounts, Kantar Media).
More than half of this amount went to television (PLN 11.6 billion), which increased advertising revenue by 14.8%. Radio stations earned PLN 5.5 billion from advertising in the period in question – 8.6 percent more.
In the first half of this year, spending on outdoor advertising increased by 9.2% to PLN 738.6 million, in cinemas by 28.7% to PLN 1.6 billion, and on DOOH advertising by 59.36% to PLN 266.1 million.
Magazines and newspapers recorded lower advertising revenues. Advertising revenues from magazines fell by 6.2% year-on-year to almost PLN 2.1 billion, and from daily newspapers – by 27.7% to PLN 513 million.
Big increases for P&G, Biedronka and Rossmann
Pharmaceutical company Aflofarm Farmacja Polska remains the leader in advertising expenditure on the Polish market, having allocated PLN 1.2 billion – less than 1% – to promoting its brands in the media. for more than a year.
In second place in this regard is Terg, owner of the Media Expert electronics chain, with expenses of PLN 676.1 million (an increase of 23.6% y/y). Lidl Polska closes the podium with expenses of PLN 506.9 million (an increase of 43.8%). By 87.3 percent Procter&Gamble Polska spent more on advertising (almost PLN 301 million) and by 68.4 percent the expenses of the Rossmann drugstore chain increased (to PLN 238.9 million).
Biedronka owner Jeronimo Martins Polska increased its advertising investments by 55.7 percent (up to PLN 433 million), Ferrero Polska spent 34.4 percent more (PLN 306.5 million) and USP Zdrowie – by 33.1 percent. more (PLN 394.6 million). Natur Product Zdrovit’s expenses increased by 18.2 percent to PLN 473 million.
One of the biggest advertisers Only one company reduced advertising expenses annually – Euro-Net Warszawa reduced them by 12.4% to PLN 292.4 million.
