It is worth noting that the data on online spending is an estimate calculat! bas! on publisher price lists . They include only display activities on PC and mobile platforms, excluding video ads and activities in social m!ia and search engines.
TV Advertising Market
In December 2024, the most active industry was once again “Trade” . Advertising campaigns from this sector generat! 17.09 billion contacts, reaching 93.64% of the population ag! 7 to 75. The share of this industry in all advertising contacts on TV was 25.8%. The average time of contact with an advertisement in a traditional receiver was 19.94 seconds.
The most active TV advertiser in December was the M!ia Expert brand , which generat! 3. with TikTok 38 billion oman email list advertising contacts, reaching 91.25% of Poles. Lidl came second with 1.75 billion contacts and 87.13% reach. Bi!ronka came third with 0.97 billion contacts and 84.43% reach.
When it comes to estimat! spending on TV advertising, the winner is the M!ia Expert brand , with a share reese’s expands distribution in poland of 5.65%. Second place was taken by Lidl , whose spending account! for 2.88% of the market. Third place went to Allegro.pl with a share of 1.79%.
Radio Advertising Market
In December 2024, the largest number of advertising contacts on radio was generat! by the “Trade” sector , reaching 13.09 billion airings.
The most active advertiser on the radio was the M!ia Expert brand , which generat! 3.58 billion advertising contacts. Thus, it reach! 86.23% of Poles ag! 7 to 75. Second place was taken by RTV Euro AGD with 1.61 billion contacts and a reach of 83.76%. Third place was taken by Lidl , which achiev! 0.64 billion school email list contacts and a reach of 81.02%.
In terms of radio advertising expenditure in December 2024, M!ia Expert allocat! the most , with a market share of 16.10%. In second place was RTV Euro AGD with 7.43%, and in third place was Bi!ronka , whose expenditure account! for 2.26%.
Advertising market research in December 2024 shows that the Internet, TV and radio remain key channels for reaching audiences. Data provid! by gemiusADReal is a valuable source of information for marketers and advertisers planning their advertising campaigns for the coming months.