Poland

Poland Advertising Market: Ad Spend by Channel in 2020–2024

Poland is one of the most important European markets for Ukrainian companies, brands and agencies planning international advertising campaigns. Advertising market data for 2020–2024 helps evaluate not only the size of the market, but also the role of key media channels: digital, TV, outdoor, radio, press and cinema.

In 2024, total advertising expenditure in Poland reached $3,950.2 million. Digital was the largest channel, accounting for 55% of the market, or $2,155.9 million. TV remained the second-largest channel with a 30% share, or $1,171.1 million. Outdoor advertising accounted for 5%, radio for 7%, press for 3%, and cinema for 1%.

Advertising spending per person reached $102.5 in 2024, while the advertising market represented 0.43% of the country’s GDP. These indicators show that Poland has a mature and competitive advertising environment, where digital channels dominate but traditional media still play an important role in broad-reach campaigns.

Advertising spend dynamics in Poland

Total advertising expenditure in Poland increased from $2,825.4 million in 2020 to $3,950.2 million in 2024. The market grew to $3,146.1 million in 2021, slightly decreased to $3,027.6 million in 2022, recovered to $3,234.7 million in 2023 and then showed strong growth in 2024.

Digital advertising showed the strongest growth over the five-year period. It increased from $1,331.7 million in 2020 to $2,155.9 million in 2024. Its share also grew from 47% to 55%, which confirms the shift toward digital-first media planning in Poland.

TV advertising remained significant, growing from $1,028.3 million in 2020 to $1,171.1 million in 2024. However, its market share decreased from 36% to 30%, mainly because digital grew faster. This does not mean that TV lost relevance, but it shows that digital channels are becoming more central in the Polish media mix.

Outdoor advertising also grew during the period, from $101.2 million in 2020 to $194.2 million in 2024. Radio increased from $215.3 million to $280.6 million. Press declined from $135.0 million to $103.3 million, reflecting the gradual reallocation of advertising budgets from print to digital media.

How Ukrainian businesses can use this data

For Ukrainian businesses, Poland can be one of the first markets to consider for international expansion because of its proximity, large audience and strong economic ties with Ukraine. Advertising market data helps estimate the scale of media investment, understand channel priorities and prepare a more realistic media strategy before entering the market.

If a company is planning a test campaign in Poland, digital should be considered as a core channel because it has the largest share and the strongest growth. For broader brand awareness, a combination of digital and TV may be relevant. For local campaigns in specific cities, outdoor and radio can support reach and visibility.

The 2020–2024 data range is useful because it shows long-term market dynamics rather than a one-year fluctuation. This helps Ukrainian companies, exporters and agencies compare Poland with other European markets and make more informed decisions about campaign budgets, channel mix and market entry strategy.

For a complete market assessment, also review the Poland market profile and Poland digital penetration data. Together, these pages connect demographics, GDP, advertising spend, media channels and digital audience indicators into a clearer picture for strategic planning.