Media booking and buying

For an international brand Polish TV, radio, print, outdoor and digital sectors can look complex. For us, it’s home ground. We work with the country’s leading broadcasters, publishers and online platforms. We know the right channels, the right timing, and the right media outlets. Let us guide you through it and start working with our team!

Poland’s media environment – what are the best media channels?

Poland is one of the most dynamic media markets in Central Europe. Digital is racing ahead. According to DataReportal, almost nine in ten Poles are online. Three-quarters of them are active on social media.

Digital takes also the biggest slice of the ad market, with spend reaching PLN 9.53 billion in 2024. Growth hasn’t slowed. In the first quarter of 2025, online advertising jumped another 18% year on year (IAB Polska, PwC). Platforms such as YouTube, Facebook, and TikTok dominate daily consumption. Digital media planning and buying is a big part of any campaign we create for our global partners.

The online press market is competitive, but packed with opportunities. Onet.pl alone draws over six million homepage readers monthly. Users spend almost an hour on the website. Other leaders include Wirtualna Polska, Interia, and TVN24.pl, RMF24.pl and Gazeta.pl. Together, these platforms show the scale and diversity of Poland’s media environment. That demands smart negotiation and integration across channels to make media planning and buying truly effective.

Online is popular, but traditional media still holds attention. Poles spend around three and a half hours a day in front of TVs. Streaming and VOD (video on-demand) have carved out more than 10% of viewing, with YouTube and Netflix as the leaders. The biggest TV broadcasters – TVN, Polsat, TVP, TVN24 – remain household names, with newcomer Telewizja Republika even topping ratings.

Radio keeps its loyal audience, too. RMF FM captures almost 30% of listening time nationwide, while Radio ZET has climbed to nearly 16%. Print also continues to play a role in shaping opinion and building credibility. Eight in ten Poles between 15 and 75 still read newspapers or magazines, whether in print or digital editions. Outlets such as Gazeta Wyborcza, Rzeczpospolita, Dziennik Gazeta Prawna, and Fakt remain the biggest Poland’s agenda-setters.

Out-of-home is equally hard to ignore. Nearly 90% of Poles see an outdoor campaign monthly. According to Mediapanel data, both classic billboards and fast-growing DOOH screens are achieving impactful reach.

Our media booking and buying services

Television and radio

We handle every step of the process – from planning key outlets to airtime negotiation and campaign optimisation. Our team knows how to match your objectives with the right formats: prime-time TV spots for mass awareness, sponsorships for brand association, and radio for fast frequency building. We make sure your budget is used efficiently, balancing wide reach with cost control.

Print media

Our approach goes far beyond buying ad space. We carefully select the titles that matter most for your target audience – national dailies, regional newspapers, lifestyle magazines or specialist trade journals. Because we maintain direct contacts across the Polish press, we can combine paid placements with earned editorial coverage, boosting visibility without inflating spend. Every placement is chosen with relevance, credibility and long-term impact in mind.

Digital campaigns

We plan and provide campaigns for our clients across programmatic, display, video and native formats, ensuring every impression is targeted and measurable. Our specialists fine-tune campaigns for each platform – from short-form video to in-depth sponsored content – and monitor results in real time.

Out-of-home and digital out-of-home

Outdoor campaigns require smart planning to make every billboard, transit format or digital screen count. We advise on location, timing and creative adaptation, maximising visibility in both nationwide rollouts and hyper-local activations. With digital out-of-home, we add flexible targeting and dynamic content, so campaigns stay relevant and responsive. Your brand is not only visible – it owns the space it appears in. And this helps with brand awareness.

Cinema and sponsorships

We activate channels that build a deeper emotional connection. Cinema campaigns create immersive brand moments in front of highly attentive clients. Sponsorships (from cultural events to sports partnerships) connect your brand with experiences people value. In each case, we identify the right context, negotiate packages, and ensure your brand feels authentic to potential customers.

Why choose the All 4 Comms agency for media buying?

We know the market.
Our team understands how the Polish media system works – from rate cards and negotiations to which formats actually deliver results. This knowledge helps us protect your budget and maximise impact.
We have proper relationships.
Years of experience mean we have direct contacts with publishers, broadcasters and media groups across the country. That gives us access to better placements, faster decisions and more effective deals.
Our strategy connects paid and earned media.
Buying space is only half the story. We also integrate PR, free editorial coverage and content opportunities to give your brand visibility that goes beyond advertising.
We tailor the entire campaign.
Every campaign is customised to your needs – whether you need nationwide visibility, regional activation or industry-specific outreach. We balance formats to make sure your message reaches the right audience in the right way.
We focus on research and results.
For us, booking and buying are about objectives, measurable outcomes and campaigns that strengthen your brand long after they end. We always look at your goals first.
We bring cross-sector experience
Our portfolio covers finance, technology, FMCG, health, education, lifestyle, tourism, and many more. We have worked with international (especially from the UK and EU) brands entering Poland. We help them get visibility, build a new position in the market, and achieve long-term success.

Media booking in Poland is competitive, but with the right partner, it becomes a clear path to visibility and growth. Let’s plan your campaign together, secure the right placements, and bring the presence your brand deserves. Get in touch!