Are you planning to enter the Polish market, intensify your PR activities or advertise? Choosing the right media channels to communicate your products or services can make or break your effectiveness. Poland offers many traditional media outlets and digital platforms that shape public opinion of Poles. Where should your brand be visible to make a real impact? Let’s break down the list of Poland’s most influential media channels!

Table of contents:

The advertising market in Poland – key statistics

The “Advertising Market Report in Poland” insights by Publicis Groupe estimate that advertising investments in 2024 increased across traditional television, online video, internet, radio, out-of-home (OOH) advertising, and cinema. However, budgets allocated to press advertising decreased by 32 million PLN.

The fastest-growing segment in Poland is outdoor advertising (for example, on billboards or ads in public transport), reaching a 5.6% market share. The highest spending was recorded in video advertising, with online video ad investments growing by over 22% compared to 2023.

Television advertising also saw a 7% increase, and cinema advertising grew by 11%. Meanwhile, the share of digital marketing in Poland (including digital search and digital non-search ad spending) remained stable at 30.6% of the Polish advertising market.

Media share in the Polish advertising market

The Polish video advertising market

According to data from Publicis Groupe’s analysis, video ads account for 54% of the Polish advertising market. For years, traditional television has dominated revenues in this segment, maintaining a 71.7% share. The second-largest segment is in-stream video advertising, including on social media (YouTube, Meta, TikTok) video ads, and short-form videos on news portals and websites. The entire segment of video ad budgets on social media grew by 25.7% in 2024.

Among social media platforms, YouTube remains the leader in terms of viewership. It serves as both an entertainment source and a powerful search engine. YouTube ads can be skippable, non-skippable, or embedded within longer content, offering diverse opportunities to tell stories.

Poles also love streaming services such as Max and Netflix. Investments in streaming video advertising increased by over 9% in 2024. It reflects the growing importance of these platforms in brand communication strategies. They attract premium audiences – often younger, tech-savvy, up-to-date, and highly engaged. 

Advertising in the Polish internet market

The value of online advertising investments (excluding online video) reached 2.746 billion PLN in 2024, making a dynamic increase. The apparent leader in this segment remains the Google network. It consistently maintains a 27% market share.

Social Media

When it comes to digital non-search advertising, display formats on Meta – including Facebook, Instagram, and Messenger – take the top spot. These formats have recently experienced a renaissance. The driving force behind this is the increasing role of artificial intelligence in advertising strategies.

The most popular social media platforms in Poland

AI tools have enabled better campaign optimization, allowing brands to target their audiences and improve ROI precisely. Additionally, it supports the creation process, allowing marketers to test and adapt ads in real-time.

According to the Reuters Institute Digital Report, the social media platforms with the largest overall reach in Poland are Facebook, YouTube, Messenger, WhatsApp, Instagram, and TikTok. 

Internet portals

Online media plays a massive role in shaping public opinion, driving trends, and influencing consumer behaviour. The most popular horizontal portals are WP.pl, Onet.pl, Interia.pl, RMF24.pl, and TVN24.pl, attract millions of Poles daily offering brands many visibility and engagement opportunities. These websites are often the go-to source for people looking for news, entertainment, or weather updates.

Types of promotions on horizontal portals

  • Display advertising – banners and pop-up ads that capture immediate attention.
  • Sponsored content – articles or videos that blend into the portal’s editorial style.
  • Native articles – promotional pieces that match the website and drive engagement without feeling intrusive.
  • Video – websites like TVN24.pl and Polsatnews.pl offer pre-roll and mid-roll advertising slots in their multimedia content.
The most popular online portals in Poland

Additionally, partnerships with high-traffic niche portals such as OKO.press allow brands to tailor their communication to specific audience segments. For campaigns aiming for regional reach, websites like NaszeMiasto.pl offer targeted advertising options.

The Polish TV advertising market

The top three TV stations in Poland (in terms of audience share) are Polsat, TVP1, and TVN.  Their viewer numbers change slightly each month, but these channels have led the market for many years. According to the latest viewership data, Polsat dominates daytime programming and TVN leads during prime-time evening slots. Just behind the top three are channels such as TVP2, TVN24, TVN7, TV4, TV Puls, TV6, and Republika.

Regarding the most influential TV stations (most frequently quoted by other media), the long-standing leader is the news station TVN24. Right behind it are Polsat News, TVP Info, Telewizja Republika, and Polsat Sport.

The most frequently quoted TV channels in Poland

According to a gemiusAdReal study from November 2024, the pharmaceutical industry was the most active sector in advertising, reaching 91.51% of Poland’s population aged 7 to 75 in just one month. The retail sector came in second (with 91.49% reach), followed by the food industry at 91.44% reach.

Advertising on leading TV networks is one of the most effective ways to achieve mass reach. However, it has a significant price tag, especially during prime-time slots. Prime viewing hours, typically between 6 PM and 10 PM, is the golden window for TV advertising in Poland.

Commercial breaks during flagship shows, news programs, or entertainment formats are competitive and come with premium rates. A 30-second ad spot during these hours can cost tens or even hundreds of thousands of złoty, depending on the program’s popularity and the season (Christmas campaigns can even double these rates). 

Polish TV networks do not just offer regular ad slots. They also have sponsorship deals for popular shows and product placements in series and reality programs. These methods make the brand part of the show, helping viewers see it naturally without interrupting their watching experience.

The Polish radio advertising market

In 2024, the growth rate of radio advertising budget noticeably slowed down. Despite declining audience share, RMF FM remains the leader of the Polish radio market. In second place is Radio ZET, which recorded a 1.6 percentage point increase in advertising market share – the largest growth among all radio stations in 2024. In third place is Radio Eska, part of the TIME Group publisher, with steady listenership over the years.

The ranking of the most influential radio stations in Poland looks slightly different. RMF FM holds the top spot, followed by Radio ZET in second, Polish Radio Program 1 (Jedynka) in third place, and Radio Tok FM in fourth. 

The most frequently quoted radio stations in Poland

When it comes to advertising budget growth, the retail sector saw the most significant increase. Brands have spent an impressive 25.5 million PLN more than in 2023. The pharmaceutical industry holds second place, while the leisure sector comes third, having increased its radio ad budget by 5.1 million PLN.

Radio in Poland has its version of prime time, with the morning commute (6 AM–9 AM) and afternoon drive time (3 PM–6 PM). These hours are the most popular for ads and come with higher costs, but they guarantee a large and engaged audience. Stations such as RMF FM and Radio ZET dominate nationwide campaigns, making them ideal for brands looking for mass exposure. Smaller stations and local branches of networks (like Eska) offer cheaper options for companies targeting specific cities or regions.

In addition to standard ad spots, Polish radio stations provide opportunities for program sponsorships, where a brand can become associated with a specific show, segment, or time slot.

The Polish press advertising market

The most trusted and frequently cited newspapers in Poland are Rzeczpospolita, Gazeta Wyborcza, and Dziennik Gazeta Prawna. Following them are tabloid-style dailies such as Fakt and Super Express.

However, advertising expenditure in newspapers has decreased by 20.2% in 2024. 11 sectors have reduced their advertising budgets, including business services, public campaigns, foundations, political parties, real estate, education, and heating services.

Advertising budgets have also shrunk across weekly, biweekly, monthly, and bimonthly publications. However, if you are considering promoting your brand in these outlets, reach the most popular titles, such as Newsweek, Viva, Wprost, Polityka, Forbes, or Press.

Magazine investments – including well-known titles like Twój Styl, Zwierciadło, Elle, Pani, and Vogue – have also dropped by 12.8% over the past year. The total volume of advertising pages in magazines has decreased by 10.9%. The retail sector had the biggest drop in ad spending, while the clothing and accessories sector saw the biggest increase. Clothing brands spent 1 million PLN more on ads compared to 2023.

The most frequently quoted press titles in Poland

Despite the decline in advertising budgets, print media remains a valuable place for brands looking to build authority and long-term presence. Newspapers like Rzeczpospolita and Gazeta Wyborcza are viewed as authoritative sources of information, especially among business professionals and politically engaged readers. Ads in these outlets gain credibility through their reputation. They can be a good choice for premium brands or financial services.

On the other hand, magazines offer access to highly segmented, loyal audiences with specific interests, such as fashion, luxury goods, lifestyle, or professional development. These readers are often wealthier and quite brand-aware. It makes them perfect customers for premium products.

Advertisement formats in print media:

  • Full-page ads – high-impact visuals and clear messaging.
  • Sponsored articles – branded content integrated into editorial themes.
  • Classified ads – good for local services, real estate, or job postings.
  • Cover wraps – premium positioning that guarantees maximum visibility.

To promote your brand in Poland, it is important to understand the nuances of TV, radio, print, and digital media. Cooperating with All 4 Comms, an experienced Polish PR agency, ensures expert guidance across diverse media channels. Follow our blog and check out for more tips, or contact us to maximize your media strategy!