Poland advertising market grows 5.6% to 7.1 billion PLN

The Polish advertising market grew by 5.6% year-over-year in the first half of 2026, reaching a net value of nearly 7.1 billion PLN. According to analysts at Publicis Groupe Polska, this represents an increase of approximately 376.4 million PLN compared to the previous year.

Investment trends show a significant shift toward digital channels, with the internet and online video combined accounting for 82.7% of the market. While cinema and online video saw rapid growth, linear television experienced a decline.

Sector-specific data indicates that the retail industry led investment growth, increasing spending by 107.4 million PLN (6.7%). Major contributors in this sector include Media Expert, Lidl, and Kaufland. Conversely, the food sector saw the largest reduction in advertising budgets, dropping by 50.1 million PLN (8.3%), followed by the beverages and alcohol sector, which decreased spending by 46.1 million PLN (18.1%).