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2 clusters · 2 sources · 27 days · First seen · Last updated

Polish advertising market trends and consumer behavior

Overview

Research into the Polish retail media landscape indicates that in-store advertising significantly influences consumer behavior. A study by UCE Research and MyShopTV found that 48.6% of nearly 1,000 surveyed shoppers noticed in-store media, with approximately half of those respondents reporting an impact on their buying decisions. Specifically, 16.2% made a purchase during the same visit, while 32.4% indicated the ads prompted future purchases.

Broadening to the national advertising market, data from the first half of 2026 shows a 5.6% year-over-year growth, reaching a net value of nearly 7.1 billion PLN. This growth is characterized by a heavy shift toward digital channels, which now account for 82.7% of the market. The retail industry has emerged as a leader in investment growth, while sectors such as food and beverages have seen reductions in advertising budgets.

Entities

MyShopTV · Maciej Tygielski · Publicis Groupe Polska · Poland · UCE Research

Timeline

  1. 19 days ago

    [BUSINESS] 2 sources
    Poland advertising market grows 5.6% to 7.1 billion PLN

    Poland's advertising market grew 5.6% to nearly 7.1 billion PLN in H1 2026, driven by retail and digital video while linear TV and food sectors saw declines.

  2. about 2 months ago

    [BUSINESS] 2 sources
    Polish Retail Media Study Shows Ads Influence 48% of Shoppers

    A Polish study by UCE Research and MyShopTV finds 48.6% of shoppers notice in‑store ads; half of those say the ads affect purchases, with 16.2% buying instantly and many planning later buys.

Sources

moto.egospodarka.pl · wirtualnemedia.pl