# Polish advertising market trends and consumer behavior

> Live situation record from CLSTR: https://clstr.news/situations/polish-advertising-market-trends-and-consumer-behavior
> Updated: 2026-08-26T03:22:10.000Z. Sources: 2. Developments: 2.

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.

## Timeline

### 2026-08-26: 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 sources. https://clstr.news/cluster/poland-advertising-market-grows-56-to-71-billion-pln

### 2026-07-30: 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.

2 sources. https://clstr.news/cluster/polish-retail-media-study-shows-ads-influence-48-of-shoppers

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Cite as: Polish advertising market trends and consumer behavior. CLSTR, https://clstr.news/situations/polish-advertising-market-trends-and-consumer-behavior