Top online advertisers
The most active digital advertiser in November 2024 was the Media Expert brand, which generated 4.66 billion online advertising contacts, reaching 82.42% of Poles aged 7 to 75. In second place was Temu with 3.85 billion contacts and 81.18% reach. Third place on the podium belonged to Allegro.pl (3.31 billion contacts and 82.45% reach). The TOP 10 brands ranking is closed by ERLI, which recorded 0.82 billion advertising contacts.
The first place of the display advertising spending list in November 2024 was occupied by the Media Expert brand – its share of spending among all brands was 6.4%. In second place was the Allegro brand with a 4.36% share, while the podium is rounded off by Apart (3.52% share).
The second place was occupied by the Allegro brand with a 4.36% share.
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Data on online spending represent values estimated on the basis of publishers’ price lists, where all activities were calculated at the CPM (cost per mile) rate. They are calculated for display activity, on PC and Mobile platforms, excluding video and social media/search engines, Gemius stipulates.
TV advertising market
In November, the “Pharmaceuticals” industry was the most active advertiser on TV.
The most active advertiser on TV in November was the Lidl brand. It generated 1.88 billion advertising contacts, reaching 86.81% of Poles aged 7 to 75. In second place was Media Expert (1.86 billion advertising contacts and 86.59% reach), while in third place was Carrefour (0.91 billion contacts and 80.20% reach). In 10th place in the presented ranking was the T-Mobile brand with 0.71 billion advertising contacts and 81.32% reach in the 7-75 population.
In terms of estimated TV ad spending, the Lidl brand came in first place – its share of spending was 3.07% – and Media Expert came in second, with a 3.06% share. Third place belonged to Kinder, with a share of 1.60%.
Who advertised on radio
In radio, the industry with the highest number of advertising contacts in November was “Trade.” In second and third place were the “Pharmaceuticals” and “Automotive” industries.
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The most active advertiser on the radio in November was again the Media Expert brand – it generated 3.37 billion advertising contacts, reaching 88.86% of Poles aged 7 to 75. In second place was RTV Euro AGD (1.63 billion advertising contacts, 86.13% reach), and in third place was oponeo.pl (0.86 billion contacts, 83.56% reach). The TOP 10 list is closed by the Carrefour brand (0.36 billion contacts and 82% reach).
The highest share of radio advertising expenditures in November was held by the Media Expert brand (13.48%). The next places belong to RTV Euro AGD (6.88%) and oponeo.pl (2.48%).
The highest share of radio ad spending in November belonged to Media Expert (13.48%).
