Poland’s TV ad spend, along with ad spend as a whole, is set to fall by 5.9% this year, according to data produced ZenithOptimedia.
Published by Wirtualne Media, the data predicts that the TV ad market this year will be worth PLN7.293 billion (€1.779 billion), as opposed to PLN7.753 billion in 2008.
Previous estimates had put the fall at 4.2%. The biggest projected fall is expected to be in the newspaper sector (-17.7%), while the only growth will be seen in the internet (+14.7%).
Interestingly, while TV will account for 52% of total ad spend in Poland this year, the internet will be the second most lucrative medium (12%), followed by magazines (11%), outdoor (9%) and newspapers(8%).