Poland’s ad market is likely to be worth PLN7.431 billion (€1.697 billion) this year, or 4.1% less than in 2008.
The forecast, which was made by ZenithOptimedia and published by Wirtualne Media, goes on to say that the contraction in TV ad spend will also be 4.1%, the total falling to PLN3.849 billion in 2009.
The biggest fall is nevertheless likely to be in the newspaper sector (down by 14.6%), while the internet will grow by 16.8% to reach PLN862 million.
Cinema is the only other medium likely to see increased ad expenditure in 2009.
