Poland’s ad market is likely to grow by 1.2% this year, with the internet rather than TV leading the recovery.
Data produced by ZenithOptimedia and published by Wirtualne Media forecasts that the internet will grow by 13.6% in 2010, while the worst performing medium will be print.
TV will still account for the most ad spend in 2010 (52%), followed by the internet (13%), magazines (10%), outdoor (9%), newspapers (8%) and radio (7%).
The recovery will only start in Q3 this year and get under way in earnest in 2012, when Poland co-hosts the Euro 2012 football tournament.