Quoting a report produced by Publicis Groupe, Wirtualne Media reports that this figure is a worst-case scenario, should the coronavirus infections continue to spread in the country.
Even in a best-case scenario it is likely to contract by 7.3%.
Poland’s ad market was worth PLN2.1 billion (€477.7 million) in Q1, or 0.5% more than in the same period last year.
Although TV was still the most lucrative media, expenditure fell by 3.1% year-on-year to PLN936 million. Internet spend, on the other hand, grew by 7.5% to PLN815 million.
While radio spend also grew, albeit by only 1% to PLN162 million, all other media saw year-on-year falls.
The report notes that although TV viewing, especially of news and children’s programming, increased in March, the first month of the pandemic, the number of commercials fell.