Observed Signal · Aug 25, 2026 · Corporate Update · Source: Gemius · Impact: 3/5
The advertising market in Poland – July 2026
Gemius published its gemiusAdReal cross-media advertising report for July 2026, covering internet, television, and radio in Poland. The Trade sector led online and radio ad exposures, while Pharmaceuticals led TV. Allegro was the top digital advertiser, Lidl the top TV advertiser, and Media Expert the top radio advertiser.
This report provides cross-media advertising benchmarks for Poland, a key European ad market, and highlights which brands and sectors are investing heavily across digital, TV, and radio.
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Key Takeaways & Evidence Grounding
- In July 2026, Gemius recorded 77.5 billion online ad impressions, reaching 87.62% of Poles aged 7 to 75.
- The Trade sector generated 31.1 billion online ad exposures, a 40.2% Share of Voice.
- Allegro was the top online advertiser with 3.8 billion ad contacts and 80.3% reach.
- Lidl was the top TV advertiser with over 2.7 billion contacts and 88.7% reach.
- Media Expert was the top radio advertiser with nearly 3.8 billion contacts and approximately 86.3% reach.
Connected Companies & Entities
“Gemius is the publisher of the gemiusAdReal cross-media advertising market study covering internet, television, and radio.”
“Allegro was the most active digital advertiser in July 2026, generating 3.8 billion online ad contacts.”
“Lidl was the most active TV advertiser in July 2026 with over 2.7 billion TV advertising contacts and ranked second in radio advertising.”
“Rossmann ranked third in digital advertising and third in estimated TV advertising expenditure share with 2.6%.”
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