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Agora SAAgora media expects dynamics of advertising spending in Poland in '25 at level of approx. 6.5-8 pct
Listed media group Agora expects the dynamics of advertising spending in Poland in the whole of 2025 to be at the level of approx. 6.5-8.5 percent, the company said in a report. The growth of the total advertising market should be similar to that observed in the whole of 2024.
Agora reported that the advertising market in Poland grew by more than 8 percent in the fourth quarter of 2024, with advertisers spending around PLN 3.99 billion (EUR 957.6 mln) to promote their products and services.
In the whole of 2024, the advertising market in Poland reached a value of approximately PLN 13.0 billion (EUR 3.1 bln) and grew by more than 9 percent compared to 2023.
"Throughout 2024, the growth rate of the advertising market was over 9 percent and reached a level slightly higher than that projected in Agora's assumptions. It is worth noting that for the whole of 2024, the value of the advertising market was more than 30 percent higher than in the record year before the COVID-19 pandemic in 2019," the report said.
The company assessed that it is uncertain to what extent the release of national recovery plan KPO funds will already affect the growth of Polish GDP, and thus the growth of the advertising market, in 2025 alone.
"Secondly, it is difficult to predict how state-owned companies and the state administration centres themselves will behave when it comes to spending on adverts and advertising. At present, it is difficult to estimate whether these funds will be less in 2025 or comparable to those in the advertising market recently," it added.
doa/ nl/