The Polish advertising market is not living up to expectations. According to forecasts by analysts from media house ZenithOptimedia, Polish companies' advertising expenses in 2011 will be a mere 2.4 percent higher than in the previous year, Dziennik Gazeta Prawna reported. The industry was hoping for an increase of around 5 percent.

"Internet is the fastest growing advertising medium, and this trend will undoubtedly continue for a long time," Jakub Potrzebowski, CEO of ZenithOptimedia Group Poland, told the newspaper.

The company expects that a significant improvement in the advertising sector will be seen no sooner than next year, when the Euro 2012 soccer championships will take place in Poland.

The value of the whole market should increase by some 5.6 percent in 2012, analysts say.

Poland AM