According to forecasts from media house Equinox Polska the Polish advertising market is set to fall by 1.5 percent in 2012, despite the upcoming Euro 2012 soccer championships, reports Rzeczpospolita.

Analysts expect the market to drop to zł.7.1 billion in 2012, from this year's zł.7.21 billion.

According to Maciej Malec, managing director at Equinox Polska, the trend of cutting expenditure on advertising in large companies and the deepening economic crisis in Europe and in Poland will lead to “significant decreases advertising expenditures.”

If it were not for the Euro 2012, experts say Poland's advertising market would contract even further.

Meanwhile in 2011, Equinox forecasts the Polish advertising market will grow by 3-3.5 percent, with advertising budgets coming mainly from companies in the telecommunications, food manufacturing, pharmaceutics, hygiene and personal care sectors, and trading companies.

Poland A.M.