The value of the Polish advertising market will decline by 5.6 percent year-on-year in 2013 and amount to zł.3.37 billion net, according to a forecast published by ZenithOptimedia. In 2014 the market is expected to rebound and grow by 1.2 percent.
“There is a number of factors pointing to a slow increase in the advertising market, with optimistic signals coming from gradual economic recovery as well as from advertisers themselves,” said Monika Bronowska, CEO ZenithOptimedia Group.
Television advertising is expected to decline in value by 5.1 percent in 2013 and then grow by 1.1 percent in 2014, ZenithOptimedia said. Radio advertising will fall by 4.4 percent this year and then grow by 1.3 percent.
Online advertising will grow by 7.3 percent this year and by 12.2 percent next year. Cinema advertising is also seen growing – by 1.8 percent annually both in 2013 and 2014.
Press advertising will continue its decline. The value of the dailies segment will drop by 25.2 percent in 2013 and by 16.1 percent in 2014. In the magazines segment the annual declines will be 21 and 14.9 percent.
In the outdoor advertising segment, there is an 11.2 percent decline expected in 2013. However in 2014, the annual decline will only be 11.2 percent.
From Warsaw Business Journal
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