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Ad market expecting a rebound in 2014

16th December 2013
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After years of decline, the advertising market should finally see growth, albeit modest, in 2014

The value of the Polish advertising market is expected to increase by 1.2 percent in 2014 to zł.6.46 billion. In 2013 it will decline by 5.6 percent year-on-year overall and amount to zł.6.37 billion net, according to a forecast published by ZenithOptimedia. That is still an improvement over the forecast from three months ago, which saw the market decline by 6 percent this year. 

Courtesy of ZenithOptimedia

The market has been showing clear signs of recovery in recent months, said Monika Bronowska, CEO of ZenithOptimedia Group. “There are 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,” Ms Bronowska added.

Ups and downs

In Poland, television and radio advertising will both see a rebound next year. After finishing this year with a drop of 5.1 and 4.4 percent respectively, they will see growth in 2014, by 1.1 and 1.3 percent respectively.

Internet and cinema advertising will be the only market segments to see growth in 2013. The online ad market will increase by 7.3 percent this year and by another 12.2 percent next year, while cinema advertising will grow by 1.8 percent annually both in 2013 and 2014.

News is less optimistic for the press advertising segment, which will see a strong decline this year as well as next year. 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 amount to just 0.9 percent.

Beata Socha

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