In the advertising sector in Poland, turnover in 2023 stood at 34.48 billion Zloty, showing a 3.57% year-on-year increase from 2022. Over the last two years from 2021 to 2023, there was an average year-on-year growth of approximately 3.66%. The Compound Annual Growth Rate (CAGR) over the past five years stands at 0.51%, indicating modest growth in the sector during this period.
Key highlights over the historical period include:
- A significant increase in 2015 with a 17.75% rise in turnover.
- A peak in 2017 with 11.69% year-on-year growth, reaching a turnover of 34.37 billion Zloty.
- A decline in turnover in 2018 and 2019, and a notable drop in 2020 with a -6.35% year-on-year change, likely affected by global factors such as the COVID-19 pandemic.
- Recovery in 2021 to 2023 with a steady average growth rate exceeding 3% each year.
Looking ahead, the forecast for the advertising sector indicates a positive trend with steady growth. By 2028, the turnover is expected to reach 40.25 billion Zloty, with a forecasted five-year CAGR of 2.45% and an overall growth rate of 12.88% from 2023. Future trends to watch for include the impact of digital transformation, shifts in consumer behavior towards digital platforms, and potential economic fluctuations that may affect advertising expenditures.
