The turnover of the advertising and market research sector in Poland stood at €8.31 billion in 2023. Over the recent two years, the sector showed modest growth with year-on-year variations of 1.59% in 2022 and 1.51% in 2023. Historically, the sector has exhibited both significant fluctuations and periods of stability. While 2015 and 2017 saw high growth rates of 16.85% and 14.74% respectively, downturns were also evident in 2018 and 2020 with contractions of 2.47% and 9.89%. Over a five-year horizon leading to 2023, the CAGR has averaged -0.44%.
Future trends to watch for include a forecasted growth rate with a 5-year CAGR of 1.02% and an overall growth rate of 5.21% by 2028. Factors such as digital transformation, increased spending in digital advertising, and evolving consumer behavior will likely impact future trajectories.
