The employment in the advertising and market research sector in Poland demonstrated significant fluctuations from 2013 to 2023. A rapid increase was observed until 2016, followed by a sharp decline in 2017 and 2018. Recovery began in 2019, stabilizing with moderate growth from 2020 onwards. In 2023, the industry employed approximately 53.8 thousand persons, reflecting a relatively modest year-on-year increase. The five-year CAGR leading to 2023 indicated a growth of 1.64% annually.
Forecasts predict a continued steady growth, with the number of employees increasing to 55.1 thousand by 2028. The forecasted five-year CAGR is anticipated to be 0.37%, which translates to a total growth rate of 1.85% over the period.
Future trends to watch for include the impact of technological advancements, shifting consumer preferences, and the potential influence of economic conditions on advertising spending, which could affect employment in the sector.