From 2013 to 2023, the production value of advertising and market research in Poland exhibited fluctuations but showed moderate growth overall. The year 2023 saw the value standing at 7.57 billion Euros. Notable sharp increases were observed in 2016 (+24.14%) and 2017 (+15.11%), but subsequent years experienced several dips, such as in 2019 (-5.03%) and 2020 (-3.8%). The CAGR over the last 5 years (2019-2023) was -1.22%, reflecting a challenging period for the industry.
Future trends to watch for include:
• Continued modest growth, with forecasted CAGR of 0.71% from 2024 to 2028.
• Increasing adoption of digital advertising and integrated marketing strategies to drive value.
• Market adaptations to economic fluctuations and digital transformation trends.
