In the years leading up to 2023, the production volumes of advertising and market research in Poland exhibited notable fluctuations. A significant downturn occurred in 2020 with a -14.68% year-on-year change, likely due to the global pandemic. However, the sector showed resilience, rebounding with a 23.69% increase in 2021.
By 2023, the market was valued at 48.93 billion Zloty, showcasing a steady recovery and growth with a 2.43% year-on-year increase. Over the past five years leading to 2023, the industry experienced an average compound annual growth rate (CAGR) of 2.15%.
The forecast indicates a continued upward trajectory, with an anticipated CAGR of 1.84% from 2024 to 2028, reaching a production volume of 55 billion Zloty by 2028, equating to an overall growth rate of 9.54% over this forecast period.
Future trends to watch for include the increasing digitalization of advertising platforms, the integration of advanced analytics in market research, and the potential impact of economic shifts on advertising spend. Additionally, the evolution of consumer behavior and technological advancements are likely to play crucial roles in shaping the industry’s future landscape.
