The advertising and market research sector in Poland experienced fluctuating growth from 2013 to 2023. Despite a notable downturn in 2014 and 2020, the sector showed resilience by bouncing back in subsequent years. In 2023, the turnover reached 36.36 billion Zloty, reflecting a modest 2.26% year-on-year increase. The sector’s average annual growth rate (CAGR) over the last five years was marginal at 0.082%. Looking forward, forecasts predict a steady upward trend with an expected CAGR of 1.62% from 2024 to 2028, translating to an 8.36% growth over that period.
Future trends to watch include the increasing digitalization of advertising, the adoption of AI and data analytics in market research, and the rise of personalized and targeted marketing campaigns. These trends are poised to drive innovation and growth in the sector.
