COVID-Skeptics in Media. Dentsu Agency Study

Photo: Anna Shvets from Pexels

However, Poles are fatigued by the flood of information about the pandemic threat, as indicated by research from the Dentsu agency. Despite this, most do not downplay the significance of the pandemic or the risks of infections. COVID-skepticism remains noticeable but constitutes only about 8% of mentions related to the word "coronavirus."

Dentsu`s research highlights the varied perceptions of the pandemic: some people believe in conspiracy theories, while others have not left their homes for weeks for fear of infection. Social distancing is observed by 36% of Poles, but 20% disregard the rule entirely. Wearing masks is especially important to those aged 40–59, with 47% believing it helps mitigate the risk (compared to 39% overall). However, 17% consider the virus entirely harmless.

- "COVID-skepticism is highly visible, even though it makes up only about 8% of mentions related to `coronavirus.` Due to its polarizing nature and the fact that beliefs about the pandemic have caused divisions, it generates heated discussions and strong engagement among internet users, making it more noticeable," explains Jacek Studziński, Senior Strategy Planner at Dentsu, to Newseria Biznes.


Between February 20 and September 17, the Polish internet recorded nearly 6 million mentions containing the word "coronavirus." The peak occurred in mid-March during the introduction of epidemic threat measures, school closures, and border shutdowns. Discussions on the "patient zero" case in Poland began on March 12, and by April, pandemic marginalization was one of the top five themes in online debates.

- "Conspiracy theories surrounding the pandemic are numerous. The most visible ones are the `plandemic` theory, which alleges a global corporate conspiracy aimed at depopulation and enslavement, and the claim that 5G network expansion harms immunity or spreads the virus. Other theories include claims that temperature checks harm the pineal gland or that wearing masks leads to lung fungus," adds Studziński.

Where Poles Source Pandemic Information

Poles primarily get information about the pandemic from the internet. Dentsu`s research reveals a significant increase in media consumption—both digital and traditional—caused by COVID-19. In March, 90% of Poles sourced pandemic updates online, compared to 78% from television. However, usage of both channels decreased in the following months.

- "Poles turn to the internet for pandemic-related information, as they do for any other topic," observes Paulina Gadowska, Senior Research Analyst at DDS, part of Dentsu. - "At the start of the pandemic, television and internet usage spiked. Currently, there’s noticeable fatigue from the excess of information."

What Information Do Poles Want During the Pandemic?

According to a survey by LoveBrands Relations, an integrated strategic communication agency, 77% of Poles want more non-COVID-related news in the media. Media consumers, confined to their homes, desire more entertainment, economic updates, sports news, and cooking tips.


Key trends identified in the study include:

• Nearly half of Poles want more news unrelated to the pandemic. Only one in five prefers to stay focused on COVID-19 information. A staggering 77% admit feeling weary of the topic and seek alternative news.
• Close to 60% of respondents expressed a need for entertainment. This aligns with the surge in streaming service popularity and measures taken to reduce streaming quality to ease internet congestion. Amid uncertainty, Poles also increasingly seek economic information (53.6%).