Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa

Findings from PBC`s studies conducted between December 2019 and November 2021, as well as the "Press Readership Survey" prepared by ARC for Axel Springer Polska in May 2020, show that print media is increasingly perceived as a prestigious and elite medium. This contributes to the quality of interactions with advertisements.

• The total number of ad impressions is approximately 370 million,
• affluent individuals account for 28.4 million impressions,
• individuals in managerial positions generate 7.4 million impressions.

Source: PBC

Another key metric is ad engagement. According to PBC, print ads are highly engaging and difficult to overlook.

• 86% of readers notice print advertisements,
• the average visual contact with an ad lasts 8 seconds,
• each reader has an average of 13 ad impressions.

Trust is another factor highlighted by the study, with print advertising scoring high in this regard.

• 77% of readers consider the press a reliable medium,
• 63% find print ad content useful,
• 26% are willing to pay for access to online press content.

PBC`s reports are based on eyetracking studies covering both daily newspapers and magazines. Detailed information on the effectiveness of advertising in the most popular press titles was published in early 2021.

Share the article:

New articles in section Media industry

Information laundering. Russian propaganda returns as news from China

KFi
Russian intelligence agencies use complex tactics to mask the primary source of their harmful narratives. Patrycja Krzyśpiak from NASK details this dangerous process of information laundering in a recent report.

Health disinformation on the internet. Diagnosis from an algorithm

Katarzyna Czechowicz
Health disinformation can cause a cancer patient to see a doctor when it is too late for effective treatment. It can also undermine trust in doctors and public institutions. As a result, people may refuse to cooperate even during a real external threat, experts warn.

Feminatives are not a given. How Polish women talk about their professions

SWPS
Polish women still rarely use female job titles. This comes from the latest report by the Center for Research on Social Relations at SWPS University. Women's professional activity proved to be a significant factor in using feminatives.

See articles on a similar topic:

Work in the media. We have more recruitment offers at Reporterzy.info [LINK]

AUTOPROMOCJA Reporterzy.info
Thanks to cooperation with the recruitment website Talent.com, the database of recruitment advertisements published in Reporterzy.info has been significantly enriched. We invite you to browse current job offers and internships in the media and advertising industry from the largest Polish cities.

YouTube redefines viewer engagement. Goodbye to returning viewers

KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.

Deepfake Blurs Truth and Falsehood. Human Perception Research

KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.

Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa

BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.

More in the section: Media industry