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

New generations and the end of traditional news. Reuters Institute report

Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.

TVs in Europe, the USA and China. What and how we watch on them

Paweł Sobczak
The Living Room Study shows significant differences in video content consumption across different regions of the world. This is the result of diverse media ecosystems shaped by decades of local broadcasting, channel availability, and strong cultural factors.

Cinema in the era of algorithms and AI

Arkadiusz Murenia
Will artificial intelligence kill the creativity of filmmakers? The most honest answer is: no, AI is unlikely to kill the creativity of filmmakers, but it will very clearly change the place where this creativity manifests itself and, above all, how.

See articles on a similar topic:

AI changes the game. A new face of internet search

KFi
Half of consumers in the US already use AI-powered search. By 2028, purchase decisions worth $750 billion will be made through AI. These findings come from McKinsey’s report "Winning in the age of AI search".

Zero-click search 2025. The even bigger end of clicking in search engines

Bartłomiej Dwornik
Google is giving up its role as a web signpost. More and more, it wants to be the destination of the whole journey. ChatGPT and Perplexity are hot on its heels, changing the rules of the search game. AI Overviews is a card from the same deck. Only content creators are losing ground in this race.

Video Games Drive Europe. Record Number of Players in 2023

BARD
The video game market in Europe reached a value of €25.7 billion in 2023, marking a 5% increase compared to the previous year. Video Games Europe and the European Games Developer Federation released the report "All About Video Games – European Key Facts 2023".

Artificial Intelligence is ALREADY Outperforming Humans in Creativity

Krzysztof Fiedorek
ChatGPT, an AI model based on the GPT-4 engine, achieved better results than the vast majority of students in the standard Torrance Test of Creative Thinking (TTCT), which evaluates creativity. The study was conducted by researchers from the University of Montana.

More in the section: Media industry