po polsku
- 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: PBCAnother 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.
COMMERCIAL BREAK
New articles in section Media industry
Freelancers 2025 in media and advertising. Useme report
Krzysztof Fiedorek
The modern media and communication market presents entirely new challenges for independent creators. Traditional services are giving way to more complex forms of messaging. The most popular industries in which Polish freelancers operate focus on companies' online presence and visual content.
Video content in Poland. What and how we watch
Paweł Sobczak
Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
How artificial intelligence misrepresents the news. PBC analysis
Sylwia Markowska
In news summaries generated by the most popular models in Polish, as many as 46% of responses contained at least one significant error, 27% had serious issues with sources (missing, misleading, or incorrect), and 19% contained hallucinations and outdated information.
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COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
The Podcast Market in Poland. Research by Wprost and Tandem Media
Krzysztof Fiedorek
How many Polish internet users listen to podcasts? Where and how do we listen? How and why do we choose episodes? Two major studies on this topic were recently released. One by Wprost, the other by Tandem Media from Agora Radio Group. We present both for data comparison and insights.
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Fake News and Disinformation in Poland. Scale, Impact and Future
Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?
