7.06.2021 Media market

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.

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.

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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.

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