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

Children and communication with machines. Experiment by SWPS researchers

SWPS
How do primary school students treat humanoid robots? Researchers from SWPS University have shown that in most cases, children relate to robots politely, and younger children and girls more often perceive them as possessing human characteristics.

Streaming platforms in Poland. What criteria determine the choice

Paweł Sobczak
Price, indicated by 54.2% of respondents, and subject matter (54% of indications) are the most important factors influencing users' choice of content on streaming services. The service brand is mentioned by 18.1% of those surveyed.

Yellow Badge. Jan Bluz's documentary on political prisoners in Belarus

BARD
Imagine writing three posts on a social networking site. For a few clicks on a keyboard, you get three years in a penal colony. Sounds like a grim joke? For political prisoners in Belarus, this is the reality that Jan Bluz shows in the documentary "Yellow Badge", produced with the support of the Pulitzer Center.

See articles on a similar topic:

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.

Women in media 2025. Editorial power knows no equality

KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.

Safari Surpasses Opera. A New Shift in the Browser Market in Poland

Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.

How do we assess news credibility? Data analysis from 40 countries

Krzysztof Fiedorek
Are people defenseless against false information? Do they really fall for clickbait and fake news? A meta-analysis of 67 studies involving 200,000 people shows the problem is different than we thought. Instead of excessive gullibility, we are dealing with the opposite.

More in the section: Media industry