Ad market to grow by 2.3% in 2018 - report

Media house ZenithOptimedia expects Poland's advertising market to grow by 2.3 percent to PLN 7.23 billion in 2018, increasing its previous forecast of 1.9 percent growth. The growth will be fueled by major sporting events such as the Winter Olympic Games in PyeongChang and the FIFA World Cup tournament in Russia. According to the report, the online ad segment will grow by 8.1 percent, while TV segment will increase by 1.4 percent, cinema advertising will also grow by 1.6 percent. At the other end of the scale is the radio segment which will decline by 1 percent and press advertisements which will drop significantly by 12.5 percent for dailies and by 11.8 percent for magazines. Furthermore, the outdoor segment is expected to contract by 1.4 percent.