Advertising expenses seen growing by up to 1.2% y/y
The value of spending on advertising in Poland is expected to grow by 0.9-1.2 percent year-on-year to PLN 7.08 billion in 2014, according to estimates from Starlink, quoted by Rzeczpospolita. The firm had earlier seen growth at 0.5-0.9 percent.
Starlink said that is has raised the forecast following good economic data and optimism among marketers. The worst is behind the sector, but return to growth will not be free from cost-cutting pressure, the company said.
In the first quarter of 2014 the value of advertising expenses was PLN 1.59 billion, up by 0.9 percent y/y, Starlink also said. The value grew in the internet segment (by 5.9 percent), radio (by 5.7 percent) and television (by 4.7 percent). Expenses declined in the press segment (by 23 percent in newspapers and 17.2 percent in magazines), cinemas (by 16.3 percent) and in outdoor advertising (by 3.6 percent).
