Advertising market to grow by 2.8% in 2015

The Polish advertising market will grow by 2.8 percent year-on-year in terms of value, an increase of 0.4 percentage points compared with a previous survey conducted in March, and will total around PLN 6.9 billion in 2015 (an increase of PLN 200 million), according to media house ZenithOptimedia Group. ZenithOptimedia estimates that companies will spend more on TV commercials (an estimated increase of 2.9 percent y/y, a growth of 0.3 pp), internet advertisements (an estimated increase of 10.7 percent y/y) and radio (an estimated increase of 5.5 percent y/y, whereas it stood at 2.7 percent in March). Compared to last year's expenditures, advertising  in cinemas will grow by 1.1 percent. In the case of dailies and magazines, the market will shrink by 17.4 percent (previously it stood at 19.6 percent) and 14.5 percent (15 percent before), accordingly.