Advertising market will grow by 2.4% in 2015

The Polish advertising market will grow by 2.4 percent year-on-year in terms of value and will total around PLN 6.7 billion in 2015, according to media house ZenithOptimedia Group. The company forecast in December that the sector will grow by 2.7 percent. ZenithOptimedia estimates that companies will spend more on TV commercials (an estimated increase of 2.6 percent y/y), internet advertisements (an estimated increase of 10.7 percent y/y) and radio (an estimated increase of 2.7 percent y/y). 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 19.6 percent and 15 percent, accordingly.