Poland's ad market to grow by 3.2% in 2016

Poland's net advertising is to grow by 3.2 percent in 2016, reaching a total of PLN 6.94 bln, with the fastest pace of growth expected in online advertising, ZenithOptimedia said in a report. The TV ad market may grow by some 2.6 percent next year after the expected growth of 2.9 percent in 2015, the report said. "Transforming public media . . . into institutions realizing a public mission and the introduction of a nationwide audiovisual fee may impact the viewership levels of particular channels as well as the price level," the report reads. The online advertising segment will enjoy the fastest growth of 10.6 percent y/y next year after a 10.7 percent increase in 2015. Radio ad spending should increase by 4.8 percent next year after expected 5.5 percent growth in 2015, the report further shows.