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The Warsaw Voice » Society » May 31, 2012
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Media in brief
May 31, 2012   
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Online Advertising Shoots Up
Spending on online advertising in Poland approached zl.1.95 billion last year, according to the IAB Polska organization of online businesses. Compared with 2010, spending increased by 22 percent.

The fastest-growing segments were advertising on search engines, which increased by 35 percent year on year, and e-mail advertising, which expanded by 26 percent. Spending on display ads, in turn, grew at a slower rate than in 2010. This segment accounted for 41 percent of the market last year, down from 44 percent in 2010. Search engine marketing accounted for a third of online advertising revenues, rising to 33 percent last year from 30 percent in 2010.

Pirated Software Costs Billions
Copyright infringement around the world cost software producers $63.4 billion last year, up from $58.8 billion in 2010. Losses caused by illegal software in Poland totaled $618 million, according to the Business Software Alliance (BSA), a trade group that represents some of the world’s largest software producers.

The majority of computer users around the world knowingly use pirated software. The figure totaled 57 percent of all users last year and 42 percent among those using PCs, according to the latest Global Software Piracy Study which the Business Software Alliance conducted among 15,000 computer users in 33 countries. As a result, software producers lost $63.4 billion last year. Illegal software is worth more in many countries than software purchased legally, the BSA says. Cases in point include China, which is only second to the United States in terms of the amount of pirated software. Illegally obtained, pirated software accounted for 77 percent of the Chinese market last year and was worth $8.9 billion while at the same time legal products were worth a mere $2.66 billion.

In Poland, a total of 46 percent of computer users admit to using pirated software and 25 percent say they do so all the time, very frequently or occasionally. Due to such attitudes, 53 percent of all software used in Poland last year was obtained from illegal sources and the value of it was estimated at a record $618 million, according to the BSA. The organization adds that even though the percentage of pirated software is decreasing in Poland, it is still 20 percentage points higher than the EU average of 33 percent.

Cashing in on Euro 2012 Commercials
Advertisers will be paying top dollar for commercials accompanying broadcasts of soccer matches during the Euro 2012 tournament. A 30-second commercial aired by Polish public television broadcaster TVP may cost up to zl.390,000. The price of a commercial broadcast during one of the three group-stage matches to be played by the Polish national team in June ranges from zl.100,000 to zl.277,000. If Poland advance to the quarterfinals, customers will be paying from zl.136,000 to zl.310,000 for a commercial broadcast with the quarterfinal match played by Poland. In the event of a semifinal played by Poland, the prices will range from zl.157,000 to zl.357,000, and if Poland will be among the teams playing in the final, the price will be zl.172,000 to zl.390,000.
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