Poland's ad market seen recovering in 2014
April 8, 2014
Poland's ad market is expected to show a slight growth in 2014 and a clear rebound in 2015 as advertisers expand their marketing budgets, Ringier Axel Springer Polska and Grupa Onet's ad sales unit Media Impact CEO Jacek Dziecielak said on Monday.
"The year 2014 will still be pretty tough due attempts at trend reversal," Dziecielak said. "I think that major TV broadcasters started to communicate price policy changes a little too late. Such positive communication kicked off in November 2013, when most media budgets by advertisers had already been closed."
The fact that trend reversal is happening is reflected in TV broadcasters' results, according to Dziecielak.
"TV advertising will rebound slightly this year, while the year 2015 should bring a significant improvement," he said. "I expect that advertisers' budgets on TV ads will have to increase by around 10-20%. That will account for the rise of funds on the entire market."
Press ad market declines should slow down in 2014, Impact Media CEO said, forecasting a 10% fall for dailies and a stabilization or a low single-digit decline for magazines.
"At Media Impact Polska we are convinced that Polish press will remain an important communications channel for advertisers," he said. "2014 may be a little better year on year for the press and the sales declines will be certainly lower."
Online ad market can also expect positive changes in 2014, particularly in display and video segments, Dziecialak said.
Poland's ad market is likely to grow 1.8% to PLN 6.51 billion in 2014, wirtualnemedia.pl reported on Monday, citing forecasts by media house ZenithOptimedia.
The forecast constitutes a slight upgrade to the former forecast for 1.4% growth, announced in late 2013.
Internet ad market will be the fastest growing segment, with growth forecast at 12.2%.
TV ads market is expected to grow 2.1%, with a higher share of theme channels in the pool. Similar low single-digit increases are expected for radio ads (1.3%) and cinemas (1.8%). A slight decline of 0.9% is expected for outdoor ads.
Printed press will continue suffering deep declines in ad sales: magazines by 14.9% and dailies by 16.1%, the media house said.