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The Warsaw Voice » Business » May 20, 2014
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Retailers’ ad spending growth expected to hold flat in 2014
May 20, 2014   
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Poland's retailers may keep their 2014 advertising spending at levels similar to the 2013 figure of PLN 1.13 billion, head of media house Equinox Jakub Potrzebowski told the daily Puls Biznesu.

In 2013 retailers' ad spending grew by a hefty 31%, Equinox estimates basing on Kantar Media data.

Growth in spending in 2014 may come from health and beauty retailers such as Super-Pharm and Rossmann, who may make it before Hebe, a unit of Jeronimo Martins, makes its expected move to the advertising market, Potrzebowski said.

TV should remain the retailers' favorite advertising channel (59.2% market share for retail advertisers in 2013), but radio may see its share rise if TV advertisers resort to price increases, the expert said.

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