The most influential media and media relations in Poland

Managing media relations in Poland is straightforward. Here are the top channels to consider when launching your brand in Poland!

The Palace of Culture and Science in Warsaw stands tall against a muted sky

Media relations in Poland - Television is still a strong player

Television remains a dominant force in Polish media. Major TV networks such as TVP, Polsat and TVN continue to command large audiences, particularly for news, entertainment and sports broadcasts. Brands investing in TV advertising benefit from high reach and credibility, making it a powerful medium for mass-market campaigns.

Logo of TVP (Telewizja Polska), the national television broadcaster of Poland

Digital video content becomes the growing giant

With video content consumption rising, digital content and digitadvertising is an essential part of brand promotion in Poland. Platforms such as YouTube, Facebook, Instagram and TikTok are leading the way in in-stream advertising. The ability to target specific demographics, track engagement and easily report precise results makes digital video advertising highly effective, especially among younger audiences.

Search and display advertising

Google holds a significant share of the online advertising market in Poland. Search engine marketing (SEM) and display advertising allow businesses to reach consumers actively searching for products or services. Google Ads, combined with local SEO strategies, enhance brand visibility and drive conversions.

Social media

Social media platforms such as Facebook, Instagram, TikTok and LinkedIn are crucial for brand interaction and engagement. Poles actively use these platforms for entertainment, shopping and communication. Influencer marketing has also gained traction, with brands collaborating with Polish influencers to build authenticity and trust.

Radio and print media: niche but effective

While digital media dominates, traditional formats like radio and print still have influence in certain segments. Radio stations such as RMF FM and Radio Zet reach commuters and regional audiences, making them effective for localised campaigns. Print media, particularly industry-specific magazines and newspapers like Gazeta Wyborcza, remains relevant for targeting professionals and older demographics.

Outdoor and transit advertising

Billboards, transit ads and digital screens in urban centers like Warsaw, Kraków, and Wrocław provide high visibility for brands. Outdoor advertising is particularly effective for retail, real estate, and event promotion as it reaches a broad audience in public spaces.

Commuters wait at Warsaw's bustling bus station, surrounded by vibrant outdoor ads

To succeed in Poland’s competitive market, brands must adopt a multi-channel advertising strategy. Television and digital video ads provide mass reach, while search and social media advertising offer precise targeting. Meanwhile, traditional media like radio, print, and outdoor ads remain valuable for specific audiences. By leveraging these influential media platforms, brands can effectively build their presence and connect with Polish market.

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