Market Insights Advertising & Media Advertising

Cinema Advertising - Poland

Poland

Ad spending in the Cinema Advertising market is projected to reach €22.71m in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 5.96%, resulting in a projected market volume of €30.34m by 2029.
With a projected market volume of €882.80m in 2024, most revenue will be generated in the United States.
In the Cinema Advertising market, the number of viewers is expected to amount to 14.3m users by 2029.
The average ad spending per viewer in the Cinema Advertising market is projected to amount to €1.74 in 2024.

Key regions: United Kingdom, Japan, United States, Europe, Germany

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Región

Comparación de regiones

Moneda

Analyst Opinion

The Cinema Advertising market in Poland is experiencing significant growth and development.

Customer preferences: Customers in Poland are increasingly drawn to the cinema as a form of entertainment, resulting in a growing demand for cinema advertising. With a wide range of film genres and a diverse audience, cinemas provide advertisers with a unique opportunity to reach a large and captive audience. Additionally, the immersive experience of watching a movie in a theater enhances the impact of advertisements, making them more memorable and effective.

Trends in the market: One of the key trends in the cinema advertising market in Poland is the increasing use of digital technology. Digital screens and projectors have replaced traditional film reels, allowing for more dynamic and engaging advertising content. This shift towards digital advertising has also enabled advertisers to target specific audience segments more effectively, through the use of data-driven targeting and programmatic advertising. Another trend in the market is the rise of experiential advertising. Advertisers are increasingly using cinema spaces to create immersive and interactive experiences for moviegoers. This includes interactive displays, virtual reality experiences, and product sampling. By creating memorable experiences, advertisers are able to leave a lasting impression on consumers and increase brand awareness.

Local special circumstances: Poland has a strong cinema culture, with a high number of cinema admissions per capita. This provides a fertile ground for cinema advertising, as advertisers can reach a large and diverse audience. Additionally, Poland has a growing middle class with increasing disposable income, which further fuels the demand for cinema entertainment.

Underlying macroeconomic factors: The strong growth in the Polish economy has contributed to the development of the cinema advertising market. With a stable political environment and a growing consumer base, businesses are investing more in advertising to capture the attention of consumers. Furthermore, the increasing urbanization in Poland has led to the establishment of modern multiplex cinemas in major cities, providing a larger platform for cinema advertising. In conclusion, the Cinema Advertising market in Poland is experiencing growth and development due to customer preferences for cinema as a form of entertainment, the use of digital technology and experiential advertising, the strong cinema culture and growing middle class in Poland, and the underlying macroeconomic factors such as a stable political environment and urbanization.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Cinema market, which comprises revenues from box office, advertsing and concessions. The market includes both consumer and advertising spending. All monetary figures refer to consumer spending on tickets and concessions. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.