Thematic channels may account for up to 20% of total TV ad spend in Poland by the end of the year if present trends continue.
The forecast was made by Lidia Kacprzycka, the head of the media house Starlink, quoted in Rzeczpospolita.
In practice, this would mean thematic channels over PLN800 million (€201.7 million) in a market that is likely to be worth more than last year’s PLN3.84 billion.
According to data produced by Nielsen Audience Measurement, Poland’s top four channels TVP1, TVP2. TVN and Polsat had a combined audience share of just under 62% in H1 this year, down from 63.2% in the corresponding period last year.
Rzeczpospolita identifies 4Fun Media and Kino Polska TV, both of which are expanding their channel portfolios, as amongst the biggest winners in the new trend.