Tougher times for Polish TV

Poland’s TV ad market faces a difficult 2009 despite a good start to the year.

The findings of a report produced by CR Media Consulting published in Wirtualne Media suggest that total ad spend for 2009 will fall by 5.1% year-by-year in 2009 to PLN7.085 billion (€1.578 billion) – a sharp contrast with last year, when it grew by 10.5%.

The only medium likely to continue growing in 2009 will be online, with expenditure rising by 16%, as opposed to 33% in 2008.

On the plus side, CR Media Consulting predicts that TV will be the most resilient traditional medium to the economic downturn, with expenditure falling much less than in the newspaper sector, for instance.