Operators in Poland reduce advertising budget with focus on internet

According to data from Kantar Media, telecommunications operators in Poland spent around PLN 235m less on advertisement in the first half of 2013 than in the same period of the year before. In the first six months of 2013 telecommunications operators in Poland paid a total of PLN 923m for advertisements. Such a high decrease is the combined result of a transfer of advertising budgets to the internet and the general crisis on the advertising market. Another reason for the drop, according to advertising companies, was overinvestment by the sector in previous years. In effect, the possibilities of cost reduction were higher. It is worth mentioning that only P4 increased its advertising budget in H1 2013 – by about PLN 17m (to PLN 176m). In the same period Orange spent the most (PLN 315m), while T-Mobile reduced its spending by PLN 82m (to PLN 243m). The investments of Polkomtel remained at the same level as in 2011 – PLN 183m, about PLN 5m less than in H1 2012.