10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The average number of times an individual is exposed to an ad or message within a specific campaign. Helps assess whether the message was delivered too infrequently, optimally, or excessively.
Why it matters
Maintains balance between 'not noticed' and 'overexposed': too low frequency fails to build recall, too high burns budget and annoys audiences.
What's missing without it
Without frequency control, some viewers see the ad twenty times while others never see it — budget goes into repetition instead of reach.
When it is used
When planning media and setting impression limits (capping) in digital campaigns.
How we use it
A media plan controls frequency to limit ad fatigue within the target audience.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.