10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The percentage of respondents who name a brand first when asked about a category without any prompts.
Why it matters
The most stringent measure of brand position in the customer's mind. In habitual purchase categories, the first association often wins the sale.
What's missing without it
Without TOM, brand recognition can be high while having zero presence in purchase decisions.
When it is used
In brand research, evaluation of long-term image-building efforts.
How we use it
“Which company comes to mind when you think of insurance?” — the first brand mentioned.
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.