Every advertiser that reached Poland on Meta, ranked
The top 500 for June, July and August, each month counted separately, ranked by the gross reach of everything they ran, with the ad count behind every brand. Gross reach is each ad’s audience added up, not unique people.
Three months, counted separately
June, July and August each get their own top 500, counted exactly the same way, so you can put them side by side and see what moved. There is a fourth table for the summer as a whole. We build the same thing for any country in the EU or the UK.
- Advertisers ranked
- 500
- Ads behind them
- 384,073
- Top brand, gross reach
- 359,252,126
- 500th brand, gross reach
- 8,420,685
- Advertisers ranked
- 500
- Ads behind them
- 199,781
- Top brand, gross reach
- 370,118,553
- 500th brand, gross reach
- 8,927,104
- Advertisers ranked
- 500
- Ads behind them
- 221,945
- Top brand, gross reach
- 356,865,778
- 500th brand, gross reach
- 7,768,809
The summer table covers all three months together: 651,362 ads, a top brand at 1,079,847,044 gross reach and a 500th place at 24,826,122.
View the top 5, rest available on request
The first five of each month, with the ad counts next to them. The useful part is further down the list, where the brands you actually compete with sit.
| # | Advertiser | Ads | Gross reach | Per ad |
|---|---|---|---|---|
| 1 | Biedronka | 1,185 | 356,865,778 | 301,152 |
| 2 | Lidl Polska | 549 | 350,476,365 | 638,390 |
| 3 | SkyShowtime | 435 | 190,047,475 | 436,890 |
| 4 | Media Expert | 2,044 | 190,045,045 | 92,977 |
| 5 | Disney+ | 410 | 147,872,138 | 360,663 |
Biedronka overtook Lidl. Lidl Polska had held first place in June and July with almost no variation; Biedronka doubled its gross reach over the summer and took the top spot in the last month.
Six advertisers broke into the top ten in two months
A top ten has ten slots. Between June and August, sixteen different brands passed through them, and not one held the same position in all three months. Lidl went 1st, 1st, 2nd. Temu Poland went 3rd, 34th, 41st. Zalando came into August at 8th, from 46th.
- Advertisers in a monthly top 500
- 733
- In all three months
- 309
- In one month only
- 279
- Top 10 still in the top 10
- 5 of 10
- Top 100 still in the top 100
- 64 of 100
- Top 500 still in the top 500
- 333 of 500
- Never left the top 500
- 309
- Median best-to-worst swing
- 85 places
- Swung more than 200
- 47
An annual or quarterly competitive review cannot describe a market that moves like this. Some of the movement is estimator sensitivity rather than the market: treat the direction as solid and a single monthly rank as approximate.
Every category, and everything inside it
The Polish top 200 by sector, each block sized by gross reach. We hold every advertiser inside every block, with the ads behind each one.
Talk to our team to get the full list
Thirty minutes. We open the file on the call, show you your own category and price it from there.
- The full 500 for each month you pick
- The ad counts and the month-by-month movement
- You can share it inside your company
KristiansCEO
KsenijaPartnerships Lead
DanielsPartnerships LeadWhat the number is, and what it is not
Stated plainly, limitations included, because you should not have to take the ranking on trust.
What it is
- Gross reach: each ad’s reach among people in Poland, added up across every ad an advertiser ran.
- Ranked by advertiser page. A company running several brand pages appears several times and never as itself.
- Every page that delivered paid ads to a Polish audience, unfiltered, including platform-owned pages.
- Complete rather than sampled: the aggregation captured 100.000% of ads delivered in Poland in June and July and 99.9997% in August, and no advertiser we did not rank could have crossed the 500th-place cut-off.
What it is not
- Not unique people. A person counts once per ad they saw, which is why the top 500 sums to 35.5 billion in a country of 37 million. Lidl Polska’s 370 million in July is roughly twelve exposures per Polish adult, not 370 million Poles.
- Not spend, not impressions, not GRPs, and not deduplicated between advertisers.
- Not a panel currency, and not a substitute for one. A panel models what a sample of people saw; this counts what every ad delivered.
- Window figures are estimates. Long-running ads are over-credited to recent months and late launches under-credited; both errors are small in the summer table.