Is radio a powerful media channel?
Radio reaches about two-thirds of the Polish population daily, mainly through FM radio receivers. The radio is most popular among people aged 40 to 59 years old. Consequently, Poles are most likely to listen to the radio in their cars or in the comfort of their homes. With its widespread availability, radio users have regular access to news reports and related content.Moreover, the daily reach of radio is reflected in its advertising income. In 2023, revenues from radio advertising exceeded 740 million zloty.
For most leading stations, advertising services have provided a steady income, with RMF FM recording the highest revenue in 2023. Radio Zet took second place, and Trójka (Polskie Radio Program III) finished third.
