Almost a billion for advertising. Check which bank spent the most

In 2025, the total value of advertising expenditures of the nine largest financial institutions reached almost PLN 880 million – according to data presented by “Rzeczpospolita” on Thursday.

This amount is almost 11 percent higher. higher than a year earlier, which proves the intensifying competition on the market – writes the daily.

According to “Rz” the largest advertiser among banks in 2025 became PKO BP, which increased its marketing expenses by as much as 48%, to PLN 257 million. This budget allowed the largest Polish bank to dominate the media space.

He also significantly increased spending for this purpose mBankwhich allocated over PLN 252 million for marketing. In the last two years, the bank has been ahead in this respect Santander BPPekao or ING Bank Śląski.

Expenditures on the promotion of Bank Pekao and ING Bank Śląski also increased significantly. The first of them increased the marketing budget by over 40%, to PLN 187 million, which was one of the highest increases in the sector. In its strategy, the company announced an intense fight for new customers, and the results are already visible – nearly half a million accounts were opened in 2025, of which as many as 35 percent were customers under 26 years of age.

ING Bank Śląski increased its expenses by 17%. year to year, up to PLN 220 million, focusing on the development of digital services and communication around modern banking.

A certain surprise may be the advertising budget of Santander Bank Polska, which was the only one in the ranking to record a decline last year – by 3.4%. year to year, to the level of approximately PLN 143.3 million.

“This decline can be partially explained by ownership changes and integration processes related to the takeover by Erste Group” – we read in “Rz”. (PAP)

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