Challenge
Polsat needed to drive awareness and maximize reach for two major TV shows: Farma and Who Wants to Be a Millionaire? in a way that went beyond broad, one-layer visibility. The challenge was to keep both formats present across everyday routines in smaller-town Poland, while giving Farma stronger priority ahead of its premiere and maintaining continuity for Millionaire within the same campaign.
Solution
Together with Footprints AI’s Retail Media Network, Polsat used retail media to build a more precise and measurable awareness layer than traditional media alone, creating repeated visibility for both TV shows across the Eurocash shopper journey.
Results
The campaign showed how retail media can build a stronger awareness model for TV content:
· Farma received 70% of delivery ahead of premiere, while Who Wants to Be a Millionaire? maintained continuity within the same campaign
· Delivery was focused on smaller-town Poland, aligning the campaign with audiences more likely to engage with traditional TV formats
· Retail media created repeated omnichannel exposure across in-store, on-site and off-site touchpoints.
· The campaign gave Polsat a clearer read on performance by show, channel and local market than a classical OOH-led awareness plan.
Download the full case study to see how retail media helped Polsat build more relevant, more repeatable and more measurable awareness for Farma and Who Wants to Be a Millionaire? across Poland.
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