Who runs it and where our data comes from
silver-marketing.pl is published by Silver TV sp. z o.o., internet television for viewers aged 50+ in Poland. We do not describe this market from the outside: we make programmes for it, and some of the data we publish here comes from our own channels.
Why this site exists
Because the 50+ market is talked about a lot in Poland, and very little of it is counted. The same figures keep coming back in presentations without a publisher, a year or a method, so there is no way to check whether they refer to what the slide says. We ourselves have tried many times to trace a quoted figure back to its source and ended up at someone else's presentation, which was quoting yet another one.
We run a television channel for viewers over fifty, so we have an interest in this and we do not pretend otherwise. We also have data that nobody else has: the reach and audience structure of our own channels on four platforms, measured every month through their APIs, together with what must not be concluded from them, because each platform counts views differently, and a total without that caveat would be a figure that looks better than it is true. We publish them with a description of the method, so that they can be compared with anything else.
Who writes
The site has two kinds of byline, because there are two kinds of content.
Beata Borucka
CEO of Silver TV, known online as Mądra Babcia (“Wise Grandma”). Speaker at I Love Marketing, a Polish marketing conference, where she talks about communicating with the 50+ generation. She signs opinion pieces and everything that comes out of her talks.
Silver TV editorial team
Numerical compilations are signed by the company, not by a person. Data is cited after its publisher, and the publisher of this data is Silver TV sp. z o.o., together with responsibility for the methodology.
Where our data comes from
Three kinds of sources, each marked differently in the text:
- Public data: Statistics Poland (GUS) and its Local Data Bank (BDL), Eurostat, Mediapanel and PBI. We give the table and the period, so that you can download them yourself.
- Industry reports: Kantar, IQS, ARC Rynek i Opinia, IBRiS, Grupa 4P. We cite them with the publisher and the year of the edition, and we do not copy them in full.
- Own data: the reach and audience structure of our channels, always with a description of the measurement method for each platform. Marked with the label “Own data”.
How to cite us
Please use the form: silver-marketing.pl, Silver TV plus a link to the specific page. For every compilation we give the original publisher of the data. If a figure comes from GUS, cite GUS, and us for the compilation.
We share our own data under the CC BY 4.0 licence: it can be used commercially, provided the source is credited.
Corrections
If any figure is out of date or wrong, write to us. We correct it in the text and add an update note with the date, never a silent replacement.
Silver TV sp. z o.o.
A company entered in the Polish National Court Register (KRS) on 19 April 2021, with its registered office in Warsaw. KRS 0000895149, NIP 1251718178, REGON 388737731. The media project for the 50+ generation has been running since 2020.