Motorway 12x4 m billboard network in light of the latest traffic studies from 2025

In the previous article, I described the results of the General Traffic Measurement (GPR) study from 2025. The study was conducted on national roads managed by the General Directorate for National Roads and Motorways (GDDKiA). I will only remind you that it determines many parameters, of which the key one is the average daily annual traffic (SDRR). This is the number of vehicles passing through a specific road section per day (calculated as an average for the entire year).

Let's see how the locations of the Motorway 12x4 m billboard network look in light of these studies.

Important note: currently, the Motorway network comprises 370 surfaces of the 12x4 m format.
In this stage of the research, traffic was examined on roads where 74% of Motorway billboards are located.
The remaining part of the network is in cities and along provincial roads. Traffic measurements for these roads will be known in approximately 2 months.

Motorway Network vs. GPR 2025

Let's look at the general results of the GPR studies and the measurement results for individual Motorway billboards.

• The SDRR on national roads was 14,880 vehicles/day.
  For the Motorway network, this coefficient is 2.3 times higher, amounting to 34,369 vehicles/day.

• On international roads, the SDRR reached a value of 30,248 vehicles/day.
  For the Motorway network, it was 38,665 vehicles/day and is 28% higher than the general result.

• However, on other national roads, the SDRR was 8,626 vehicles/day, while in the Motorway network it is 22,528 vehicles/day.
  It is 261% higher than the general result.

Compared to 2020, the average daily annual traffic in 2025 increased by 10%.
For roads with Motorway network billboards, this result was higher, amounting to 12%.

• The results of the GPR 2020-2025 comparison also differed slightly depending on the function of the roads.
  On international roads, the SDRR increased by 19%, while on other national roads, a decrease of 1% was recorded. In the case of Motorway, for international roads, the SDRR increased by 14%, while on other national roads, Motorway traffic grew by over 6%.

Locations only in the best spots!

Looking at the above results, we can state with full responsibility: the Motorway 12 x 4 m billboard network on national roads consists of locations with parameters significantly exceeding the average results of the latest General Traffic Measurement.
This is the result of our dedication to selecting locations and ensuring their quality. We have been working on this continuously since 1999.

The full report can be accessed here: https://www.gov.pl/web/gddkia/generalny-pomiar-ruchu-2025

FAQ: What You Should Know About Motorway 12x4 m

How many Motorway billboards do I need to choose for a campaign to be visible?

It depends – a lot on the graphic design, but also on the campaign goal or brand awareness. Sometimes one surface is enough, sometimes it is definitely better to have several along the way (e.g., in a directional campaign to a specific place: a shopping mall or tourist attraction). More is not always better, and minimalism doesn't always work. Our sales team, which has executed thousands of campaigns, will be happy to advise on any matter: sprzedaz@jetline.pl

What if I don't have a graphic design?

We can design it for you. We will need information about the brand, product, campaign goal, target audience, and... a little time to clarify expectations and present proposals.

Also, remember that if an agency is preparing the design for you, we are always happy to consult and advise on what will work best in practice.

Motorway operates along routes, but what do you have in cities?

Motorway also operates in the city – it's true that not in city centers, for which it is simply too large a format, but at the entrance to or exit from the city, absolutely! Additionally, in 8 of Poland's largest cities, we have a DOOH network, which means over 600 (April 2026) digital outdoor screens under the name MORE.
Classic OOH and digital DOOH are complementary channels and tools, achieving communication goals in their own distinct ways, but always in synergy.