Karol Nawrocki has reached the widest audience on social media. The civic candidate supported by PiS reached 254 million users, placing him ahead of Rafał Trzaskowski (KO) with 232 million and Szymon Hołownia (TD) with 228 million, according to a report by the Media Monitoring Institute.
The study, published on Friday by IMM, shows that between March 10 and 16, media content related to Nawrocki, the candidate backed by Law and Justice (PiS), reached the largest audience.
Nawrocki Leads the Rankings
According to the study, messages related to Nawrocki reached 254 million “potential message contacts,” meaning that an average person aged 15 or older could have encountered information about the PiS candidate nearly eight times.
In second place among presidential candidates with the greatest media reach was the Civic Coalition’s candidate, Rafał Trzaskowski, the current poll leader, with 232 million potential contacts. Szymon Hołownia of the Third Way came in third, reaching 228 million potential contacts, while he ranked fourth in recent polls, IMM noted.
The smallest reach was recorded for content related to Marek Jakubiak, a member of the Free Republicans, who reached 14 million potential contacts, correlating with his polling results.
The report also highlighted that Nawrocki and Hołownia received the most positive coverage. Nawrocki, in particular, had the best ratio of positive to negative media coverage. In contrast, Trzaskowski and Sławomir Mentzen had the most negative coverage compared to positive mentions, with media often discussing them critically.
Biejat Most Active on Social Media
Between March 10 and 16, the Left’s candidate, Magdalena Biejat, published the most posts (210). She was followed by Grzegorz Braun, who was expelled from Confederation (132 posts), and Mentzen, who published 123 posts.
In terms of user engagement, the Confederation candidate led with nearly 1.5 million interactions, demonstrating his strong dominance on social media, according to IMM.
Trzaskowski placed second, recording just under 450,000 interactions. His most popular post last week was a TikTok reel in which he discussed the need for greater female influence in decision-making processes.
Different Campaign Priorities
The report also analyzed the focus of each candidate’s social media campaign. Trzaskowski emphasizes women’s rights, local government investments, and European unity. Nawrocki’s campaign, on the other hand, centers around NATO and opposition to the EU migration pact, while Hołownia focuses on interactions with voters and the promotion of Polish businesses.
Mentzen prioritizes community-building and promoting campaign events. Biejat’s messaging revolves around women’s rights and opposition to the government’s housing policies. Jakubiak’s campaign is based on government criticism and nationalist rhetoric. Adrian Zandberg emphasizes economic policy, industrial protection, and social justice, while Braun promotes anti-EU rhetoric and opposes aid to Ukraine.
The analysis was conducted using data from the Media Monitoring Institute, covering the period from March 10 to 16, 2025.
Kto rządzi w mediach? Sprawdziliśmy, jak medialność kandydatów na prezydenta RP wpływa na wyniki sondażowe🗳️#wybory #wyboryprezydenckie2025 #wybory2025 #trzaskowski2025 #nawrocki2025 #Mentzen2025 #holownia2025 @szymon_holownia #Biejat2025 #zandberg2025 #braun2025 #jakubiak2025 pic.twitter.com/H7hLy74Ztm
— Instytut Monitorowania Mediów (@IMMonitoring) March 21, 2025