Instytut Monitorowania Mediów

What Instytut Monitorowania Mediów does

Instytut Monitorowania Mediów (IMM) is a privately held Polish technology company founded in 2000 and headquartered in Warsaw, operating in the media monitoring and analytics segment. The company provides B2B services that allow enterprises, PR agencies, public institutions, NGOs, and marketing teams to track, analyze, and report on brand and topic mentions across press, radio, television, internet, social media, podcasts, newsletters, and video channels. IMM claims coverage of 1,800+ press titles, 350+ RTV stations, 420,000+ internet portals/forums/blogs, and 16 million+ social media profiles, with national press results delivered from 4:30 AM and broadcast coverage within two hours of airing.

IMM's product architecture centers on the Platforma IMM (IMM Platform), a unified web interface aggregating all monitoring streams, supplemented by a portfolio of specialized modules and sub-brands: adMonit (advertising and sponsorship monitoring), mediaContact (journalist database of ~15,000 journalists and 5,300 editorial offices), newsPoint (self-service configuration), IMMapp (mobile application available on iOS, Android, and Huawei AppGallery), IMMrank (free public brand visibility research panel covering 50+ industries and 1,250+ brands), IMMdetector (disinformation/narrative research), easyContact (one-time press release distribution), and the Analizy analytics module. The platform embeds AI capabilities including an LLM-based Assistant (launched 2023) supporting Polish and English, with functions for summarization (Brief AI), consumer insights (Insights AI), brand detection (Brands AI), and opinion extraction (Opinions AI); a proprietary Indeks Mocy (Power Index) scoring communication impact on a 0–10 scale; NLP-based sentiment analysis; and full podcast transcription with keyword highlighting.

IMM monetizes primarily through recurring monthly subscriptions priced from 180 PLN net per keyword per month for basic monitoring, 359 PLN monthly for mediaContact database access, plus per-unit pricing for easyContact distribution (430 PLN for 225 journalists) and custom research reports (from 900 PLN). The company employs a sales-led, enterprise-focused GTM with dedicated client advisors, free trials, and monthly training sessions. It is a member of FIBEP for foreign media coverage and holds a Meta-authorized integration for Facebook/Instagram. The customer base is stated at over 4,000 firms worldwide and spans retail (Allegro, IKEA, Decathlon, Castorama, Sephora, Empik), energy (Orlen, PGE), FMCG (PepsiCo, Maspex, Wedel), telecommunications (Orange, T-Mobile), consulting (McKinsey, PwC), finance (Millennium Bank), healthcare (Medicover, Bayer), automotive (Michelin), NGOs (Amnesty International, PAH, Konfederacja Lewiatan), and government/tourism (Polska Organizacja Turystyczna).

Name

Instytut Monitorowania Mediów

Legal name

Instytut Monitorowania Mediów S.A.

Website

https://imm.com.pl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Instytut Monitorowania Mediów (IMM) is a Polish B2B media monitoring and analytics firm offering AI-powered real-time monitoring of press, radio, TV, internet, social media, and podcasts to over 4,000 enterprise clients across multiple industries.

Ownership category

akta.pro rank

Product category

Media Monitoring Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Public Relations Agencies (54182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Media Asset Management (MAM) Platforms (MPAHAGAA)

akta.pro secondary industry

Online Reputation Management (ORM) (MPAAAOAB)

Keywords

• Media monitoring platform
• Social media analytics
• Press monitoring services
• Brand reputation tracking
• Advertising monitoring tools

Headquarters

HQ city

Warszawa

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Media Monitoring Subscriptions: Recurring subscription-based monitoring services covering internet, social media, press, radio/TV, podcasts, and international media. Pricing starts at 180 PLN per keyword per month. Includes access to Platform IMM and Analytics module.
2. adMonit - Advertising Monitoring: Monitoring of advertising and sponsorship activities with tracking of advertising expenditures by monitored brands in press and broadcast media.
3. mediaContact - Journalist Database: Premium database access to approximately 16,000 journalists and 5,300 editorial offices. Pricing from 359 PLN monthly, includes virtual press office functionality.
4. easyContact - One-time Press Release Distribution: One-time targeted press release distribution service. Starting at 430 PLN for 225 selected journalists, additional contacts at 1.75 PLN each.
5. Reports and Studies: Custom image and sponsorship reports created by IMM specialists. Basic reports starting from 900 PLN for analysis of 3 brands/projects over 1 month period.
6. IMMapp Mobile Application: Only mobile application on the Polish market enabling monitoring of all media types. Available on App Store, Google Play, and Huawei AppGallery.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels12 records

Core offering

IMM operates a B2B media monitoring and analytics platform (Platforma IMM) that delivers real-time coverage across press, radio, TV, internet, social media, podcasts and foreign media for more than 4,000 enterprise clients. The platform is supported by an AI assistant for content filtering, a proprietary Power Index impact score, and add-on services including advertising monitoring (adMonit), a journalist database (mediaContact), self-service monitoring (newsPoint), a mobile application (IMMapp), and a free brand visibility panel (IMMrank).

Product overview

Instytut Monitorowania Mediów (IMM) offers a platform-plus-modules portfolio centered on the Platforma IMM (IMM Platform) as the core unified interface, supplemented by specialized monitoring services (internet, social media, press, radio/TV, foreign media, podcasts) and add-on analytical tools. Key sub-brands include adMonit (advertising monitoring), mediaContact (journalist database), newsPoint (self-service monitoring), IMMapp (mobile app), IMMrank (free brand research panel), and IMMdetector (disinformation research). The platform architecture integrates all media types into a single dashboard with an included Analizy analytics module, and connects to Meta platforms (Facebook/Instagram) via the IMM_Research integration. Pricing starts from 180 PLN net per keyword for basic monitoring.

Differentiator

Problem solved

Functional benefit

Brands

• IMMrank: Free publicly available research panel measuring brand media strength based on monitoring information and advertising data using the IDEAS model analyzing 5 areas of brand visibility in media.
• adMonit
• mediaContact
• newsPoint
• IMMapp
• IMMdetector
• easyContact

Products and services

• Platforma IMM (IMM Platform) Central web-based media monitoring platform aggregating real-time coverage across press, radio, TV, internet, social media, podcasts and foreign media, with interactive analytics, automated alerts and downloadable reports for enterprise clients.
• Monitoring Internetu (Internet Monitoring) Real-time monitoring of more than 420,000 internet portals, forums and blogs for brand mentions, reputation management and crisis early-warning signals, delivered through Platforma IMM.
• Monitoring Social Media Monitoring of 16 million+ social media profiles across Facebook, Instagram, X (Twitter), YouTube, LinkedIn and TikTok, tracking opinions, engagement, sales signals and integrating owned brand profiles via the Meta-authorized IMM_research integration.
• Monitoring Prasy (Press Monitoring) Monitoring of over 1,800 Polish press titles across national, regional and local newspapers, with national press results available from 4:30 AM and full archive back to 2008.
• Monitoring Radia i Telewizji (Radio and TV Monitoring) 24/7 monitoring of over 350 Polish radio and TV stations with results available within two hours of broadcast, including 10 RTV transcriptions per month at the base subscription tier.
• Monitoring Zagraniczny (Foreign Media Monitoring) Access to foreign media monitoring data sourced from FIBEP member partners worldwide, delivered through the Platform IMM for clients needing international media visibility.
• Monitoring Podcastów (Podcast Monitoring) Full podcast content monitoring with complete transcription and keyword highlighting, enabling users to search podcast audio-as-text for brand mentions and context.
• Analizy Module (Analytics Module) Interactive analytics module within Platforma IMM providing interactive charts, market trend analysis, downloadable reports in multiple formats and brand benchmarking against competitors, included free with any monitoring subscription.
• adMonit (Advertising Monitoring) Advertising and sponsorship monitoring service tracking ads across 391 press titles, 64 TV stations and 333 radio stations, with estimated ad spend values, reach estimates based on audience research and a daily-updated creative bank.
• mediaContact (Journalist Database) Subscription-based journalist database with contact details for approximately 15,000-16,000 journalists and 5,300+ editorial offices across 79 thematic categories, including a virtual press office with delivery effectiveness statistics.
• newsPoint (Self-Service Monitoring) Self-service web portal for independently configuring monitoring phrases (variations, case sensitivity, exclusions, proximity, frequency) with real-time internet and social media monitoring updated 24/7.
• IMMapp (Mobile Application) Mobile application available on the Apple App Store, Google Play and Huawei AppGallery, described as the only Polish-market app enabling monitoring of all media types (press, radio, TV, internet, social media) from a smartphone.
• IMMrank (Brand Visibility Research Panel) Free public research panel using the IDEAS model to measure brand media strength across five areas of brand visibility, covering more than 50 industries and 1,250 brands with monthly results accessible to logged-in users.
• IMMdetector (Disinformation Research) Cyclical research conducted by IMM analysts specializing in narrative assessment, emotion analysis, communication recommendations, disinformation detection and fake news identification in media.
• easyContact (One-Time Press Release Distribution) One-time targeted press release distribution service where IMM specialists identify relevant editorial offices and journalists based on previous publications, priced from 430 PLN net for 225 selected journalists.
• Biuletyn IMM (Virtual Press Office) Virtual press office integrated with the mediaContact database enabling press release distribution with real-time statistics on which editorial offices and journalists viewed the information.
• Raporty i Badania (Custom Reports and Research) Custom image and sponsorship reports developed by IMM specialists based on sentiment, reach, advertising value equivalent and social media engagement, starting from 900 PLN net for three brands/projects over a one-month period.

Quantifiable outcome

• Monitoring results from national press available from 4:30 AM
• +3 more outcomes

Named customers35 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• FIBEP (International Federation of Economic Press)coreTechnology or IntegrationIMM is a member of FIBEP, a global organization uniting media monitoring companies. This membership enables IMM to source foreign media monitoring data from trusted partners across all FIBEP member countries, providing comprehensive international coverage for clients.
• Meta (Facebook/Instagram)coreTechnology or IntegrationIMM_research is an officially authorized integration with Meta platforms (Facebook and Instagram). This integration enables real-time monitoring of company social media channels with full authorization from Meta, compliant with platform privacy policies.

Scale indicators8 records

Direct peers

• Senfoni (Newspoint competitor): Polish media monitoring company providing press, internet, and broadcast clipping services as well as media analysis; head-to-head competitor in the Polish monitoring market.
• Brand24: Polish-origin B2B social media and online mention monitoring platform serving marketing and PR teams; directly competes with IMM on internet and social media monitoring in Poland and internationally.
• Meltwater: Global media intelligence and social listening SaaS platform offering media monitoring, analytics, and PR reporting; competes with IMM on enterprise accounts and cross-border coverage in Poland.
• Cision: Global PR and media intelligence company (post-Cision/PR Newswire combination) providing monitoring, journalist databases, and communications workflow tools; directly overlaps IMM's mediaContact and core monitoring offerings.
• Talkwalker: AI-powered consumer intelligence and social listening platform used by brands for brand reputation, crisis detection, and media analytics; competes with IMM's social monitoring and AI Assistant capabilities.
• Brandwatch: Consumer intelligence and social media analytics platform (now part of Cision) covering earned, owned, and paid media; provides comparable sentiment analysis and reporting functionality to IMM's Platforma IMM.
• Digimind: Social listening and competitive intelligence platform used by brands and agencies; overlaps IMM's internet/social monitoring, sentiment analysis, and competitive benchmarking use cases.

Emerging players

• Prowly: Polish-origin PR SaaS platform providing journalist databases, press release distribution, and media monitoring; competes with IMM on mediaContact and easyContact product lines.

Regional players

• Presseye: UK and Ireland-based media monitoring and PR evaluation company offering traditional and social media monitoring; comparable product offering to IMM though geographically focused on the UK market.

Broad incumbents

• Medianet (formerly Kantar Media): Global media intelligence division (Kantar) covering print, broadcast, online and social monitoring with premium enterprise positioning; overlaps IMM at the high end of multi-country enterprise accounts.

Market position

Strengths4 records

Weaknesses4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/immonitoring
• YouTubeyoutube.com/@instytutmonitorowaniamediow
• Facebookfacebook.com/IMMonitoring
• LinkedInlinkedin.com/company/instytumonitorowaniamediowimm
• Instagraminstagram.com/immonitoring
• TikToktiktok.com/@immonitoring

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Instytut Monitorowania Mediów