Classic campaign posters still seem to be the most effective way for parties to be seen. A new study by the Konrad‑Adenauer Stiftung, reported by newspapers of the Redaktionsnetzwerk Deutschland (RND), found that almost all registered voters-93 %-recall seeing at least one party’s poster after the 2025 Bundestag election. Mailbox inserts were remembered by 58 % of respondents, street billboards by 54 %, print advertisements by 47 % and social‑media ads by 42 %. “If you’re clever, you stick-i.e. posters” said study author Jochen Roose to the RND.
According to the study, social‑media and print campaigns left a more lasting impression after the 2025 election than they did in 2021, whereas mailbox advertising was somewhat less enduring. Other channels showed few differences. Voters frequently remembered the advertising from the party they ultimately chose, underscoring that campaign messages reach people through multiple channels, Roose concluded.
The survey examined how voters perceived the electoral advertising placed by parties, rather than whether it influenced their vote. Respondents were asked to specify which party’s ad they had seen and in what form. The telephone interview was conducted by IPSOS on behalf of the Konrad‑Adenauer Stiftung. A total of 4,001 eligible voters in Germany were randomly selected and interviewed by phone between 25 February and 14 April 2025.