A study by the Konrad-Adenauer-Stiftung found that 93 percent of voters recalled poster advertising from the 2025 federal election campaign. Digital and print media followed with lower figures. The survey examines the perception of election advertising, not its impact on votes.
The Konrad-Adenauer-Stiftung commissioned a representative survey from the IPSOS institute. From February 25 to April 14, 2025, 4001 eligible voters in Germany were interviewed by telephone. The focus was on recalling various forms of election advertising after the advanced winter election in January and February 2025.
Posters dominated with a 93 percent recall rate. Followed by mailbox advertising (58 percent), street stalls (54 percent), print ads (47 percent), and social media advertising (42 percent). Only 14 percent recalled personal approaches, such as at the doorstep.
"Whoever is clever sticks – namely posters," study author Jochen Roose told RND. "Everyone sees posters, almost no one escapes them." The study emphasizes measuring perception, not influence on voting decisions. "One cannot infer how election advertising works from the study; voting decisions are far too complicated," Roose explained.
Across all channels, CDU/CSU advertising was most frequently recalled, followed by SPD, AfD, and Greens. FDP and Left less often, BSW the least. Voters recalled advertising from their chosen party above average.
Supporters of AfD, Left, FDP, and BSW remembered social media more strongly, CDU/CSU voters print ads. Compared to 2021, social media and print were more lasting, mailbox advertising less so. "I find it surprising that the differences between the 2021 and 2025 federal election campaigns are not very large," Roose said. The winter did not hinder the campaigns, and AfD as well as Left remained more memorable.
Older people (76+: 60 percent print) recalled newspaper ads more, younger (18-34: 81 percent social media) digital advertising. Men (46 percent) remembered social media more often than women (37 percent).
"Overall, it is very clear that election advertising reaches people – and through various channels," Roose summarized.
