Classic campaign posters are still effective at raising party visibility, a new study by the Konrad‑Adenauer‑Stiftung concluded. According to the research, 93 % of respondents could recall at least one party’s poster after the 2025 federal election. Their next most common sources were mailbox advertising (58 %), street displays (54 %), print ads (47 %) and social‑media posts (42 %).
Jochen Roose, a study author, summed up the finding succinctly: “The clever ones stick to posters”. He added that the study also showed social‑media and print advertising had a more lasting impression after 2025 than in the 2021 campaign, whereas mailbox advertising was slightly less durable. Across the other channels, differences were minimal. Respondents were more likely to remember the advertising from the party they ultimately voted for, underscoring that targeted outreach still matters.
The study concentrated on how well voters noticed party‑placed campaign materials rather than on the materials’ influence on voting behaviour. Interviewees were asked which party’s adverts they saw and in what form. The telephone survey was carried out by IPSOS for the Konrad‑Adenauer‑Stiftung, sampling 4,001 eligible voters nationwide between February 25 and April 14, 2025.
