Observed Signal · Jun 19, 2026 · Study Release · Source: W&V · Impact: 3/5 · Sentiment: Positive
EHI Study: Flyers and Video Remain Key Retail Drivers
The EHI study "Atlas der Kanalrelevanz 2026" finds that digital and print flyers together with video channels (TV, streaming and YouTube) continue to be central for retail customer outreach, though their importance varies by customer-journey phase and audience segment. Digital flyers show 60.3% relevance and print flyers 55.4%; YouTube registers 52.5% overall relevance and is heavily used for product research. Linear TV maintains very high reach (76.9% weekly frequent users, 9.3% non-users) and is strongest in the Awareness phase, while streaming (49.1% weekly users) is rising as a strategic awareness channel and scores especially high for "Smart Shoppers" (64.9% in Awareness). The study emphasises that paid channels work most effectively in combination along so-called "channel routes," not in isolation.
Provides data-driven audience and channel relevance metrics that inform media planning and media-mix decisions for retail advertisers and agencies.
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Key Takeaways & Evidence Grounding
- EHI study: "Atlas der Kanalrelevanz 2026" reports media channel relevance for retail.
- Digital flyers: 60.3% overall relevance; print flyers: 55.4% relevance.
- YouTube: 52.5% overall relevance and intensively used for product research.
- Linear TV: 76.9% frequent users (weekly) and 9.3% non-user rate; strongest in the Awareness phase.
- Streaming: 49.1% weekly users; reaches 64.9% relevance for Smart Shoppers in the Awareness phase.
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Related Market Signals & Shifts
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Shoppers Plan Purchases — Discounts Alone Aren't Enough
A representative IFH Media Analytics and Media Central study of 1,000 German consumers finds only 12% of purchases are spontaneous while 59% of shoppers plan purchases and compare offers before deciding. The research maps digital channels across the customer journey and shows retailer apps (58%) and prospekt/flyer apps (61%) are key channels for price and offer research; retailer apps are important for planning for 49% of respondents. Video ads (53%), influencers (52%) and social ads (50%) are major discovery drivers. Experts (Jan Michael Rasimus, DHBW Karlsruhe) note that major sales events like Prime Day start psychologically with deal expectations and that consumers increasingly use price-tracking tools (Idealo, Keepa) and AI tools, making shopping and platform-side targeting more data-driven.
Study: Ad market shifts between TV, streaming and YouTube
The ninth edition of the Screens in Motion study from TV Spielfilm Plus (Burda Verlag), based on an online survey of 2,000 Germans aged 16+ conducted by YouGov in March 2026, finds daily video consumption at a new high of 4 hours 33 minutes. Linear TV remains the most used channel (65% monthly) but is losing reach among younger viewers, while streaming subscriptions reach 60% monthly. YouTube is described as a hybrid between streaming and social media with 41% monthly usage. Attention varies by channel (TV 65% attentive, social media 55%), two-thirds of respondents often use a second screen, and personalized ads are least perceived as disturbing (7%). The study highlights market diversification and the need for advertisers to account for context, second-screen behavior and relevancy.
Bonial, Marktguru, Shopfully CEOs Discuss Digital Retail Ad Shift
In a Meedia interview, the CEOs of German digital retail media platforms Bonial, Marktguru, and Shopfully discuss the shift from print to digital circulars. They highlight that digital circulars now surpass print in relevance, driven by consumer price sensitivity and retailer demand for performance-based advertising. The platforms differentiate themselves through pull-based, high-intent audiences and cost-per-click pricing. They address competition from retailer apps, positioning themselves as cross-retailer aggregators that aid shopping planning. Measurement is a key focus, including store-visit tracking and sales data analysis. While acknowledging dependence on major US platforms, they argue their regional targeting and performance are superior. They also note slower print-to-digital transitions in Germany compared to other markets and discuss opportunities in retail media.
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