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Leaflets as the most effective advertising channel
MediaMarkt Schweiz AG
MediaMarkt used advertising leaflets in private letter boxes to make customers aware of its offers. Our representative study shows how unaddressed advertising increased attention, advertising recall and purchase frequency.
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The campaign
From November 2024 to August 2025, MediaMarkt sent leaflets as unaddressed promotional mailings by PromoPost every two to four weeks.
The impact study
Objectives, methodology and results
Study objective
Swiss Post Advertising supported the campaign with a representative study. The aim of the study was to examine the effect of promotional mailings on advertising recall and willingness to buy.
Data collection and methodology
The study is based on a survey in three waves with a total of 3,036 interviews in German-speaking and Western Switzerland. Data was collected via an online survey in the intervista online panel within the distribution zone of the MediaMarkt leaflets. People living in the distribution zone between the ages of 15 and 79 with access to shared mail were included in the population. A test control group design was used to measure the advertising impact: the test group consisted of people without a “No advertising” sticker in the distribution zone who received the leaflet or unaddressed promotional mailing. The control group was made up of people with a “No advertising” sticker in the same distribution zone.
Results
The study demonstrates significant increases in advertising recall and willingness to buy. Specifically, recipients of leaflets (i.e. people without a “No advertising” sticker on their letter box) remember advertising of the MediaMarkt brand more than twice as often as people who have not read the leaflets. With an advertising recall of 56 percent, they remember the MediaMarkt leaflets considerably more often than other advertising channels on which MediaMarkt was also present. They also make purchases at MediaMarkt significantly more frequently – in-store and online.
The results of the study show that advertising leaflets are a key component of the media mix, attract a high level of attention and demonstrably increase advertising recall and purchase frequency. They demonstrate the strong impact of leaflets on awareness, brand presence and purchasing behaviour.
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The impact study clearly shows that people who receive our leaflets by PromoPost not only have a significantly better knowledge of our offers, but also take them up more frequently. The purchase probability is significantly higher among those who receive the leaflets than among those who have not received a mailing. This confirms that PromoPost is a key lever for MediaMarkt to increase long-term awareness and sales.
Christoph Ableitinger, Head of Marketing, MediaMarkt Austria and Switzerland
Key findings
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Leaflet advertising sticks in people’s memories
People who have received the MediaMarkt leaflet are more than twice as likely to remember MediaMarkt advertising as people who have not received it.
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Leaflet contact demonstrably increases willingness to buy
People who have come into contact with the leaflet purchase at MediaMarkt significantly more often – both in-store and online.
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Leaflets exceed all other channels in terms of recall
At 56 percent, the leaflet is the most remembered advertising medium, clearly outperforming other channels such as TV, print and social media.
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The results of the study show that leaflets continue to play a key role in the media mix. They achieve a high level of awareness and contribute significantly to advertising recall. A clear correlation can also be seen between contact with leaflets and purchase frequency.
Carmen Bauer, Project Manager, intervista AG
Recommendations for action
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Leaflets as an integral part of your advertising strategy
Leaflets achieve particularly high awareness and advertising recall compared to other channels. This makes them the most effective medium for anchoring your brand in the long term.
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Optimize target group-oriented distribution
People who receive leaflets have been shown to purchase at MediaMarkt more frequently. And with Swiss Post’s optimized unaddressed mailing, leaflets reach the right people exactly the right way.
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Clear design and relevant offers
Understandable leaflets with an uncluttered design motivate the target group to engage actively with the offers – from finding information to talking about it and making a purchase.
Study results
