New research finds 62% of shoppers have purchased directly from an in-store ad, with receptivity growing significantly across every major store zone since 2023

Grocery TV, the leading in-store retail media platform, released its 2026 In-Store Shopper Perception Report, a comprehensive study of how American grocery shoppers feel about in-store advertising across every major zone of the grocery store. Co-published with Andrew Lipsman, founder & independent analyst at Media, Ads + Commerce, the report surveyed more than 1,000 grocery shoppers on in-store media receptivity, shopper behavior, and creative preferences.

The findings show that in-store retail media has reached a new level of shopper acceptance and effectiveness. Nearly two-thirds (62%) of shoppers say they have purchased a product directly after seeing it advertised on an in-store screen, while receptivity increased significantly across every major store zone compared to Grocery TV’s 2023 study.

The research also found that 95% of grocery shoppers make at least half of their purchase decisions in-store, reinforcing the store’s role as one of the most influential moments in the path to purchase.

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Key findings from the report include:

• Receptivity to in-store media is up across the board. Front-end acceptance jumped from one-third of shoppers to just over half since 2023 for a 23-point increase. The acceptance of screens is consistent across age groups, with just an 8-point gap between the most and least receptive. Millennial shoppers lead on overall acceptance (81%), followed by Gen X (80%), Gen Z (74%), and Baby Boomers (72%).
• Placement determines perception. Entrance, checkout, deli, and pharmacy were favorable zones for at least 84% of shoppers. While all zones saw increased receptivity, formats that blocked products or crowded aisles scored significantly lower.
• In-store discovery drives immediate action. 62% of shoppers report purchasing directly after seeing an in-store ad. Separate eMarketer research shows that in-store product discovery converts at nearly twice the rate of online discovery.
• Context drives creative performance. Shoppers are 2.5x more likely to consider a brand when an ad fits the surrounding environment and products they’re shopping near. 86% say contextually relevant ads on endcaps, or the displays at the end of aisles, are important to their shopping experience.

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“With national and regional grocers launching and expanding digital screen networks, in-store retail media is finally reaching a long-awaited inflection point,” said Andrew Lipsman, independent analyst, Media, Ads + Commerce. “This research shows consumers are growing more receptive to in-store advertising, and that it can be overwhelmingly CX-positive for retailers. In fact, the majority of digital surfaces are either no-risk or low-risk — with store entrance, checkout, deli, and pharmacy among the highest performers.”

“The most effective in-store media strategies are built around the realities of how people actually shop,” said Marlow Nickell, co-founder and CEO, Grocery TV. “The formats shoppers respond to best deliver value in moments where shoppers are already engaged. When done thoughtfully, in-store media becomes part of the shopping experience rather than an interruption to it. For retailers and brands, this report is a blueprint for building in-store media experiences shoppers actually welcome.”