NEW YORK – Grocery TV, the leading in-store retail media platform, today 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.
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.
"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."
Download the 2026 In-Store Shopper Perception Report and learn how retailers and brands can get started with in-store retail media today.
