The latest BD Media Leaflet Attitude Study 2025 gives a powerful reminder of why leaflets continue to matter.
In Belgium, 91% of households read leaflets and 87% of Belgians browse them.
On average, people spend 18 minutes per week reading leaflets.
That is not accidental attention.
It is planned attention.
Consumers describe paper leaflets as easy to read, relaxing and part of a familiar weekly routine. Some even look forward to receiving them, especially when planning the supermarket shop.
This matters in a media world where attention is increasingly fragmented.
Digital channels are often used for searching.
Paper leaflets are used for browsing, discovering, comparing and planning.
That difference is important.
A leaflet does not interrupt the consumer in the middle of something else. It arrives in the home and becomes part of the decision-making moment.
The kitchen table.
The shopping list.
The weekly budget.
The family discussion.
The decision of where to shop next.
For retailers and brands, this is the value of physical mailbox media.
It does not simply deliver offers.
It creates time with the consumer.
And in today’s attention economy, time may be one of the most valuable media outcomes of all.
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