Sydney – July 17, 2025 – Australia’s leading financial brands have significantly increased their advertising investment, showing 16% year-on-year growth, according to Nielsen’s latest Ad Intel data.
The nation’s top ten financial advertisers for the period of July 2024 to June 2025 were Commonwealth Bank, Westpac, ANZ, NAB, Aware Super, American Express, Bankwest, Square, REST Super, and Afterpay.
Total advertising spend by financial brands rose by 16%, climbing from $600 million in the previous year to $696 million. Nielsen’s data also highlights the largest growth categories, which were brand advertising, followed closely by superannuation and credit card issuers.
Digital platforms led the charge, with social media and general display advertising each capturing 23% of the overall spend. Traditional advertising remained significant, with metro TV accounting for 21%, followed by Out of Home (18%).
Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “The significant increase in advertising spend reflects the strong competition within the financial services sector and underscores the industry’s focus on digital transformation. Financial brands are also increasingly engaging consumers through digital channels – a trend we expect to continue as they target tech-savvy, digitally connected Australians. The financial sector’s increased investment, particularly in brand-building and superannuation, demonstrates confidence in the Australian market and a commitment to long-term customer relationships”.
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Note:
Nielsen monitors gross advertising expenditure in major media at published rate card values. While discounts are made available from some media owners, rates are not openly available. Please also note that the category and brand/product groupings figures are grouped at Nielsen’s discretion.
Media Contact
Dan Chapman
Assoc. Director, Communications, Nielsen APAC
+61 404 088 462
