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Credit Card Services Advertising Down In September
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Credit Card Services Advertising Down In September

Advertising by credit card services companies dipped significantly in the first three weeks of September, as the ongoing economic turmoil in the U.S. reached a boiling point, Nielsen Monitor-Plus reported Thursday.

Among credit card services companies, TV ad units for Sept. 1 – 21, 2008 were down by almost 24% versus the same time period last year.

Most of the top advertisers in the Credit Card Services category — including Capital One, Discover, Synovus, Washington Mutual, and Visa — reduced their TV television advertising activity in September.

Earlier in 2008, advertising by credit card services companies had shown increases.  In July and August, ad spending for the category was up by almost 27% over the same period a year ago.

Product Category TV Ad Units:

Sept. 3-23, 2007

TV Ad Units:

Sept. 1-21, 2008

% Change
Credit Services 27,102 34,955 28.98%
Bank Services 46,300 54,655 18.05%
Credit Union 10,930 12,153 11.19%
Financial Investment Services 15,693 15,424 -1.71%
Loan Companies 30,167 28,033 -7.07%
Credit Card Services 18,057 13,784 -23.66%
Mutual Funds 1,058 751 -29.02%
Mortgage Services 24,182 12,130 -49.84%
Source: The Nielsen Company (September 3 – 23, 2007 and September 1 – 21, 2008).

Ad spending by other sectors of the financial services industry has declined steadily so far this year. 

In July and August, ad spending by mortgage service companies was down by almost 54%, compared to the same period in 2007.  Ad spending by loan companies also dropped by almost 37% between July-August 2007 and July-August 2008.

Product Category TV Ad Spending:

July-August 2007

(in 000s)

TV Ad Spending:

July-August 2008

(in 000s)

% Change
Credit Services $35,334.483 $54,259.391 53.56%
Credit Union $4,800.275 $7,181.590 49.61%
Credit Card Services $172,656.147 $218,473.427 26.54%
Financial Investment Services $76,385.649 $91,524.918 19.82%
Bank Services $133,844.679 $133,369.217 -0.36%
Mutual Funds $10,893.430 $8,344.414 -23.40%
Loan Companies $63,093.366 $39,783.735 -36.94%
Mortgage Services $56,127.525 $25,849.113 -53.95%
Source: The Nielsen Company (July 1 – August 31, 2007 and July 1 – August 31, 2008).

Read coverage of Nielsen’s findings by the Associated Press and in Ad Age, the Los Angeles Times, The Globe and Mail, Broadcasting & Cable, and Adweek.