Insights

Financial Services Ad Spending Drops 10% In Q1-Q3 2008
Article

Financial Services Ad Spending Drops 10% In Q1-Q3 2008

A sharp decrease in advertising spending by the mortgage and loan sectors led a 10% slide in spending across the entire financial services industry this year, according to an analysis released Monday by Nielsen.

Mortgage and loan companies, including Web-based companies, combined to spend 62% — or $778 million — less on advertising during the first three quarters of 2008, compared with the same time period last year.

Overall, ad spending by financial services companies dropped from $5.9 billion in Q1-Q3 2007 to $5.3 billion through September of this year, according to Nielsen.  Nielsen’s data excludes outdoor and B2B magazine ad spending.

Despite the struggling economy, some financial services advertisers have boosted their ad budgets.

Rank

(by 2008 ad spend)

Top 10

Financial Services Advertisers:

Parent Companies

Q1-Q3 2007

Ad Spending

(000)

Q1-Q3 2008

Ad Spending

(000)

% Change:

2007 to 2008

1 EXPERIAN GROUP LTD $272,812.22 $296,550.47 8.70%
2 VISA INTL $274,445.58 $277,063.56 0.95%
3 BANK OF AMERICA CORP $382,908.35 $268,241.29 -29.95%
4 AMERICAN EXPRESS CO $254,246.17 $235,507.43 -7.37%
5 JPMORGAN CHASE & CO $256,192.21 $211,056.74 -17.62%
6 CITIGROUP INC $277,316.70 $203,875.95 -26.48%
7 CAPITAL ONE FINANCIAL CORP $220,614.90 $174,779.07 -20.78%
8 E TRADE FINANCIAL CORP $132,508.80 $164,972.01 24.50%
9 MASTERCARD INC $172,496.25 $162,463.77 -5.82%
10 SCOTTRADE INC $90,268.47 $152,709.40 69.17%
Source: The Nielsen Company (January – September 2007 and January – September 2008).

Spending by credit services companies and their Web-based services jumped by 22% from Q1 to Q3 2008, while investment services companies and their Web-based services — the industry’s biggest ad spenders so far this year — spent 6% more this year than in Q1-Q3 2007.

Credit card services companies, the second-biggest spenders among all financial services categories, saw their numbers remain relatively unchanged, dropping by less than one percent from Q1 to Q3 2008, compared with Q1-Q3 2007.

Rank

(by 2008 ad spend)

Top 10

Financial Services

Advertising Categories

Q1-Q3 2007 Ad Spending

(000)

Q1-Q3 2008 Ad Spending

(000)

% Change:

2007 to 2008

1 FINANCIAL-INVESTMENT SVCS $1,192,396.41 $1,238,522.97 3.86%
2 CREDIT CARD SVCS / WEBSITE: CC SVCS $1,243,981.68 $1,234,976.42 -0.72%
3 BANK SVCS $971,333.06 $945,543.97 -2.65%
4 WEBSITE: CREDIT SVCS $367,679.15 $422,356.52 14.87%
5 WEBSITE: FINANCIAL-INVESTMENT SVCS $305,233.75 $353,217.99 15.72%
6 CREDIT SVCS $155,758.08 $218,070.79 40.00%
7 MUTUAL FUNDS $173,783.68 $181,035.95 4.17%
8 MORTGAGE SVCS $423,296.66 $156,548.23 -63.01%
9 LOAN CO $474,694.50 $154,581.45 -67.43%
10 WEBSITE: LOAN CO $267,082.25 $93,540.21 -64.97%
Source: The Nielsen Company (January – September 2007 and January – September 2008).

Read coverage of Nielsen’s findings in The Hollywood Reporter, Adweek, and the St. Louis Business Journal.