Sports TV Right On The Money For Bank Advertisers

The banking industry increased ad buys during televised sports events by 36% in 2008, despite an overall 10% cut on all TV buys, according to an analysis by The Nielsen Company.

Banks spent $122 million – or 18.7% of all its TV ad dollars – on sports event programming in 2008. In 2007, the banking industry spent $90 million on sports broadcasts, or 12.5% of the industry’s total TV ad expenditures

“In today’s market, the banking industry is wise to target its ads to sports audiences,” said Tom Ziangas, SVP for Nielsen Sports. “Not only do live sports provide a more engaged audience that is less likely to skip commercials, but also our data shows that sports were viewed more than any other genre in households with incomes over $125,000.”

RANK	NAME	2008 SPORTS TV $$$	2007 SPORTS TV $$$	% CHANGE
1	BANK OF AMERICA CORP	$43,858,273	$21,138,201	107%
2	ROYAL BANK OF SCOTLAND GROUP PLC	$11,272,773	$4,613,751	144%
3	CHARLES SCHWAB CORP	$8,165,118	$3,279,248	149%
4	JPMORGAN CHASE & CO	$8,086,165	$9,926,713	-19%
5	WELLS FARGO & CO	$7,873,821	$12,741,595	-38%
	TOTAL BANKS	$122,328,819	$90,097,831	36%
source: The Nielsen Company 2009