Advertising investment across Australia’s financial sector climbed to $756 million in 2025, up 20% year-on-year.
This result arrives as banks, payment providers, and super funds put increased pressure on a market shaped by cost-of-living concerns and growing customer movement.
New figures from Nielsen’s Ad Intel show the category rose from $630 million in 2024, with spending concentrated across banking, lending, cards and broader financial services.
Banks dominate top advertiser rankings
Westpac ranked as the largest financial advertiser in 2025, followed by Commonwealth Bank, ANZ and National Australia Bank.
The top 10 list also included American Express, Bankwest, Aware Super, Macquarie Bank, PayPal and REST Super.
The data suggests major financial brands are increasing spend not just to drive acquisition, but to maintain visibility as consumer scrutiny rises.
Switching intent remains high
According to Nielsen’s Consumer & Media View data, 13.46% of Australians say they are either very or quite likely to change their main financial institution in the next six months.
Poor interest rates and fees are emerging as stronger triggers than service dissatisfaction.
About 4.17% of consumers cited poor interest rates as their main reason for switching, while 4.02% pointed to high fees and charges. Poor service was lower at 2.50%.
At the same time, 73.87% of respondents agreed that bank and financial institution profits are excessive.
Rose Lopreiato
Rose Lopreiato, commercial lead for Australia at Nielsen Ad Intel, said advertising pressure is tracking closely with consumer unease.
“Financial brands are operating in a category where competitive activity and consumer pressure are rising at the same time. Ad Intel shows where advertising investment is increasing and which brands are driving that pressure, while CMV helps explain the consumer mindset behind it, from switching intent and cost-of-living stress through to demand for credit, savings and investment products. Together, those insights help marketers understand not just where the market is moving, but why.”
Savings, credit and crypto all in focus
The same consumer data shows 36.36% of Australians say they find it hard to make ends meet, while 49.35% remain concerned about mortgage costs.
More than 13% plan to open a new credit card within six months, while 3.96% intend to take out a personal loan.
Demand is also growing for safer savings options. Online-only high-interest savings accounts rank as the second most sought-after financial product, with 13.45% planning to open one, while 9.79% intend to open a term deposit.
Investment interest remains split between traditional and newer products, with 11.48% planning to invest in shares and 10.78% intending to invest in cryptocurrency.
The latest figures suggest financial marketers are now competing across both brand trust and product relevance as households reassess where money is held, borrowed and invested
Top Image: AI Generated