- 12 大金融服务品牌（按广告支出）揭晓
- 金融业如何在 2023-24 财年投资 6.1 亿美元用于广告宣传
- 澳大利亚金融广告的主要目标人群
- 140万澳大利亚人正在考虑转换超级基金
Sydney, Australia – October 2, 2024 – Nielsen has released its most recent Ad Intel 和 Consumer & Media View (CMV) data on the finance industry in Australia, as the sector ramps up ad spending by 9%, year-on-year.
联邦银行是该行业的最大广告商，其次是澳新银行和西太平洋银行。
虽然澳大利亚顶级金融品牌绝大多数都投入广告来推广自己的服务，但平均而言，企业赞助是第二大广告投入，其次是养老金产品、住房贷款、借记卡和信用卡以及个人银行服务。
紧随其后的是商业银行服务，其次是房地产投资产品、管理基金和电子银行产品。
Additionally, Nielsen Consumer & Media View (CMV) data shows that 1.4 million Australians are currently looking to switch super funds, while 2.9 million are considering changing banks. 34% of them say it’s because of high fees, 33% want better interest rates, and 21% plan to do so because of poor service.
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “In a highly competitive market like financial services, understanding where and how much your competitors are spending on advertising is crucial. Nielsen’s Ad Intel data reveals that ad investment in the finance sector surged by 9% year-on-year, with top brands like Commonwealth Bank, ANZ, and Westpac leading the charge. With $610 million invested across platforms, TV, General Display/Video, and Social Media emerged as the top three ad mediums. As digital channels continue to gain credibility and influence, brands need comprehensive insights into ad spend trends across both traditional and digital platforms to stay competitive.”
*Source: Nielsen Ad Intel 2021 – 2024
**Source: Nielsen CMV – 2024 Survey, March – August
关于尼尔森
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
了解更多信息，请访问 www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).
About Nielsen Advanced Audiences (Powered by Consumer & Media View)
尼尔森高级受众洞察力可丰富您的第一方数据，从而与澳大利亚和新西兰消费者建立真实联系，推动业务取得更大成功。
越了解受众，就越容易与他们建立联系。凭借丰富的人口统计和生活方式数据、购买行为和意向信息以及广泛的媒体习惯报告，尼尔森高级受众塑造了成功的品牌、广告和营销战略。
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
