Nielsen data shows NZ financial ad spend rising amid economic shifts

AUCKLAND, Today: Nielsen Ad Intel’s latest data shows ad spend in New Zealand’s Investment, Finance, and Banking sector rose 4.1% year-on-year, reaching $ 295.3 million between February 2024 and January 2025.

Top Investment, Finance & Banking Ad Categories
Banks led the sector, spending $ 179.5 million—up 2.9% YoY. The biggest growth came from finance and investment companies, rising 18% to $ 91.6 million. Credit cards followed with $ 20.3 million, then miscellaneous financial services ($ 3 million) and building societies ($ 365,000).

Leading Advertisers in the Sector
Top advertisers over the past year included ANZ, Bank of New Zealand, ASB Bank, Kiwibank, and Westpac. Latitude Financial Services made a big jump, climbing from 32nd to 6th place.

“This data reflects how financial institutions are responding to an increasingly pressured consumer landscape.” – Rose Lopreiato

Consumer Trends & Financial Pressures
Nielsen Consumer Media Insights (CMI) found financial satisfaction remains steady, with 73% of New Zealanders satisfied or very satisfied with their primary bank. However, financial stress is rising.

The percentage of people reporting they have “no spare money and are going backwards” increased from 10.7% to 12.7%, reflecting growing cost-of-living concerns. More Kiwis are making financial adjustments, with 47.4% planning to cut expenses and 36% aiming to boost savings in the next three months.

Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato said, “This data reflects how financial institutions are responding to an increasingly pressured consumer landscape.

Understanding the complex New Zealand advertising market is crucial for financial brands aiming to effectively connect with a wide range of consumers, from those building and managing wealth, to those facing financial pressures, and the many millions in between.”