Banking and Finance



About the Banking and Finance Industry

The Australian Banking and Finance industry is dominated by the Big Four banks; ANZ, Commonwealth Bank, Westpac and NAB including other financial institutions, mutual banks, retail banks and foreign banks. BigDatr delivers invaluable industry data that will provide users with insightful analytics and research into how the Banking and Finance market is performing. Access to industry performance benchmarks for any particular banking or financial institute, product types or campaigns by location.

Brands within the Banking sector will continue to innovate and drive change in order to keep up with the challenges faced by the market, including technological changes, changing consumer behaviour and demographic changes. Get insights into current and future banking trends across Australia, with an indication of overall advertising spend per brand. BigDatr will show you every advertising execution within the banking sector with media insights into Television, Newspaper, Magazine, Digital, Radio and Out-of-Home. Take a look at campaigns that are promoted most aggressively, along with the messaging behind them to target potential customers. 


Advertising Seasonality


No surprises here with September, October and November being the peak advertising periods for the Banking and Finance industry. The main driver here is Credit Card advertising which is also seen post Christmas with February and March also promoting Credit Cards with low interest balance transfers on all that holiday spending debt. Note that Home Loan advertising is also a large portion of advertising activity, typically driven by reacting to the Reserve Bank of Australia (RBA) interest rates which can change in any given month.

Numbers represent advertising seasonality relative to the highest point on the chart for the given time period. A value of 100 is peak advertising activity for the industry. A value of 50 means that advertising is half as active. Likewise a value of 0 means there is no advertising in this period.


Products and Categories

We understand that each industry has a number of product types within them, which is why categorisation is so important to us. By providing meaningful data, we tailor each industry in conjunction with leading brands, so that our categorisation allows the most granular filters.

Get a better understanding of the depth of product offerings within the Banking and Finance industry with our smart categorisation. Our categorisation will give you an idea of where banks are focusing their points of difference, and what areas brands are giving most attention.

Everyday Banking Savings Account Term Deposit Credit Card
Debit Card Travel Card Home Loan Personal Loan
Business Banking Online Banking Online Trading Advice
Service and Investment No Category


Industry at a glance



BigDatr segments specific ad types by Brand, Retail, Sponsorship and Competition. Brands within the Banking and Finance industry predominantly run Brand centric advertising. In an attempt to build consumer trust, bank ads are more emotive than ever before and aim to portray trust, personalisation and compassion to consumer concerns. The Banking and Finance industry is experiencing pressure to position themselves as customer-centric and build trust with challenges faced by the market such as the severe housing affordability issue, increased living costs, access to quality education and being financially stable throughout retirement.

A number of brands also run Retail type advertising which is used to drive traffic, call to actions and increases to customer acquisition, with brands usually creating immediacy with special offers within a specific time frame. A common example of Retail advertising in the Banking and Finance industry would be rewarding bonus loyalty points after spending a certain amount on your credit card purchases.

Get a snapshot of real time advertising, with clear competitor comparison reports to identify marketing strategy trends which can be exported with a single click. Access to Banking and Finance industry data will offer insightful industry analysis into the market at national level.



Competitive Landscape



Estimated annual
media spend


Average number of
campaigns per month





Major Brands



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