Banks pull back on advertising, weathering the royal commission storm
Australian Financial Review 01 Feb 2019 4:40 PM
Max Mason
Australian bank spending on advertising has become the latest scalp of the Hayne royal commission, dulling what was a record year for media agency spend – but a campaign to rebuild public trust could see the financial services sector advertise more this year.
Standard Media Index figures, which measure media agency spending, show that after massive increases in advertising in the first three quarters of 2018, spending by domestic banks, largely the big four, fell off a cliff in the final three months of the year.
With the top brass from the Commonwealth Bank of Australia, National Australia Bank, Westpac and ANZ in the witness box in the final months of last year, financial services tightened advertising budgets as they weathered the storm of public outrage.
In the fourth quarter...