With the financial year ending on Saturday, our latest findings show a compelling story about those in the market for new financial services and their consumption of news brand content
Analysis reveals that nine in 10 Brits in the market for new financial services are news brand readers, making them the perfect (ad) investment partners for your financial brand.
In terms of ad placement and content, those in the market for financial products are more likely than the typical UK adult to read news brands for advice and opinions — 112% more likely to be looking for practical advice and 87% more likely to be using the content to help form an opinion.
TouchPoints data shows that those looking to switch bank account provider are 71% more likely to trust advertising they see in a newspaper. This ‘halo effect’ that quality journalism provides isn’t just unique to finance brands — read more about this in our ‘Trust’ report.
Finally, financial services creative shows excellent cut-through, with high recall shown particularly for digital ads. On average they post a recall rate of 42%, 12 points higher than the industry benchmark.
You can read our full report on financial advertising or, if you’re looking for creative inspiration, here are some financial partnerships with news brands.
