• Advertising Age , Friday, March 13, 2009 9:33 AM

The top 25% highest-performing banks are those that spend the highest portion of their ad budgets on TV, says a new study from Aite Group. The report examines ad-spending and return on advertising performance of 32 of the largest 50 U.S. retail banks from 2006 through 2008.

Banks that performed best in driving deposit, loan and IRA account growth included big names such as Citibank and Wachovia, as well as smaller companies like Huntington, BB&T and Hudson Bank. These top performers generally invested 50% of their ad dollars in TV. Banks that performed less well devoted 23%-36% of their ad budget on TV.

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