Nielsen//NetRatings revealed today that financial services companies dominated three out of the top five advertisers in June 2001, according to the latest research from Nielsen//NetRatings' AdSpectrum
service.
Taking the top ranking was Providian Bank Corporation, which spent more than $20.1 million in online advertising during June. JP Morgan Chase followed with $16.9 million in online
advertising spending, while Sony Corporation had more than $15.6 million. Capital One's ad spending totaled $14.7 million, while AOL Time Warner rounded out the top five with $14.1 million.
The
three financial services companies in the top five rankings comprised $51.7 million of online ad spending, with total spending for the top ten online advertisers at $143 million (see table below).
"The financial ads are an example of the current trend in the world of online advertising - the merger of branding and direct marketing," said Allen Weiner, vice president and principal analyst,
NetRatings. "Financial services ads marketing brand names such as Visa, MasterCard and Shell are used for branding, while direct offers are created through the simple click of a banner."
"The
financial services push is reflective of economic times. With the economy slowing down, financial services companies are doing everything they can to stimulate consumer spending," said Weiner.
+------------------------+---------------------------+
|Advertiser | Total U.S. Spending (000) |
+------------------------+---------------------------+
|1. Providian Bank Corp | $20,080 |
|2. JP Morgan Chase & Co | $16,949 |
|3. Sony Corp
| $15,561 |
|4. Capital One | $14,656 |
|5. AOL Time Warner Inc | $14,141 |
|6. Classmates Online | $13,708
|
|7. Bertelsmann Ag | $13,705 |
|8. Orbitz Llc | $12,001 |
|9. Neway Inc | $11,725 |
|10. Amazon.Com
Inc | $10,551 |
|TOTAL | $143,075 |
+------------------------+---------------------------+
Source:
Nielsen//NetRatings, June 2001