Where do Finance brands perform best on TV?
Where do Finance brands perform best on TV?
August 12
Money matters. So does where you choose to invest your TV advertising.
Switch on your TV at any given time, and you’re bound to catch an ad for a Finance brand — banks, credit cards, investment management, tax services — you name it. Consumer Finance brands invest a LOT into their TV advertising.
But does all this media reach translate into real returns? How do they know if their customer's are even engaging with their ads?
We took a hard look at the TV Viewability of all brands advertising in the consumer Finance industry — and the results were surprising. So let’s dive in.
Big reach doesn’t necessarily equal big engagement.
Our analysis revealed that the obvious, high-profile TV events - like professional football - didn’t deliver the TV Viewability that puts Finance brands into the black. But specific primetime dramas like Madam Secretary, with its significant audience, delivered higher TV Viewability than many other similar broadcast programs. Only granular, person-level TV performance metrics can uncover such nuggets.
Finance brands are leaving money on the table.
Showing up at the top of the list of were brands like Voya Financial, J. G. Wentworth, Jackson Hewitt, Mastercard and TD Ameritrade, all of whom have media plans with high TV Ad Viewability. Other big brands in the category - like Quicken and TurboTax - scored lower on the list, indicating that even household names have room to improve.
Is your Finance brand making the smart call when it comes to TV Viewability? TVision can help. Download our Finance Brand Industry Report now, and discover how our cutting-edge performance metrics can give you an edge on the competition.
More resources from TVision
TVision's New TV Attention and Creative Impact Report
Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.
TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology
Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.
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