After two weak years, the banking sector is set for an ad spending rollercoaster through 2026. To make the most of their ad dollars, banks will need to pay close attention to the specific activities consumers engage with in digital channels. Here are five charts that unpack our ad spending and time spent with media forecasts.

US banking digital ad spending growth is in a honeymoon period

The growth rate will jump by 10.6 percentage points in 2024, reaching 18.1%—far exceeding overall digital ad spending growth. It will hold strong in 2025, rising to 20.1%.

Large banks are primarily driving this ad spending rebound. JPMorgan Chase and Citi both reported higher-than-expected earnings in Q2 2024. Moreover, they were buffered from crises in commercial real estate and banking as a service that pummeled smaller peers. They’re now funneling some of this profit into advertising.

Click here to view our full forecasts for US banking and lending industry digital ad spending, US financial services industry digital ad spending, and US digital ad spending.