Key stat: US financial and insurance companies grew total media ad spending 17.8% in H1 2025, reaching $5.9 billion, according to a January report from MediaRadar.

Beyond the chart:

• The H2 pullback reflects a market recalibrating, not retreating. Fitch expects the P&C insurance market to soften in 2026 amid competition and pricing pressures.
• Meanwhile, the brands spending most aggressively are fighting a deeper credibility problem. About 62% of Americans say they trust banks and financial institutions, down from 76% before the 2008 financial crisis, per Gallup.

Use this chart: Drop this in your next financial services or media planning meeting to show where category investment is heading. Use the half-over-half comparison to benchmark your brand's trajectory against the broader sector, and show leadership how the full-year growth picture stacks up.

Related EMARKETER reports:

• US Financial Services Ad Spending Forecast 2026 (EMARKETER subscription required)
• US Banking Consumer Trust 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.