Financial Services Opps: Chime increases digital, national TV ad spend significantly in 2021

Over the past several months Chime has significantly increased its ad spend, so sellers with experience in the financial services world should contact to secure ad dollars.

So far this year, iSpot reports Chime has allocated ~$44.3m toward national TV commercials, almost double the ~$25.1m spent in the same period 2020. Full 2020 national TV spend ended at ~$31.9m, just over 200% more than 2019's spend, which was ~$10.6m.. Chime's 2021 commercials have targeted Gen-X (slight female skew) viewers during shows such as Forged in Fire, The Masked Singer, Pawn Stars, Ancient Aliens and American Pickers.

According to Pathmatics, the company has spent ~$79.2m on digital ads YTD, already 16% more than the ~$68.1m it spent in all of 2020. In 2020, Chime's estimated full-year spend, $68.1m, was more than triple that of $22m in 2019. Since the beginning of 2021, the company has earned ~8.8b digital impressions via Facebook (66%), Instagram (24%), desktop video (9%) and desktop display (1%) ads.

Additionally, Magellan shows Chime has aired 63 podcast ads within the past 12 months.

Right now, the company has a very wide target demographic; it targets Gen-Z with paid social ads, millennials with paid social and podcast ads and Gen-X with TV ads. Sellers should get in touch soon to secure some of these increasing ad dollars.

Agency & martech readers - You may be able to secure project-based work down the road, though I don't see major signs of upcoming reviews right now. BarrettSF handles creative, digital and social.