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Anorbank — Leader of the Financial Category on TV in 2025
08.09.2025Anorbank — Leader of the Financial Category on TV in 2025
In 2025, the “Finance” category entered the top 3 largest advertising segments on television, accounting for 14% of total ad budgets. According to Kantar Media (TA 18–54), the financial sector shows the highest growth rate: +61% in January–July 2025 compared to the same period in 2024.
Over the past four years, the category has grown 13-fold.
Leaders in share of voice (SOV) in 2025:
• Anorbank — 27% (WGRP) | 18% (GRP)
• Uzum Bank — 16% | 18%
• TBC Bank — 11% | 14%
Thus, more than half of all advertising activity in the financial category is generated by three brands.
Anorbank is the absolute leader of the segment. The bank holds first place in the financial category and is among the country’s top 10 largest advertisers.
The emphasis on promoting digital services is especially noticeable: 74% of Anorbank’s advertising inventory is aimed at mobile applications.
High competition in the category, the growth of fintech and the return of banks to TV confirm that television remains a key channel for building reach and strengthening market share.
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