During Super Bowl XLVII, E*Trade Was the Only Financial Services Advertiser

  • JJ Hornblass
  • February 3, 2013
  • 1

For financial services marketers, it is anything but a “Super” Bowl this year. According to published reports, E*Trade Financial was the only financial services company spending the $3.8 million for a 30-second spot during this year’s Super Bowl, which featured a skin-of-their-teeth victory for the Baltimore Ravens. That is not to say financial services companies are averse to football, mind you. Six of the 34 college football bowl games during the 2012-2013 season were sponsored by FIs, including Capital One Financial Corp. and Discover Financial Services.

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JJ started the first iteration of Bank Innovation back in 2007, and has been working on it ever since. He also serves as President & Chief Executive Officer of Royal Media, Bank Innovation’s parent. He founded Royal in 1995 and oversees all aspects of the New York-based diversified media company. Prior to forming Royal, JJ was on the editorial staff of American Banker, the daily newspaper, and worked as an editor of a business magazine in Hong Kong. As a reporter and editor, he has won journalism awards from the National Press Foundation, Newsletter & Electronic Publishers Foundation, and the Reader’s Digest Foundation. He has a BS in Economics from Yeshiva University and a Master’s from the Columbia University Graduate School of Journalism. He was also a Fellow at the University of Wisconsin-Madison Graduate School of Banking. He lives in New York City with his wife, two daughters, and son. He counts among his accomplishments one New York City Marathon, two New York City Triathlons and the 2010 Father’s Day 5K, the first race he ever ran with his daughters. He can be reached at hornblass@gmail.com or 212-564-8972.

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