AdWeek: Trading Co.'s Adspend Takes Off With Market

Back when most online businesses were profligate spenders on network television, E*Trade ran an ad on the Super Bowl that stated, "Well, we just wasted $2 million bucks." That was in 2000, when the online brokerage spent $140 million on advertising. In the slump that followed, ad billings went down about an order of magnitude. Now they're back, up above a $90 million annual rate, and so is the attitude.