We study the M&A phenomenon in Europe during an extensive period spanning 1996-2010 using a sample of 118 domestic bank Ms&As. We compare the short-term impact of acquirer and target share prices around the announcement period and find significant abnormal returns for target banks for the 3-day event window. We argue that prior profitability can explain short-term price effects for both acquirers and targets since ROA affects positively cumulative abnormal returns when employing cross-sectional regression analysis. Accordingly, bidder banks, displaying prior low return on equity, experience losses in the post-event 10-day period, while target banks losses expand throughout our 21-day event window, underlying the important role of ROE on the formation of investment decisions and overall market perception. Investors favour both acquirers and sellers with high prior profitability.JEL: G11; G14, G15; G34