As 2018 winds down, we partnered with TV advertising attention analytics company iSpot.tv for a deep dive into the insurance industry to see how it allocated budgets over this year. The data below covers Jan. 1 through Nov. 30.
Insurance — both auto and general — was the second-largest advertising category on TV (topped only by automakers), with an estimated spend of $3.9 billion, making it responsible for 6.1% of the total advertising spend on TV. That budget was spread out across 43 brands, which ran 549 ads 1.4 million times, generating a massive 272.7 billion TV ad impressions, or 4.3% of all impressions this year.
GEICO led the way, accounting for 27.9% of the total ad spend and 22.4% of the category’s total TV ad impressions.
The top networks by estimated spend were CBS, NBC, Fox, ABC and ESPN, while the programming with the most spend was entirely sports related: NFL led the way, followed by college football, the 2018 NCAA Basketball Tournament, NBA and the 2018 Winter Olympics.
When comparing 2018’s results to the same period in 2017, the insurance industry increased its metrics across the board:
- 7.6% increase in spots (510 to 549)
- 14.4% increase in airings (1.3 million to 1.4 million)
- 11.8% increase in estimated spend ($3.4 billion to nearly $3.9 billion)
- 40.5% increase in TV ad impressions (194 billion to 272.7 billion)
The 35-54 age range made up 36.6% of TV ad impressions, followed by the 55+ crowd (34.1%) and 18-34 year olds (29.3%). Males were slightly more likely to see insurance ads, accounting for 51.6% of impressions, followed by females (48.4% of impressions).
Looking at when insurance spots were seen, 87.2% of impressions were generated live plus same day, followed by 3-day time shifted.
Allstate’s “Grounded” was the best performing ad for the category in 2018. With an attention index of 134, this ad was interrupted 34% less frequently than the industry average even after generating over 3.1 billion TV ad impressions.