Data: Insurance Brands Scaled Back on TV in 2023
iSpot data reveals that the sector as a whole scaled back to the tune of a 21.1% year-over-year decrease in TV ad impressions
The auto and general insurance industry has long been one of TV’s biggest advertisers. While that remained true in 2023, iSpot data reveals that the sector as a whole scaled back to the tune of a 21.1% year-over-year decrease in TV ad impressions and a 20.6% decrease in estimated TV ad spend compared to 2022.
- Progressive was not only the No. 1 insurance brand by share of household TV ad impressions, it was the most-seen brand across ALL categories advertising on TV.
- Liberty Mutual took second place for share of insurance impressions, but owned all six of the most-seen insurance ads in 2023.
- Of the 204 insurance brands on TV in 2023, 135 of them did not air nationally and instead relied on streaming and/or local advertising to reach consumers.
- News was one genre displaying growth for insurance advertisers, jumping from 15% to 16.2% of national linear TV ad impressions for auto & general insurance brands.
Download iSpot’s full 2023 report for the insurance industry here.
