Progressive Owns 25% of Auto/General Insurance Ad SOV on Both Linear & Streaming

The auto and general insurance industry is a pillar of linear TV advertising: Discounting TV network promotions, the category ranked third for ad reach in 2024, behind QSR and automakers, according to iSpot data. And even more notable is that Progressive was the No. 1 brand across all industries by linear ad reach last year (again, not counting network promos). Its dominance has continued in 2025, again ranking first for reach outside of TV networks. 

iSpot’s analysis of the auto and general insurance industry from Jan. 1 through Feb. 20 reveals that Progressive is neatly balancing reach on linear and streaming, owning about 25% of the category’s ad impressions SOV on both. Meanwhile, some other insurance brands are displaying slight differences for one vs the other.

• Allstate is right behind Progressive in terms of industry reach on streaming, with an impressions SOV of 24.31% vs. Progressive’s 25.50%.
• But on linear, Allstate ranks third (15.26%), behind Progressive (25.49%) and Liberty Mutual (18.90%).
• Other insurance brands that are seeing a higher share of voice on streaming vs. linear TV include GEICO, State Farm, Insurify and AAA.
• Across all industries (sans TV network promos), Progressive and Allstate have the highest streaming SOV, underscoring how these brands are prioritizing reaching streaming audiences.