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2023 in Review: Insurance TV Transparency Report

Inside the Report

2023 was another big year for insurance brands on TV, even if overall ad minutes decreased significantly over the prior year – down just over 28% compared to 2022. The year saw five category giants claim nearly three quarters of category impressions for auto and general insurance brands, with a variety of campaigns from the top two contenders making up nearly half overall. 

With over 200 brands colliding to compete for viewers, how did the plans of smaller brands play out? With streaming-only and locally-targeted campaigns creating new opportunies for more advertisers to land messages with TV audiences, how are brands embracing them?

Get the 2023 Year in Review: Insurance TV Transparency Report to dive into the ad data that demonstrates how insurance brands are modernizing TV ad strategies to reach audiences across screens and markets. 

Insurance 2023 Year In Review highlights include:

  • No accident: Progressive led the category in both ad impressions and minutes in 2023, capturing 28.9% of impressions for both auto and general insurance brands.
  • A winning policy: While Liberty came in second overall for impressions, it scored big with the six most-seen ads in the category.
  • While advertising attributed to major sports programming generally shrunk year over year, five of the most-watched sports still jointly collected a 17.5% share of industry impressions.
  • Of the 204 insurance brands on TV in 2023, 135 of them did not air nationally, relying rather on streaming and/or local advertising to reach consumers.