Insurance Industry TV Ad Transparency Report

Insurance brands have long dominated TV. And while that remains the case, the last year has seen the industry scale back its TV ad footprint. iSpot’s latest industry spotlight report explores how insurance brands have adjusted TV ad approaches in 2023, with a greater emphasis on daytime programming.

Given the scale and size of the insurance industry on TV, these shifts are informative for other advertisers as well. Primetime sporting events remain a focus, yet daytime shows are increasingly becoming a vehicle for ad reach across industries (and typically at a lower ad cost than traditional “premium” buys).

Discover these points and more in iSpot’s Insurance Industry TV Ad Transparency report. Get details around the TV’s top insurance brands, top networks and programs for ad impressions, and the industry’s most likeable ads this year.

Highlights include:

• Insurance Cuts Back: Across all categories, insurance (general & auto, health and life) has reduced TV ad impressions in 2023 by nearly 17% YoY vs. Jan. 1-Aug. 31, 2022.
• Digging Daytime: Auto & general insurance brands saw a YoY increase in share of TV ad impressions delivered during daytime, from 16.56% to 19.43% — the shift is part of a larger advertising trend toward more impressions during that daypart.
• That’s Life (Insurance): Despite an industry-wide decrease in ad impressions YoY, the life insurance category jumped by 16.8%, in part due to growth during reality programming, drama & action series and TV movies.