Insurers Go On Offense With Successful NFL Advertising

As an insurance leader, you're used to thinking about whether your investments will pay off — and it's no different when it comes to ensuring ROI in your ad spend. You want to put your money where it makes an impact, getting more eyeballs on your product and more profit in your pocket. 

If you want to increase engagement and dividends, there's no better bet than airing creative during the most-watched TV property in the game: the NFL. In 2023, the NFL accounted for 5 of the year’s 15 most effective broadcasts, making it a smart investment for advertisers who know the score. 

And insurance brands who invested in NFL ad spend performed particularly well, generating a 28% year-over-year engagement lift during the regular season and a 44% year-over-year leap during the postseason. 

If you're an insurance advertiser who wants to move the goalposts on real-time audience engagement, it's time to get off the sidelines and go on the offense by investing in NFL ad spots.

The top Insurance brands reinventing the NFL advertising playbook

This year, USAA hit the ground running with creatives that helped them earn the title of most effective advertiser in the Retail category during the 2023 NFL season, up from second place during the prior year.

The top ten also saw Healthcare.gov move into the number two spot, followed by the likes of Liberty Mutual and State Farm. Our rankings measure the likelihood that a brand’s ads will inspire consumers to take engagement actions like brand searches and website visits that are highly predictive of future sales.

Here's the full who's who of insurance brand rankings:

USAA scores big with winning NFL ad

USAA also scored the most effective ad of the year in the Insurance category. The brand’s 2023 ad, Serve, was 915% more likely to generate consumer engagement than the average Insurance category ad during the 2023 NFL season.

The spot played to USAA’s audience, using the star power of former NFL player Rob Gronkowski in their humorous ad designed to engage military families.

Play to win with EDO's NFL TV Outcomes Report 

Your ad strategy shouldn’t be a last-minute Hail Mary. It should be based on solid evidence of what works for Insurance advertisers and what doesn’t.

For a granular breakdown of NFL investment and tips for winning ad plays, check out our full NFL TV Outcomes report and score big on your ad investments.