Insurance Industry TV Ads Ranked by Search Engagement
EDO scored every insurance ad airing between January and June 2019 and ranked the major insurance brands based upon Search Engagement driven by their national TV ad airings. Search Engagement is a proprietary EDO measure of the increase in online search activity for a brand or product immediately following a TV ad airing.
For the first half of 2019, GEICO (#1) had the most robust media plan and number of creatives within the insurance industry, outpacing its rivals’ by almost 9B impressions and 29K airings. GEICO and Progressive (#2) had almost identical impression levels during Afternoon Daytime. However, during Overnight, GEICO had almost 4B more impressions than Progressive.
Progressive had a firm grip on #2. During Q1 GEICO was using a much higher volume of impressions and airings; since April, the levels between both brands have been nearly identical.
State Farm, Allstate, Liberty Mutual, and The General drove similar levels of SEV with the following insights:
State Farm (#3) purchased 4B more impressions during Primetime than Allstate (#4). State Farm had more airings in February and March. Allstate used more impressions during Early Fringe and Afternoon Daytime.
Liberty Mutual (#5) had the highest level of impressions within this group (#3 overall) and #2 in airings overall. It found less success generating Search Engagement on a relative basis with its creative executions.
The General (#6) had the least amount of impressions within this group (#6 overall) and substantially less % of Primetime (#13) and used creative effectively to make up for its lighter media spend.
Highest Impact National Broadcast Primetime Airings
GEICO used engaging programming and creative to great success. It struck Search Engagement gold when it brought back “The Best of GEICO,” a collection of commercial favorites spanning 25 years, sweeping 9/10 highest impact airings (note that EDO’s methodology carefully focuses on intent-indicating search behavior and deliberately excludes extraneous searches such as “funny GEICO commercials”).
The humorous Jaime’s 40th for Progressive found success on 60 Minutes
Top 10 Airings of the Week
Ranked by Search Engagement Volume
1. GEICO Maxwell the Pig – 50.6 SEV
Pre-Kick (FOX), January 5, 24.6M impressions
2. Progressive Jamie’s 40th – 35.0 SEV
60 Minutes (CBS), March 24, 16.2M impressions
3. GEICO Caveman Airport – 32.5 SEV
Ellen’s Game of Games (NBC), January 15, 6.4M impressions
4. GEICO Hump Day – 29.6 SEV
America’s Got Talent (NBC), January 14, 10.0M impressions
5. GEICO Possum – 29.2 SEV
NFL on FOX Pregame (FOX), January 5, 24.6M impressions
6. GEICO Hump Day – 21.7 SEV
The Masked Singer (FOX), January 9, 7.1M impressions
7. GEICO Caveman Airport – 21.7 SEV
America’s Got Talent (NBC), January 28, 10.5M impressions
8. GEICO Hump Day – 21.1 SEV
America’s Got Talent (NBC), January 21, 9.7M impressions
9. GEICO Maxwell the Pig – 17.9 SEV
Young Sheldon (CBS), January 3, 11.0M impressions
10. GEICO Caveman Airport – 16.7 SEV
Manifest (NBC), January 21, 5.4M impressions
This list excludes all airings during live events, including live sports.
Highest Impact Live Events Airings
NFL Playoff Football on CBS, FOX, and NBC proved to be very effective programming to drive SEV for both GEICO and Progressive
GEICO commercials from “The Best of GEICO” collection swept 7/10 highest impact airings during live events
Top 10 Airings of the Week
Ranked by Search Engagement Volume
1. GEICO Caveman Airport – 247.7 SEV
NFL Football (NBC), January 6, 35.9M impressions
2. GEICO Best of Geico – 199.0 SEV
NFL Football (CBS), January 20, 53.9M impressions
3. GEICO Best of Geico – 154.3 SEV
NFL Football (FOX), January 12, 28.5M impressions
4. Progressive Jamie’s 40th – 91.9 SEV
NFL Football (CBS), January 20, 53.9M impressions
5. GEICO Hump Day – 73.5 SEV
NFL Football (NBC), January 6, 35.9M impressions
6. Progressive Jamie’s 40th – 69.4 SEV
2019 NCAA Basketball Tournament (CBS), March 31, 16.2M impressions
7. GEICO Maxwell the Pig – 66.2 SEV
NFL Football (CBS), January 13, 29.2M impressions
8. GEICO Gecko Interview – 66.0 SEV
NFL Football (NBC), January 6, 37.7M impressions
9. GEICO Collect Call – 63.2 SEV
NFL Football (CBS), January 20, 53.9M impressions
10. GEICO Hump Day – 62.0 SEV
NFL Football (CBS), January 13, 29.2M impressions