Auto & General Insurance on TV

Transcription

1 Title Sub-Title An ispot Insights Report Auto & General Insurance on TV (Jan 1, 2018 Nov 30, 2018)

2 2018 Highlights 43 Brands $3.9B Est. Spend 272.7B TV Ad Imp. Ran 549 ads, 1.4 million times so far in 2018 This represents an 11.8% increase from 2017 s spending during this period This represents a 40.5% increase from 2017 s spending during this period 2nd largest advertising category on TV during this period, responsible for 6.1% of the total advertising spend on TV and 4.3% of the TV Ad Impressions generated, topped only by Automakers. Category Leaders GEICO was the largest spender for the category, accounting for 27.9% of the categories total TV ad spend, and generating 22.4% of the categories total TV ad impressions.

3 Top Networks CBS NBC FOX ABC ESPN Top Shows NFL Football College Football 2018 NCAA Basketball Tournament NBA Basketball 2018 Winter Olympics Year over Year When comparing 2018 s results to 2017, the category increased its metrics across the board. The category jumped 11.8% in terms of spending, from $3.4B in spending to nearly $3.9B, and 40.5% in terms of TV Ad Impressions - from 194B to 272.7B. The category also increased its ads placed by 7.6%, and the airings served by 14.4%. Metrics % Change Est. TV Ad Spend $3,870,018,115 $3,459,819, % TV Ad Impressions 272,725,847, ,026,141, % Spots % Airings 1,434,692 1,253, %

4 Audience

5 Standout Creatives Allstate s Grounded was the best performing ad for the category in With an Attention Score of 94.15, this ad was interrupted 34% less frequently than the industry average even after generating over 3.1B TV Ad Impressions. State Farm s Sir Robert delivered an Attention Score of 93.61, this ad was interrupted 27% less frequently than the industry average even after generating over 3.1B TV Ad Impressions. Progressive s Cycling is My Passion delivered an Attention Score of 93.48, this ad was interrupted 26% less frequently than the industry average even after generating over 2.8B TV Ad Impressions.

6 Center of Attention: Nationwide (Oct. 1, 2018 Dec. 4, 2018) Since the start of Q4 through Dec. 4, 2018, Nationwide is ranked #7 in total TV Impressions among auto insurance brands with 2.2B Impressions. Over the same time period industry leader GEICO has run seven-times the number of impressions as Nationwide, delivering 14.8B impressions. Nationwide has the highest Attention Score of any auto insurance advertiser since Oct. 1, 2018, at 95.54, nearly 7-points higher than GEICO s (88.56), and more than 10 points higher than the #2 advertiser, Liberty Mutual (84.89). Nationwide s success in holding viewer s attention is consistent across all programming genres. Nationwide s best performing ad Vanishing Deductible featuring Peyton Manning and Brad Paisley debuted on Nov. 3, 2018, delivering an Attention Score of and an Attention Index of 170. Benchmarked against all insurance spots during the same timeframe, this ad gets 70% fewer interruptions than the average spot. As a point of comparison, GEICO s Arm Wrestling & Basketball Champion spot has an Attention Score of 72.82, and an Attention Index of 36, meaning it gets 64% more interruptions than the average auto insurance spot.

7 The Baby Shower spot featuring Peyton Manning and Brad Paisley has an Attention Score of and an Attention Index of 153, benchmarked against all insurance spots during the same timeframe, this spot gets 53% fewer interruptions than the average spot. Unlike virtually all of its major competitors, Nationwide has been de-emphasizing NFL programming in its current TV strategy. The pro-football genre ranks only #15 in programming genres for Nationwide since 10/1. That may be a bit of a surprise for the advertiser that employs Peyton Manning, but it s not a surprise that when Nationwide does advertise with the NFL, it well outperforms all five of its biggest competitors; GEICO, Allstate, Progressive, Liberty Mutual, and State Farm. With an NFL Attention Score of 91.97, Nationwide only just loses to USAA, with Nationwide s Top Genres (ranked by TV Ad Impressions) Attention Score Baseball (Playoffs & World Series) College Football Reality Movies Drama & Action 96.03

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