Advert impressions for insurance coverage massive GEICO have plummeted in 2023 whilst Revolutionary jumped up the scores in a yr of cutbacks for insurers, in step with a just lately launched file.

GEICO, which took the highest spot because the most-seen insurance coverage emblem in 2021 and used to be 3rd in 2022, fell to fourth position in iSpot.television’s 2023 Insurance coverage Manufacturers TV Advert Transparency Record scores by way of TV advert impressions.

GEICO’s family TV advert impressions fell 70% year-on-year.

The insurer concentrated extra closely on dayparts, which come with primetime, weekend afternoons and daylight hours slots, in step with the file.

Rival Revolutionary moved into the highest spot within the advert scores, claiming a 22.36% percentage of insurance coverage TV advert impressions, up from 15.12% for a similar length the former yr.

Closing yr’s most-seen insurance coverage emblem, Liberty Mutual, used to be in 2nd with a 14.48% percentage, whilst Allstate used to be 3rd with 7.1%.

State Farm held onto the 5th spot, with a shrinking 4.63% percentage.

No longer simply GEICO – insurer TV advert impressions shrink 17%

Total, insurers lower down on advert impressions by way of just about 17% year-over-year. Alternatively, lifestyles insurance coverage impressions jumped 16.8%, which iSpot attributed partly to expansion all through drama and motion collection, fact programming, and TV films.

Auto and common insurance coverage manufacturers noticed a year-over-year greater percentage of daylight hours TV advert impressions, from 16.56% to 19.43%. The shift is a part of a bigger promoting development in opposition to that daypart, iSpot mentioned.

In the meantime, some insurance coverage manufacturers gave the impression to view faculty basketball as much less of a slam dunk, with a 29% relief in males’s faculty basketball recreation impressions. Manufacturers together with New York Lifestyles, Humana, and others did although see will increase in faculty basketball impressions as opposed to the similar length all through 2022.

The NBA remained the highest program by way of insurance coverage advert impressions, with the NFL in 2nd, and school basketball in 3rd. Legislation & Order: SVU and The Value is Proper rounded out the highest 5.

CBS most sensible community for insurance coverage advert impressions

CBS (8.35%), ABC (6.33%), and NBC (5.36%) had been the highest 3 networks for insurance coverage advert impressions.

Maximum considered emblem Revolutionary accounted for nearly 40% of the insurance coverage business’s impressions on NBC, in addition to 30% on Fox and greater than 28% on each CBS and ABC, in step with iSpot.

In the meantime, Liberty Mutual got here out most sensible in cable information, accounting for 42% of MSNBC insurance coverage impressions and 29% on Fox Information and CNN.

GEICO could have lower down general, however it did nonetheless zone in on sports activities, with the insurer handing over 23% of all insurance coverage advert impressions on ESPN.