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Insurance Advertising Inside The Numbers

Insurance Advertising Inside The Numbers. Jon Swallen TNS Media Intelligence November 5, 2009. My Outline. Focus on ad expenditures Category and key segments Top advertisers Dollar volume and media allocations How ad messaging has evolved TV sports advertising. TNS Media Intelligence.

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Insurance Advertising Inside The Numbers

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  1. Insurance Advertising Inside The Numbers Jon Swallen TNS Media Intelligence November 5, 2009

  2. My Outline Focus on ad expenditures Category and key segments Top advertisers Dollar volume and media allocations How ad messaging has evolved TV sports advertising

  3. TNS Media Intelligence Leading provider of strategic advertising and marketing information toU.S. advertisers, agencies and media properties Competitive intelligence across 18 media segments Monitoring the industry: 3.1 million unique products; 400,000 companies $140+ billion in ad expenditures over 500,000 ad occurrences collected every day

  4. Media Coverage • Network TV • Cable TV • Syndication • Spot TV • Hispanic TV • National Newspapers • Local Newspapers • Hispanic Newspapers • Network Radio • National Spot Radio • Local Radio • Consumer Magazines • B-to-B Magazines • Sunday Magazines • Local Magazines • Hispanic Magazines • Internet (display) • Outdoor

  5. Handling of 2009 Data Actual spending available through August 2009 2009 growth rates are based on January-August Full year 2009 spending projections made by applying YTD growth rates against 2008 ad dollars Notated as “2009 (e)”

  6. Insurance Advertising Trends

  7. Benchmarks Source: TNS Media Intelligence

  8. Financial Advertising Down 19% YTDPacing at $11.0 Billion -18.4% $13.47 $10.99 -18.7% -7.4% $5.52 -22.5% -39.0% $4.49 $4.05 $3.75 $2.21 $1.69 $1.72 $1.03 Source: TNS Media Intelligence

  9. Insurance Ad Spend Growth Rates Slipping +10.8% +0.7% -7.4% Source: TNS Media Intelligence

  10. Insurance Advertising Segments

  11. Ad Expenditures By Product Segment2009 Projected -9.5% +0.5% -9.6% -16.7% Source: TNS Media Intelligence

  12. Share of Category Ad Spend 7.6% 10.1% 15.6% 42.5% 21.8% 47.0% 29.8% 25.7% 2006 2009 YTD Source: TNS Media Intelligence

  13. Top Advertisers – 2008 Source: TNS Media Intelligence

  14. Top Advertisers – 2008 Source: TNS Media Intelligence

  15. % Change In Ad Spend:Jan-Aug 2009 Source: TNS Media Intelligence

  16. Auto Insurance

  17. Background Fragmentation vs. Concentration Short purchase cycle

  18. Background Fragmentation vs. Concentration Short purchase cycle A price-driven marketplace Advertising’s role: build/maintain awareness and recognition

  19. Auto Insurance Advertising +6.4% +11.3% -9.5% $1,822 $1,712 $1,649 $1,537 Source: TNS Media Intelligence

  20. Auto Insurance Spending Is Concentrated Source: TNS Media Intelligence

  21. 2008 Ad SpendAuto Insurance Source: TNS Media Intelligence

  22. % Change In Ad Spend:Jan-Aug 2009 Source: TNS Media Intelligence

  23. Ad Spend Growth By Mid-Size Auto Insurers $43.5 $23.8 $23.3 Source: TNS Media Intelligence

  24. Top Brands Pursue Different Media Mixes Source: TNS Media Intelligence

  25. Ad Messaging Typical message points are price, policy features and customer service Have auto insurers changed their ad message in response to shifting consumer attitudes brought on by the recession? TNS analysis of TV commercial messages Big Four auto insurers Jan 2008 thru June 2009 More than 100 unique commercials analyzed

  26. CONTINUITY CAVEMEN GEKKO COMPLEMENTARY CELEBRITY STORYTELLER KASH

  27. Source: TNS Media Intelligence

  28. Safe Driver Bonus Accident Forgiveness Switch and Save Coverage Checkup

  29. Source: TNS Media Intelligence

  30. Source: TNS Media Intelligence

  31. Source: TNS Media Intelligence

  32. Recap Spending growth has (temporarily) abated Fierce competition among the large national brands Puts pressure on other advertisers to increase ad spend National TV still the cornerstone of media campaigns Ad messaging has moved toward price savings as consumers have become more value-conscious

  33. Health Insurance

  34. Definitions “Health Insurance” includes these products: Medical Dental Prescription drug Medicare supplement Long-term care Disability

  35. Background Highly competitive industry 5,000+ companies Markets Employer-sponsored plans Individual policies Advertising primarily targeted to the individual market

  36. Health Insurance Advertising -1.2% -6.5% -9.6% Source: TNS Media Intelligence

  37. Health Insurance AdvertisingSpend By Product Line -24.8% 51% +4.5% -9.9% Source: TNS Media Intelligence

  38. Ad Spending Is Fragmented Source: TNS Media Intelligence 600+ Advertisers in 2008

  39. Network TV: 70-75% of spend Sports: Nearly 40% of the TV budget 8 new TV spots this year New tag line – “Under our wing” Small business campaign

  40. Network TV: 70-75% of spend Sports: Nearly 40% of the TV budget 8 new TV spots this year New tag line – “Under our wing” Small business campaign • TV budget shift to network • Able to clear :60 DR spots • 25-30% of budget outside of TV • Targeting their core market

  41. Recap Three consecutive years of spending declines Smaller-sized budgets and fragmented spending Medicare supplement plans accounting

  42. TV Sports

  43. Background TV Sports – a $10.5 billion ad marketplace and growing $600 million from insurance advertisers Desirable programming and quality audiences Top insurance advertisers use a diversity of approaches Commercial spots Sponsored segments in TV broadcasts Corporate sponsorships with leagues

  44. Growth Rates Source: TNS Media Intelligence

  45. TV Budget Allocation To SportsSept ’08 – Aug ‘09 Geico St Farm Prgsve Allstate N-wide Aflac Travelers Hartford Liberty MetLife Source: TNS Media Intelligence

  46. Pick Your Field

  47. College Pigskin Insurance Advertisers 16% of Sports Budgets All Sports Advertisers 9% of Sports Budgets Source: TNS Media Intelligence

  48. An Example Tennessee vs. Alabama October 24, 2009 3:00-7:00pm EDT CBS Television Network

  49. Commercial Spots Auto Allstate (3) Geico (4) Progressive (1) Travelers (1) Disability Aflac (3) Life (Investments) John Hancock (3) NY Life (1) TIAA-Cref (4)

  50. TIAA Cref – PreGame Show

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