Auto Insurance Ads During NFL Football Broadcasts

For those professional football fans, when was the last time you saw a major auto insurance carrier advertise during a football game? Last Sunday? The Sunday before? The first Sunday of the season?

Interestingly, all four major auto carriers have been advertising so far during the 2010 professional football season. This includes State Farm, Allstate, Progressive and Geico.

Geico logo from

Allstate says your best protection is through them. State Farm says they know what they’re doing because they insure more people than Progressive and Geico combined. Progressive allows you to pick and choose your policy. And besides Geico’s quirky commercials, they suggest you may be able to save 15% on your auto insurance.

Who has the largest advertising budget? Is it State Farm, who insurers over 40 million policy owners? If so, how much do they spend on TV advertising? Is it money well spent? I’m figuring advertising on Sunday afternoon is a good bet, otherwise, you wouldn’t see much of it during pro games. Regardless, it would be interesting to see the annual advertising budget of all the main carriers.

Allstate image from

In addition to seeing ads by State Farm, Progressive, Allstate and Geico, I’ve also seen an ad for Liberty Mutual and there may be others I’ve missed. I can’t remember another time in recent history that all 4 auto carriers went head to head during NFL broadcasts. It used to be beer makers or tire manufacturers would go head to head during NFL broadcasts now it’s those insurance providers trying to sell you car insurance.

Just wondering, are there other insurers available with similar rates, good customer service with excellent protection who don’t typically advertise? If so, how would you know? Is it possible for some auto insurers to grow without having a large advertising budget?


Speaking of a spokesperson, how long will Allstate stay with Dennis Haysbert? Is he becoming too stale? Is he gradually being phased out as more and more commercials highlight the Mayhem character? If Mr. Haysbert is on his way out, will he get a replacement? Speaking of a spokesperson, how long will Progressive stay with Flo (own name is Stephanie Courtney). If you look at her role from a life cycle perspective, she appears to be on her way up – a hot commodity for a while.

I find it very interesting that State Farm has introduced Eddie Matos during the last year to help market their products. Because of his demeanor, State Farm can market their product during NFL broadcasts in English and Spanish audiences. Very smooth positioning.

Some advertising critics think Geico’s commercials are the most original and wacky but that doesn’t mean I’m switching to them anytime soon…I’m interested in auto and home protection, not entertaining commercials.

Progressive logo from

Just curious about Geico, they’ve been advertising the possibility of saving 15% with car insurance. Just for grins, it would be great to know the number of folks who actually called Geico (after one of those wacky commercials) trying to save 15% on car insurance only to learn they can’t with Geico. That would be interesting. Realizing this ad has been occurring for over 10 years – it has to be millions.

Would you agree?


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