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Each week, we’ll rank the top 20 CTV shows according to the TVision Power Score—a groundbreaking new metric that factors in both CTV viewership and engagement data across ALL CTV apps. Explore all of our latest TVision Signal reports.

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Insurance Advertisers
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How Insurance Brands Measure Up for Viewer Attention

Over the past 12 months we’ve seen some funny, witty and celebrity-filled ads from the insurance industry - an industry that spends more on TV advertising than almost any other.

Here we take a closer look at how well these ads engage their audience, and break down the performance of some of the biggest insurance brands: Allstate, Geico, Liberty Mutual, Progressive and State Farm.

If you're interested in more context and further analysis of the top creative for these brands, be sure to watch our Insurance Industry Spotlight webinar. 

BRAND SCORES
Linear Viewability
Linear Attention
CTV Viewability
CTV Attention

When we look at the table above, we see a few scores stand out. State Farm has significant room for improvement in their Linear TV Viewability - they should optimize toward media opportunities that do a better job of keeping viewers in the room. Geico's CTV scores are especially strong. Others in the industry may want to learn from Geico's CTV strategy.

How to Interpret TVision's Scores

All results from this report can be found in TVision's Ad Scoreboard. The platform uses a simple scoring system to benchmark ad attention and viewability performance. Advertisers can access their results and uncover competitive performance in this easy-to-use platform.

For example, a score of 7 indicates that the brand is performing better than 70% of all the brands that TVision measures.

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BELOW AVERAGE
ABOVE AVERAGE

These 30-Second Ads Captured Attention Best

CREATIVE SCORES
Ad Name
The Drivewise App: Tight Squeeze
The Gecko Eats a Burrito
Radar: LiMu Emu & Doug
Sign Spinner: Stay
Packages
Creative Breakthrough Score
103.9
100.9
101
102.6
102.1
Network Where the Ad Captured Attention the Best
55.9%
45.4%
43.3%
45.2%
47.7%
Top Daypart and % Attention Prime Time
43.1%		 Prime Access
43.5%		 Prime Access
43.9%		 Prime Time
41.5%		 Prime Time
43.1%

In the chart above we spotlight an additional metric: The Creative Breakthrough Score. TVision's Creative Breakthrough Score compares an ad's performance against other ads that ran in the same pod. Advertisers can use this information, found in TVision's Creative Scoreboard to identify breakthrough ads and optimize media placements to better engage viewers.

The % Attention metrics track what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average % Attention for Linear ads is 37% and 34.5% for CTV ads.

Across the board Primetime and Prime Access dayparts delivered the highest attention for these insurance ads, which is not a surprise as Primetime typically out performs other dayparts. Also notable, NBC delivered the highest attention for both Liberty Mutual and Progressive - indicating the network may also perform well for others in the industry.

Ad Analysis: Allstate

Allstate uses a relatable predicament to capture viewer attention. Let's take a look at what drove performance for the industry's top performing ad, Allstate's "Tight Squeeze".
  • Allstate "Tight Squeeze" Creative Breakthrough: 103.9
  • Creative Elements Drove Spike in Attention

    TVision’s second-by-second data helps advertisers pinpoint the creative elements - spokespeople, jokes, tones and imagery that best capture viewer attention. In this ad, we see consistently high attention, with spikes at specific voice overs.  Watch the full ad and see how viewers paid attention, second by second.

  • The Ad Performed Consistently Well in the First Few Weeks of Its Run
  • The Media Plan Prioritized Top-Performing Placements

This level of detail is available across every brand and ad in Ad Scoreboard.

ico_1to1_correlation

Because a single percentage point increase in attention translates to a corresponding 1% increase in aided awareness and ad recall, optimizing for attention can translate to a significant increase in the number of people who think of the insurer when it's time to buy auto or home insurance.

Insurance Advertisers on CTV

With TVision's CTV Adoption Score in Ad Scoreboard, advertisers are able to understand their investment in CTV compared to their competitors. These five insurance advertisers are investing in CTV at relatively standard rates compared to all TV advertisers.

CTV ADOPTION
CTV Adoption Score

Ads that capture attention on linear, don't always perform the same way on CTV, and so advertisers making significant CTV investments need to understand where their campaigns perform best on CTV. In the case of these insurance advertisers, MVPD apps like AT&T Now and Xfinity, which deliver a linear-like viewing experience are also delivering the most ad attention.

CTV APP ATTENTION
CTV App Where the Brand Captured Attention Best
48.3%
49.4%
44.7%
54.1%
48.3%

Ad Attention Varies for Insurance Companies Across Linear TV

Linear television delivers 37% ad attention on average, but across networks and dayparts there are significant variances in attention. Savvy insurance advertisers use TVision's Ad Scoreboard to pinpoint the networks and dayparts where they - and their competitors -perform best, and re-assign inventory and creative accordingly.

In the table below, we highlight the top performing Linear TV Networks and Dayparts for these insurance brands.

ATTENTION VARIS BY NETWORK, DAYPART AND PROGRAM

chart_attention_by_network

 

 
Linear TV Network Where the Brand Captured Attention Best
42.5%
40.1%
41.0%
43.0%
40.6%
Linear TV Daypart Wherre the Brand Captured Attention Best Prime Access
41.1%		 Prime Time
41.0%		 Prime Access
40.1%		 Prime Time
40.7%		 Prime Time
38.7%

These are the Demos Where Insurance Advertisers Perform Best

In the battle for brand awareness, insurance advertisers are trying to reach key demos at the right time, to ensure their brands are top of mind when it comes time to purchase or renew insurance. But some brands are capturing attention from key demos better than others, and some are doing better on CTV than average advertisers, with specific demos.

Within Ad Scoreboard, advertisers can see how well they perform with specific age and gender demographics. Here we highlight the age demos where insurance advertisers out-performed the average by the highest amount. Allstate was able to capture attention better than average from the hard-to-engage 18-29 year old demo across both CTV and Linear, while Liberty Mutual had a harder time breaking through across all demos.

OUT PERFORMING DEMOS
Best Performing Linear Demo and Ad Attention Difference From the Norm 18 - 29
+2.80%
 50 -59
+3.20%
 40 - 49
+0.30%
 50 - 59
+3.00%
 50 - 59
+1.90%
Best Performing CTV Demo and Ad Attention Difference From the Norm 18 - 29
2.00%
 18 - 29
+4.10%
 60+
-1.70% *
 30 - 39
+6.30%
 60+
+4.00%

* Liberty Mutual did not outperform for ad attention across any demos on CTV.

Keep Score with Ad Scoreboard

TVision’s Ad Scoreboard provides mid-campaign performance stats so your teams can easily integrate Attention insights into their planning, creative, and measurement processes.

Compare Ad Scoreboard and TVision's Enterprise Platform here.

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Compare Linear & CTV

See how your brand is performing on Linear and CTV to make apples-to-apples comparisons

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Score Performance

See how your brand, creative, and network partners perform against industry averages

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Monitor Competitors

Make comparisons with any competitor to uncover what ads and networks drive success

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Discover Engaging Opportunities

Identify the networks where your target audiences are most engaged

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Track KPIs

Measure results over time and gain early indicators of performance across Linear and CTV

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See What Engages Viewers

Understand which parts of your creative get the most attention, down to the second

TVision Methodology

TVision maintains an opt-in panel of 5,000 TV and CTV viewing households and is able to report second by second attention and viewability for 13,000+ viewers. Data in this report was compiled between August 15, 2021 and August 15, 2022.

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