Up until a few years ago, the auto insurance specialist category ruled Spot Television. Then, brand strategies changed. CMOs changed chairs. Liberty Mutual Insurance, nearly unheard of two decades ago, emerged as the leader by ad play count.
Today, Liberty Mutual continues to be the pace car in the auto insurance realm. But it is not without its competitors seeking consumers via cable and spot TV efforts.
We first look at the Spot Ten TV report reflecting National ad play counts for the week ending February 15, and Liberty Mutual remains an active user of the media. This week, the brand is No. 7 — behind Progressive, its chief rival as of today in a business where The General, GEICO, State Farm and Farmers all seek consumers.
Meanwhile, the differentiation between broadcast and cable TV continues with respect to the use of Spot TV by Morgan & Morgan, the dominant brand in that arena.
And, once again, pharma brands remain strong at Spot TV.
How does the Spot Ten TV report compare?
Here, Liberty Mutual is No. 5 as Progressive comes in at No. 10 for the week. Meanwhile, in a Valentine’s Day consumer bid, Ferrero Rocher made the Spot Ten Cable report, coming in at No. 8 by play count.
