How the Insurance Industry Turned to TV as Its Insurance Policy

For the auto and home insurance industry, summer is usually a slow season when it comes to TV advertising. After months of heavy investment in ads airing during popular TV programming such as NFL and NBA games, the warm weather brings a sort of “off-season” for insurers. 

But after COVID-19 hit the US in March 2020 — shuttering sports, live events, and TV production — and stay-at-home orders forced millions of Americans into quarantine, auto and home insurers’ TV ad spend actually increased dramatically. This report examines what prompted the off-season surge for insurance and dives into the external factors as well as specific strategies and creative from brands such as GEICO.