State Farm, Liberty Mutual saw biggest ad awareness gains in July, according to survey

State Farm and Liberty Mutual saw the biggest gains in ad awareness of brands in the U.S. in July, according to a monthly survey conducted by YouGov BrandIndex. 

The two insurance companies were followed by Amazon Prime, according to a YouGov article on the survey. 

From June 26 to July 25, State Farm’s ad awareness climbed from 34.1% to 41.6%, the article says. 

“This growth may be related to the brand’s ongoing ‘From the Logo’ campaign featuring WNBA star Caitlin Clark, which continued to air across major sports broadcasts in June and July,” the article says. “The ad’s sports-focused message, along with Clark’s rising popularity, likely helped keep State Farm top of mind.”

Liberty Mutual saw a 6.6 percentage point jump, rising from 34.2% to 40.8% over the same period. 

“The insurance provider may have benefited from new placements of its humorous ads featuring LiMu Emu and Doug, which highlight customizable policies with a comedic spin,” the article says. “Liberty Mutual has also remained consistent in its media spend and presence across both digital and TV channels.”

Amazon Prime increased by 6.3 percentage points from 41% to 47.3%, the article says. 

An S&P Global report released earlier this year states that the four largest U.S. personal line property and casualty insurers increased their advertising expenditure in 2024. 

“This shift comes after consecutive years of cutting advertising expenses to partly offset the effects of rising costs associated with elevated claims in 2022 and loss-cost inflation in 2023,” the report says. 

Progressive spent the most last year with a record high of nearly $3.5 billion, up 18% from the $1.2 billion it spent in 2023, the report found. 

Allstate had a 187.6% increase in advertising spending with $1.87 billion spent in 2024, compared to about $651 million spent in 2023. 

GEICO’s owner, Berkshire Hathaway, increased its advertising spending by 67% to $1.4 billion in 2024. It spent about $561 million the previous year. 

State Farm spent $1.11 billion on advertising last year, or a nearly 11.9% jump from the $992 million it spent in 2023. 

Advertising spending didn’t necessarily correlate to more policies in force (PIF), according to the report. 

It says at the end of 2024, Progressive had nearly 23.8 million PIF, a 21% increase from the same time in 2023. 

Allstate did not see a correlation in its auto PIF, which dropped by 1.4% by the end of 2024, but it did see an increase in its homeowners PIF, which grew by 2.4%. 

GEICO saw a 0.5% decrease in its PIF, the report says. 

State Farm spent the least in advertising in 2024, the report says. It doesn’t provide PIF for the company, but states it saw a 21% increase in direct premiums written. 

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