Ad spend of selected insurance brands in the U.S. in 2022

In 2022, GEICO ranked as the most-advertised insurance brand in the United States, with a measured media ad spend of over 1.5 billion U.S. dollars. Progressive ranked second, with nearly 1.4 billion dollars invested in measured media spending.

GEICO: The insurance giant

GEICO, or The Government Employees Insurance Company, was founded in 1936 to provide car insurance to federal government employees who were considered more reliable customers. The company was publicly traded between 1948 and 1996, after which Berkshire Hathaway purchased it. Despite its tumultuous past with a fair share of financial problems, today, GEICO thrives, as seen by the growing value of earned premiums. The insurance brand is widely known for its animated spokesperson, Gecko, a reptilian mascot whose cockney accent and humorous antics in commercials linger in the memories of TV audiences. In fact, the company is very often one of the leading TV advertisers in the United States. However, creating such lasting impressions is costly. Unsurprisingly, GEICO’s advertising spending is the highest among insurance brands in the United States.

Ping An tops global insurance brands

Brand value is a term marketers use to describe the worth of a brand. In 2023, the highest-valued insurance company worldwide was Ping An. The company's brand value amounted to 32.25 billion U.S. dollars. Allianz followed with a brand value of over 21 billion dollars.