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Top Insurance Companies in Ad Spending

March 11, 2004, 10:08 a.m. EST 1 Min Read
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Top Insurance Companies in Ad Spending

Top Insurance Companies in Ad Spending
Total print and television. Dollars in thousands
Published March 11, 2004
2003 Grand total Print* TV 2002 Grand total Print* TV
Total Newspaper Magazine Trades Total Network Spot Cable Total Newspaper Magazine Trades Total Network Spot Cable
1 State Farm Insurance $130,690 $42,392 $8,876 $32,958 $558 $88,299 $57,180 $20,119 $10,999 1 State Farm Insurance $129,856 $42,563 $5,391 $36,806 $367 $87,292 $70,638 $1,941 $14,714
2 Allstate 120,176 21,416 3,461 17,222 733 98,760 66,459 18,247 14,054 2 Geico 81,157 8,676 1,707 6,301 667 72,482 38,403 10,291 23,787
3 Geico 107,317 12,652 2,661 9,338 653 94,665 47,671 21,412 25,582 3 Allstate 77,029 15,626 2,243 12,655 728 61,403 42,157 14,542 4,704
4 Aflac 45,579 1,097 84 460 554 44,482 33,526 2,720 8,236 4 Prudential Financial 52,219 31,205 17,716 11,764 1,725 21,015 9,743 1,474 9,798
5 AIG American General 34,133 10,881 2,309 6,151 2,422 23,252 19,073 2,309 1,869 5 Aflac 41,217 930 139 256 536 40,287 29,800 950 9,536
6 Progressive 30,923 1,581 100 1,462 19 29,342 2,392 15,558 11,392 6 AIG American General 35,514 16,747 6,970 8,076 1,701 18,766 10,724 1,658 6,385
7 Pacific Life Insurance 27,712 2,677 2,234 147 296 25,036 15,861 841 8,333 7 Progressive 31,645 132 28 92 11 31,513 1,613 19,204 10,696
8 Aetna 27,339 9,803 4,485 3,170 2,148 17,536 4,269 13,130 136 8 Pacific Life Insurance 29,208 1,585 1,344 0 241 27,624 17,848 97 9,679
9 New York Life 27,313 10,573 822 9,077 673 16,740 4,274 6,620 5,846 9 Metropolitan Life 29,124 8,667 1,349 5,418 1,900 20,457 13,143 142 7,173
10 Liberty Mutual 24,842 13,033 1,757 10,772 504 11,809 5,820 1,079 4,909 10 The Hartford 28,745 8,664 2,756 4,974 934 20,081 13,815 41 6,225
11 Principal Financial Group 24,812 11,387 3,217 6,843 1,327 13,425 7,033 154 6,238 11 Principal Financial Group 24,477 9,542 1,676 6,508 1,358 14,935 7,437 94 7,405
12 MetLife 23,119 7,499 774 5,069 1,656 15,619 7,702 462 7,456 12 Mutual of Omaha 22,967 4,143 31 3,663 449 18,824 9,079 4,346 5,399
13 MassMutual 22,179 6,137 786 4,476 875 16,041 14,004 177 1,861 13 Massachusetts Mutual 21,541 4,956 809 3,283 864 16,584 11,699 109 4,776
14 Prudential Financial 21,215 14,508 9,644 3,832 1,032 6,707 433 285 5,989 14 New York Life 20,434 6,502 1,389 5,042 71 13,932 4,971 4,346 4,615
15 Mercury Insurance Group 17,558 207 207 0 0 17,351 0 17,351 0 15 Allianz 19,678 14,552 3,721 8,803 2,028 5,127 646 122 4,359
16 Colonial Penn 16,864 197 0 197 0 16,667 6,371 9,825 471 16 Liberty Mutual 19,668 9,404 2,188 6,814 403 10,263 1,605 3,281 5,377
17 The Hartford 15,272 6,682 1,986 3,320 1,376 8,590 4,608 516 3,465 17 Cigna 17,191 13,634 3,846 8,371 1,417 3,557 0 2 3,554
18 John Hancock 14,231 629 436 9 184 13,602 9,556 2,905 1,140 18 Protective Life 16,145 11,717 3,407 8,180 130 4,428 0 1,147 3,281
19 Mutual of Omaha 13,642 600 127 46 427 13,042 8,241 1,997 2,804 19 John Hancock 16,021 4,210 3,966 15 230 11,811 11,200 610 1
20 Cigna 13,352 9,078 3,240 5,144 694 4,274 1,858 54 2,362 20 Colonial Penn 14,708 607 0 607 0 14,101 8,232 5,275 595
21 Zurich Financial Services 11,766 10,149 7,252 472 2,425 1,617 0 887 730 21 Zurich Financial Services 14,692 11,810 7,854 1,188 2,768 2,882 0 1,201 1,681
22 Axa 11,715 832 121 675 36 10,884 9,669 1,170 45 22 21st Century Insurance 13,511 159 159 0 0 13,351 0 13,351 0
23 Nationwide Insurance 11,004 3,749 1,722 1,091 935 7,256 1,937 5,138 181 23 Northwestern Mutual 12,278 7,088 1,045 5,663 380 5,190 168 1 5,021
24 Northwestern Mutual Life 10,377 7,017 907 5,785 326 3,360 95 51 3,215 24 Farmers Insurance Group 12,232 1,375 914 459 2 10,857 6,380 970 3,507
25 Farmers Insurance Group 10,374 1,183 1,138 34 11 9,191 2,330 3,735 3,126 25 Axa 11,389 1,234 111 838 285 10,155 8,168 1,957 30
26 Lincoln Financial Group 10,324 3,276 1,082 512 1,682 7,048 5,699 530 819 26 Aetna 11,113 2,703 1,367 723 612 8,410 1,752 6,054 605
27 21st Century Insurance 8,256 0 0 0 0 8,256 0 8,256 0 27 Mercury Insurance Group 9,977 270 270 0 0 9,707 0 9,707 0
28 Protective Life 7,645 6,556 1,129 5,273 154 1,088 0 615 473 28 Lincoln National 9,173 7,300 1,078 4,373 1,849 1,873 1,532 238 103
29 American Family 7,525 2,105 1,606 498 1 5,419 0 5,417 2 29 SunAmerica 9,161 134 22 0 113 9,026 6,482 47 2,497
30 Phoenix Wealth Mgmt. 6,762 6,752 558 5,788 406 10 0 0 10 30 Nationwide Insurance 7,984 5,024 838 3,377 808 2,960 1,099 1,743 119
31 Delta Dental 5,064 3,441 2,677 517 247 1,623 58 1,566 0 31 Encompass Insurance 7,713 7,713 180 7,466 67 0 0 0 0
32 Gerber Life Insurance 4,848 3,858 762 3,096 0 990 0 137 853 32 Swiss Reinsurance 7,579 7,579 3,522 2,945 1,113 0 0 0 0
33 AAA Insurance 3,954 1,073 790 283 0 2,880 0 2,880 0 33 American Family Mutual 7,324 2,214 1,876 334 4 5,110 0 5,110 0
34 Chubb Group 3,740 3,740 363 3,159 218 0 0 0 0 34 Phoenix Wealth Mgmt. 6,918 6,917 231 6,247 439 1 0 0 1
35 Mutual of America 3,620 3,620 112 3,407 101 0 0 0 0 35 Delta Dental 5,961 2,876 2,276 346 255 3,085 334 2,349 402
36 Select Quote 3,598 33 33 0 0 3,566 0 2 3,564 36 Chubb Group 4,431 4,431 148 3,573 710 0 0 0 0
37 Ace Group 3,564 1,889 6 1,686 197 1,675 128 14 1,534 37 Mutual of America 4,341 4,341 912 3,322 108 0 0 0 0
38 St. Paul Cos. 3,362 1,279 732 187 360 2,084 1,462 219 403 38 Amica 3,650 300 135 160 5 3,350 0 3,350 0
39 Amica 3,343 32 20 12 0 3,311 0 3,311 0 39 Jefferson Pilot 3,415 176 10 0 166 3,239 0 11 3,228
40 Swiss Reinsurance 2,868 2,868 1,663 776 428 0 0 0 0 40 Conseco 3,292 2,632 227 2,103 303 661 0 217 444
41 Wausau Insurance 2,593 2,593 833 951 809 0 0 0 0 41 Kemper National 3,257 820 389 0 431 2,437 2,400 37 0
42 Transamerica 2,289 1,992 733 100 1,159 297 90 99 107 42 Select Quote 3,252 0 0 0 0 3,252 0 0 3,252
43 Auto Insurance Specialists 2,145 0 0 0 0 2,145 0 2,145 0 43 Transamerica 3,183 2,373 944 569 861 810 198 509 103
44 Aon Insurance 2,124 2,124 96 323 1,705 0 0 0 0 44 Guardian 2,912 902 143 239 521 2,009 0 674 1,335
45 Fireman’s Fund 2,012 2,012 355 1,393 264 0 0 0 0 45 AAA Insurance 2,807 874 726 148 0 1,933 0 1,933 0
46 Marsh & McLennan 1,874 1,874 567 282 1,025 0 0 0 0 46 St. Paul Cos. 2,518 486 345 51 90 2,033 1,770 3 260
47 Allianz 1,691 1,577 343 81 1,154 114 114 0 0 47 Marsh & McLennan 2,227 1,903 716 193 994 324 318 6 0
48 Survival Insurance 1,463 0 0 0 0 1,463 0 1,463 0 48 Fireman’s Fund 2,150 2,150 418 1,437 295 0 0 0 0
49 Guardian 1,322 804 123 78 604 518 0 518 0 49 OneBeacon 2,129 2,129 21 2,029 79 0 0 0 0
50 Safeco 1,021 679 99 46 534 342 0 342 0 50 Survival Insurance 2,074 0 0 0 0 2,074 0 2,074 0
TOTAL for top 50 $910.5 $260.1 $73.0 $156.2 $31.0 $650.4 $337.9 $174.3 $138.2 TOTAL for top 50 $921.2 $302.0 $87.6 $185.4 $29.0 $619.2 $333.4 $121.2 $164.7
TOTAL for all 96 $923.3 $269.0 $74.0 $158.8 $36.2 $654.3 $337.9 $177.6 $138.8 TOTAL for all 99 $942.0 $314.8 $90.2 $187.6 $37.1 $627.2 $333.7 $126.3 $167.1


Note: Companies identified by the names they use in their advertising. *Includes some English-language publications for foreign readers.

Source: Competitrack Inc.
© 2004 American Banker

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