Youi tops adspend for insurance brands: Nielsen


The insurance sector invested more than $446m in advertising, a 6% year-on-year increase. Travel insurance grew 120% year-on-year.

Youi is the insurance brand that has spent the most on advertising in the last 12 months, according to the latest Nielsen Ad Intel insurance report.

Following Youi are Auto & General Holdings, AAMI, Medibank Private, and NRMA. 

According to the report, between May 2023 and April 2024, the Australian insurance sector invested more than $446 million in advertising – a 6% increase from the same time last year.

While their media mix was varied, metro TV dominated, comprising 42% of ad spend for the sector. This was followed by general display (20%), social media and outdoor (10% each), and radio (7%), with cinema and print making up the remaining 11%.

The report also highlighted the leading insurance categories by ad spend, with health insurance leading the sector at $122.3 million – also a 6% increase year-on-year.

Corporate insurance followed with a spend of $90.1 million, marking an increase of 4%. Automotive insurance was third, with $76.8 million – another 6% year-on-year increase.

While not in the top three, travel insurance saw the most dramatic growth, with a 120% year-on-year increase, jumping from $4.17 million in 2023 to $9.18 million in 2024.

Nielsen Ad Intel’s Australia commercial lead, Rose Lopreiato, said: “A series of recent natural disasters, coupled with Australians’ rekindled passion for travel, post-Covid, has driven insurance companies to vie more intensely for consumer reach.

“These figures reaffirm the overarching power of advertising as the most effective and economical method of engaging target audiences.”

In May, Youi launched its latest platform, Footy. Made by Fans, as part of its official insurance partnership with the NRL and AFL team Brisbane Lions.

Led by the national insurer‘s internal agency, the latest campaign is an ode to the unsung heroes of the game.

Youi has been an official partner of the NRL since 2017 and began its partnership with the Brisbane Lions’ AFL and AFLW teams in 2020.

“As the people’s champion, we wanted the platform to deliver something of real value to footy fans and tangibly demonstrate Youi’s connection to the game,” said Youi CMO, Angela Greenwood.

“This is just the beginning, and we’ll continue to walk the talk when it  comes to celebrating, supporting and rewarding fans.”

See also: NRL partner Youi launches platform, ‘Footy. Made by Fans.’

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