In the highly competitive automotive insurance industry, GEICO is typically within the top two or three among radio advertisers each week. For the tally ending July 14, it sits in typical position just behind The Home Depot. But this week the Berkshire Hathaway-owned carrier is pulling out all stops: It is also the week’s top national advertiser at both national TV and cable TV, according to Media Monitors.
“Car insurance advertising has become one of the largest marketing niches in America. These days, you can’t go online, watch TV, listen to the radio or even venture outside without seeing some form of advertising,” notes a story in Compare.com. Of the four largest insurers in the U.S., GEICO is the smallest, behind State Farm, Allstate and Nationwide—and yet, it has the largest advertising budget in the auto insurance industry, the story says, at an estimated $140 million.
In all, six auto insurance companies are in this week’s Media Monitors’ top 100 advertisers, which tracks national radio advertising in 85 markets: Progressive is 7, Liberty Mutual is 15, Farmers is 45, State Farm is 55 and USAA is 79.
Further diving into the automotive industry, four OEMs are in the 100: Jeep at 60, Hyundai is 82, Toyota is 94 and RAM 1500 is 99. There are two tire manufacturers within the countdown: Mavis Discount Tire at 57 and Firestone at 58; a pair of car search retailers, TrueCar (61) and CarMax (59); and only two Auto Parts retailers this week: AutoZone at 30 and NAPA at 37.
Amazon’s Prime Day is upon us through today (July 16) – and yet the world’s largest online retailer did not utilize the airwaves to promote this year’s event. Last July was different: It was the No. 13 advertiser July 9-15, 2018, the week before Prime Day—after not appearing at all in the list the week before. The last time it rallied on radio before that was the 2018 Christmas season, when it also reached No. 13 for the week ending Dec. 27.