Phoenix Marketing International: Top Performing Spokespeople Revealed in the Insurance Category

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Phoenix Marketing International's predictive response model ranks the effectiveness of insurance spokesperson advertising

We’ve seen that, over time, the effectiveness of an individual spokesperson can vacillate - the key is to stay relevant by tying the spokesperson to key messages or products.

Phoenix Marketing International, a leading market research company, recently assessed the effectiveness of consumer insurance ads that include a spokesperson (i.e., a celebrity, a person playing a character, or an animated character.) The spokesperson effectiveness ranking is determined by looking at the average Creative AdPi® scores for all ads featuring a spokesperson in 2011 and 2012. Creative AdPi®, a modeled single number score, is a predictive measure that determines an ad’s potential to motivate a consumer to take an action after seeing the ad.

Allstate’s Dennis Haysbert is the clear winner in a highly competitive category. Nationwide also achieved success with their “World’s Greatest Spokesperson” – a campaign that initially received low Creative AdPi® scores but gradually improved due to ads that coupled a humorous spokesperson with relevant product information. Allstate’s “Mayhem” ranked 3rd overall, followed by Progressive’s “Flo” and GEICO’s “Gecko”. To view the Top 5, click here.

“As a creative device, a spokesperson can strengthen brand recognition and aid in recall. However, not all spokespeople are created equal, even when tied to the same brand. Dennis Haysbert for Allstate, lends credibility to the advertising and is perceived as reassuring and believable, while Allstate’s Mayhem character provides entertainment value,” said Anne-Marie Duffy, President of the Communications & Brand Analytics Practice at Phoenix Marketing International. “Spokespeople connect with consumers in different ways and to varying degrees of effectiveness. We’ve seen that, over time, the effectiveness of an individual spokesperson can vacillate - the key is to stay relevant by tying the spokesperson to key messages or products.”

While a spokesperson can be an effective creative device, an ad cannot rely solely on a spokesperson. It must also be well branded, breakthrough, and connect with the consumer in a meaningful way in order to motivate consumers to take an action such as visiting the brand’s website or asking for a quote.

For more information on Phoenix Marketing’s predictive insurance advertising response model and how specific spokesperson ads connect with consumers and drive response (website visitation, quoting behavior, calling for information, meeting with a local agent, etc.) please click here.

Phoenix’s Consumer Auto and Homeowners Insurance Audit surveys 1,500+ consumers each month regarding their perceptions of insurance brands, usage, shopping behavior, and response to advertising. Brands tracked include, but are not limited to, Allstate, American Family, Esurance, Farmers, GEICO, Liberty Mutual, Nationwide, Progressive, The Travelers, The Hartford, Safeco, State Farm, and USAA.

Founded in 1999, Phoenix Marketing International is a full service market research firm in the United States, with offices across the country and in Europe. In addition to having partnerships with many of the largest companies in the insurance industry, Phoenix Marketing International also has worldwide partnerships with companies in financial services, consumer packaged goods, automotive, the restaurant industry, healthcare, media, technology and travel and leisure. Phoenix Marketing International offers advanced advertising and brand measurement, along with direct marketing expertise.

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Mark Sutin
Phoenix Marketing International
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