A Comparative Analysis of TV and Podcast Advertising

How leading insurance companies are leveraging television and podcast advertising to engage their target audiences.

Posted by Sergiu Ciumac
on July 01, 2024 · 6 min read
Posted by Sergiu Ciumac
on July 01, 2024 · 6 min read

In today’s dynamic marketing landscape, choosing the right outreach channels is crucial for effective advertising. With the proliferation of digital media, companies are increasingly exploring various platforms to engage with their target audiences. This blog post delves into the marketing strategies employed by leading insurance companies — Progressive, State Farm, Allstate, Liberty Mutual, and GEICO—across television and podcast platforms. Utilizing data from Emysound for the period between June 17 and July 1, 2024, we uncover the trends and effectiveness of these outreach channels.

Television vs. Podcast Advertising: A Statistical Overview

Television Airings

Television remains a dominant medium for advertising due to its extensive reach and visual impact. Here’s a breakdown of the television airings for our selected companies:

US airings across > 1,200 channels
Company Airings
Progressive 50,820
State Farm 8,037
Allstate 47,346
Liberty Mutual Insurance 36,400
GEICO Insurance 26,546
Podcast Airings

In contrast, podcast advertising, though relatively nascent, offers a unique and intimate connection with listeners. Here are the podcast airings for the same companies:

US detections across >5,000 podcasts
Company Airings
Progressive 2,028
State Farm 301
Allstate 9
Liberty Mutual Insurance 2
GEICO Insurance 0

From the data, it is evident that Progressive and State Farm are leveraging podcast advertising significantly, while Allstate, Liberty Mutual, and GEICO lag behind in this channel. Notably, Progressive leads in podcast airings, demonstrating a strategic emphasis on this emerging medium.

Progressive’s Podcast Strategy

Progressive’s podcast advertisements are spread across various popular shows, indicating a diverse targeting approach:

Podcast Airings
BetQL Daily 315
KNBR Podcast 129
The Fan Morning Show 126
Baskin & Phelps 98
Brandon Tierney & Sal Licata 98

Their top advertisement promotes the “Name Your Price” tool, appealing directly to the listeners’ need for customizable insurance solutions. The most popular advertisement is the following:

“This episode is brought to you by Progressive Insurance. Whether you love true crime or comedy, celebrity interviews or news, you call the shots on what’s in your podcast queue. And guess what? Now you can call them on your auto insurance, too, with the Name Your Price tool from Progressive. It works just the way it sounds. You tell Progressive how much you want to pay for car insurance, and they’ll show you coverage options that fit your budget. Get your quote today at Progressive.com to join the over 28 million drivers who trust Progressive. Progressive Casualty Insurance Company and Affiliates, price and coverage match limited by state law.”

State Farm’s Podcast Strategy

State Farm, although with fewer airings, is also present in a variety of podcasts, reflecting a targeted yet broad approach:

Podcast Airings
Inside the Gamecocks: A South Carolina football podcast 35
Bob & Sheri 32
Weird Darkness: Stories of the Paranormal, Supernatural, Legends, Lore 31
The Bobby Bones Show 11
Ethan Brings You the World 11

The most popular advertisement is the following:

This episode is brought to you by State Farm. You might say all kinds of stuff when things go wrong, but these are the words you really need to remember. Like a good neighbor, State Farm is there. They’ve got options to fit your unique insurance needs, meaning you can talk to your agent to choose the coverage you need, have coverage options to protect the things you value most, file a claim right on the State Farm mobile app, and even reach a real person when you need to talk to someone. Like a good neighbor, State Farm is there.

While Progressive’s advertisement is more product-specific, highlighting a particular tool, State Farm’s message emphasizes their comprehensive service and personal touch.


The comparative analysis reveals that while television remains a staple in advertising strategies for insurance companies, podcasts offer a burgeoning opportunity for more personalized and engaging advertisements. Progressive and State Farm are at the forefront of utilizing this platform effectively, with tailored messages that resonate with listeners.

As podcasting continues to grow, it presents an exciting frontier for advertisers. Companies that adopt and innovate within this space early on will likely gain a competitive edge. To stay ahead in the rapidly evolving world of advertising, subscribe to Emysound services. Gain unparalleled insights and analytics on podcast advertising trends to refine your marketing strategies and maximize your outreach potential. Sign Up now!

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