Abstract
Overview
Introduction
The advertising and marketing of personal general insurance in the UK is
fiercely competitive. With budgets running into millions of pounds it is
absolutely critical to obtain the most up to date competitor and market
information. This brief analyzes the marketing spend of the top personal
general insurance advertisers in 2006, focusing on trends in product line,
media preference and strategy.
Scope
- Detailed competitor analysis, comparing the marketing strategies of the
top personal insurance advertisers
- Discussion of the issues and trends currently affecting the marketing of
personal lines insurance
- Market data on the size of motor and household insurance marketing outlay
for the top advertisers in 2006
Report Highlights
In 2006, several companies changed focus in their advertising campaigns to
focus on policy features and benefits rather than price. Instead of focusing
solely on price savings, the advertising campaigns of the largest advertisers
now emphasize their service levels and the additional features of their
policies.
The 10 largest advertisers on general insurance products together reduced
their advertising spending to £193 million in 2006, a drop of 12.8 per cent.
However, not all companies in the top 10 contributed to this reduction.
Reasons to Purchase
- Gain insight into key trends in the marketing of personal insurance to
enhance your advertising campaigns
- Benchmark your advertising strategy against the top competitors' spend by
product line and media
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