Ad of the month – Admiral Insurance

Michael StaceyClient Services Manager
March 21, 2017, 2:10 PM GMT+0

We assess which brand's advert achieved the best awareness levels last month

Earlier this month Admiral insurance announced that its profits had dropped by 25%, blaming the bad news on a government compensation payout ruling. It is perfect timing, then, for its advert to be performing very well.

The government’s ruling means that the car insurance industry has to make higher compensation pay-outs to victims of road accidents. Admiral’s chief executive described the ruling as ‘eccentric’.

With the cost to the company estimated to be somewhere near the £150million mark, Admiral not only needs to maintain the solid customer base it has but it has to attract new consumers, too.

Its most recent advertising campaign is one step to achieving this. Indeed, over the last month, it has achieved the greatest improvement in Ad Awareness score (whether people have seen an advert) of any of the brands that YouGov tracks.

Its score among all respondents has improved by 10 points since the middle of February. This is by far the biggest increase within the insurance sector during that time.

Of course, it is one thing to watch and advert, quite another for it to influence behaviour. However, there are signs that this particular campaign has, at the very least, got some people thinking of using the company.

Looking specifically at the group of people that are somewhat likely, likely or very likely to be in the market for insurance, Admiral’s Purchase Consideration score (whether you would consider buying from a brand) has also risen by 4 points, suggesting that the group’s advertising is hitting home with the desired market.

So, while the company finds itself in a trickier position due to government policy it can be content that its advertising campaign is at least hitting the mark.