The survey, which included responses from a wide spectrum of American adults, reveals that Geico’s Gecko leads the pack as the most beloved mascot, capturing 25% of the vote.
Insurity, the leading provider of cloud software for insurance carriers, brokers, and MGAs, today announced findings from its latest P&C Consumer Pulse survey, spotlighting the most cherished mascots among major P&C insurance brands. The survey, which included responses from a wide spectrum of American adults, reveals that Geico’s Gecko leads the pack as the most beloved mascot, capturing 25% of the vote. When asked which mascot they would most like to grab a beer with, 34% of respondents responded with Jake from State Farm, positioning him as the friendliest face in insurance, closely followed by Allstate’s Mayhem at 31%.
The survey further revealed that Progressive leads in the category of best commercials, with 22% of respondents favoring their advertisements, closely trailed by Geico at 21%. This survey encompassed nine major carriers, shedding light on the significant impact of mascots and advertising on consumer preferences in the P&C insurance sector.
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Despite the four largest P&C carriers scaling back their advertising budgets in the wake of rising costs—as highlighted in the latest S&P Global Market Intelligence report —these insurance behemoths continue to invest heavily in marketing, with a majority spending over $1 billion annually. This substantial expenditure underscores the pivotal role of advertising in shaping consumer perceptions of brands and their mascots. The recent Super Bowl LVIII, which set records as the most-watched in history, saw several of these carriers showcasing their brands during the broadcast, with a 30-second spot costing an unprecedented $7 million, up 55% percent from 2019.
“The connection between advertising spend and brand recognition for P&C insurers cannot be overstated,” says Elizabeth Hutchinson, AVP, Brand & Product Marketing at Insurity. “Our survey highlights how integral mascots and memorable commercials are to building a relatable and beloved brand image in this industry. These characters and their narratives not only engage consumers but also play a crucial role in maintaining top-of-mind awareness in a competitive market, even as advertising budgets are scrutinized.”
The findings from Insurity’s survey provide valuable insights into the strategies behind the branding efforts of P&C insurance carriers. It demonstrates the direct correlation between advertising investments and the enduring appeal of insurance mascots, showcasing how these elements contribute to overall brand recognition and consumer preference in the marketplace.
This survey was conducted online in January 2024, and more than 1,000 adult participants were randomly selected across the United States to ensure a representative sample. Respondents were asked a series of 8 multiple choice questions to gauge their opinions on P&C insurance carriers.
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