B2B Opps: Progressive launches new campaign, increases digital spend

Sales Lead: In its latest campaign, Progressive Insurance features a monster made of "to-do" Post-It notes, illustrating the overwhelm of demands made upon small businesses.

• The campaign's two spots were made by creative AOR Arnold.
• The company will likely:
  • Continue launching more work
  • Keep increasing digital spend
• Target demographic: 
  • Business DMs
  • Gen-Z and millennial consumers

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Progressive has allocated roughly $224.1m toward national TV commercials, down 13% from the roughly $258.9m allocated within the same 2022 timeframe.
  • Last year: The company allocated around $702.6m toward this channel in 2022 after having spent barely (1%) less, around $695.1m, in 2021.
  • 2023 ad programming: Progressive's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, NBA Basketball, College Football, and the Super Bowl LVII Postgame.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $34.4m on digital ads YTD, up 6% from the approximately $32.5m spent by this point last year.
  • YTD data: So far this year, Progressive has earned ~4.1b digital impressions via YouTube (38%), Facebook (23%), Instagram (18%), desktop video (11%), desktop display (9%), and mobile display (1%) ads.
  • Last year: The company's estimated full-year 2022 spend of $95.8m reached 16% less than that of $114.7m in 2021.
• Additional channel insights  
  • The company utilizes local broadcast, radio, digital, print, OOH, Google Ads, Facebook, Instagram, Twitter, and online video (primarily via Youtube.com) ads.
  • Progressive sponsors podcasts such as The Clark Howard Podcast, Short Sex Stories, Pantheon - Home of Music Podcasts, and Short Sex Stories.
  • The company also invests in short-form DRTV.
    • It has incredibly widely dispersed network TV coverage and will likely launch a new campaign within the coming 90 days or so.
    • Progressive's top TV networks include FYI, PARANET, COM, VICE, and YES.

Additional agency insights:

• Opportunity: Get in touch soon to see if Progressive is looking to outsource PR, digital analytics, multicultural, experiential, and/or influencer services.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • Arnold: Creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.​​​​​​​