Male Millennial, Gen-X Opps: Progressive launches new campaign (Score 53)

Progressive Insurance's Flo shows just how much she loves her job in the newest rom-com-style campaign, in which she chooses to try selling insurance over rekindling an old romantic flame. Made by creative AOR Arnold Worldwide, this is the first in a series of "Flo's Love Interest" videos. Additional spots will roll out in the coming weeks, so I suggest sellers contact soon to secure last-minute ad dollars.

According to iSpot, Progressive has spent approximately $332.6m on national TV commercials YTD, up 19% from the approximately $279m spent by this point last year. The company ended up spending approximately $695.1m on this channel last year, up 10% from the approximately $629.8m spent in 2020. Progressive's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, the 2022 Winter Olympics, NBA Basketball and the Super Bowl LVI Pregame.

So far this year, Pathmatics reports the insurance company has allocated roughly $56.7m toward digital ads, down 15% from the roughly $67m allocated within the same 2021 timeframe. In 2021, Progressive's estimated full-year spend of $117.9m reached only around half of that of the $230m in 2020. The company has earned around 6b digital impressions YTD via desktop video (63%), Facebook (18%), desktop display (10%), Instagram (5%), Twitter (2%) and mobile display (2%) ads. The majority of this year's desktop[p video ads have been placed site direct onto destinations such as youtube.com (77%), brainly.com, craigslist.org, espn.com and yahoo.com.

As you can tell, TV spend is rising while digital spend drops; this leads me to believe Progressive is still targeting its traditionally sought-after audience of millennials and Gen-X with a male skew. Per Kantar data, the company additionally utilizes OOH, print, radio and local broadcast.

Agency & martech readers - We have not heard of any roster shifts here since Progressive named Remi Kent as CMO in November, so your window of opportunity is still open. Creative is set with Arnold Worldwide, so you'd probably have better luck offering PR, media and/or digital analytics services.