Nielsen Ad Intel data shows increasing ad spend by insurance brands as competition increases

Top insurance advertisers

Biggest growth categories

Sector ad spend up 4.7% YoY

Sydney - October 13, 2025 - Australia's insurance sector is showing renewed strength and confidence, with total advertising spend across insurance brands increasing 4.7% year-on-year, according to new data from Nielsen Ad Intel.

From September 2024 to August 2025, insurers collectively spent $463.7 million, up from $443.1 million in the previous 12 months. The figures highlight fierce competition among established players and emerging brands alike, as companies invest heavily in maintaining awareness, building trust, and winning long-term customer relationships in a crowded marketplace.

Top insurance advertisers Leading the charge was Youi, followed by Allianz Australia Insurance, Budget Direct, AAMI Insurance, and HCF Australia. Rounding out the top twelve were Medibank Private, Bupa Australia, Greenstone Financial Services, Compare the Market, Australian Health Management, NRMA Insurance, and GIO Insurance.

Categories with the biggest growth However, Australia's insurance advertising increase wasn't spread evenly. Some categories saw standout growth as brands raced to capture consumer attention.

Pet insurance led the charge, with ad spend skyrocketing 189.5% year-on-year, followed by motor vehicle insurance advertising, which jumped 40.4%, then home and contents insurance, with a 32.3% increase. Meanwhile, life insurance spend rose 5.2%.

Rose Lopreiato, Nielsen Ad Intel's Australia Commercial Lead, said: These results highlight just how fiercely competitive the insurance landscape has become, with brands investing heavily to maintain visibility, connection, and trust in a market defined by choice and change.

Advertising isn't just about market share it's about demonstrating reliability and building long-term customer relationships. That's why having access to Nielsen Ad Intel data is so critical. It allows advertisers to see where their competitors are spending, identify emerging opportunities, and make smarter, faster decisions to stay ahead in an increasingly crowded marketplace.

About Nielsen Ad Intel Ad Intel provides the most complete source of cross-platform advertising intelligence available today. With intuitive software, review-and-compare ad activity across media, company, category or brand, plus historical data.

Note: Nielsen monitors gross advertising expenditure in major media at published rate card values. While discounts are made available from some media owners, rates are not openly available. Please also note that the category and brand/product groupings figures are grouped at Nielsen's discretion.

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About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Media Contact Dan Chapman

Assoc. Director, Communications, Nielsen APAC

dan.chapman@nielsen.com

+61 404 088 462

LINK:	https://www.nielsen.com/news-center/2025/nielsen-ad-intel-data-shows-i...
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