Australian insurance brands increased their ad spend in the year ending August 2025, owing, says Nielsen, to intense competition between established and emerging operators.

Nielsen Ad Intel data reveals a 4.7% year-on-year increase in advertising expenditure by insurance brands in the country. From September 2024 to August 2025, insurance companies allocated a total of $463.7 million to advertising, compared to $443.1 million in the previous year.

Pet insurance experienced the most substantial growth in advertising spend, with a remarkable 189.5% increase year-on-year. Motor vehicle insurance advertising also saw a significant rise, increasing by 40.4%, while home and contents insurance advertising expenditure grew by 32.3%. Life insurance advertising spend experienced a more modest increase of 5.2%.

Leading the pack of insurance advertisers are Youi, Allianz Australia Insurance, Budget Direct, AAMI Insurance, and HCF Australia. Other significant contributors to the advertising landscape include Medibank Private, Bupa Australia, Greenstone Financial Services, Compare the Market, Australian Health Management, NRMA Insurance, and GIO Insurance.

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.”

Lopreiato added, “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.”