Spendscape
Companies · Insurance

Progressive

AdvertiserPGR

Progressive spent $5.13B on advertising and marketing in fiscal 2025, up 28.2% on the year before and +179% since 2019. That's 5.8% of revenue, more than in 2019: leaning in.

$5.13Bmarketing spend, FY2025
+28.2%vs the year before
5.8%of revenue (+1.1 pts vs 2019)
Thin/upsay vs do

Marketing spend by year

2012: $547M2013: $619M132014: $682M2015: $748M152016: $756M2017: $1.00B172018: $1.42B2019: $1.84B192020: $2.18B2021: $2.14B212022: $2.03B2023: $1.60B232024: $4.00B2025: $5.13B255.8%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“And then we have a lot of ability to flex both ways.”Susan Patricia Griffith · 2024 Q4 · transcript
“While direct channel new application growth responded almost immediately to our increase in media spend and the release of non-rate actions earlier in the year, as evidenced by the channel's stronger new business growth in Q2.”Susan Patricia Griffith · 2024 Q3 · transcript
“But really, you want to have that consistent media spend and have -- and be prepared for that response and that shopping that we believe and normally typically happens in that first quarter.”Susan Patricia Griffith · 2024 Q3 · transcript
“So we feel good about where we're at right now with CPS below TAC.”Susan Patricia Griffith · 2024 Q3 · transcript
“And the last couple of years, unfortunately, we've had to pull back because of margins.”Susan Patricia Griffith · 2024 Q3 · transcript
“We've seen some of our competitors, for sure, start to spend more on media.”Susan Patricia Griffith · 2024 Q3 · transcript

Say vs do

Thin/up. In 5 statements from its leaders in interviews, 0 argued for investing in brand and 0 for cutting; the filed spend went up.

In the news

Peers

Allstate