Australia’s insurance market is entering a sharper contest for value-conscious consumers, with new Nielsen data showing advertising investment in the sector rose 11 per cent over the past year, as household concerns about insurance costs remain high.
According to Nielsen Ad Intel, insurance advertising spend reached $504.4 million between April 2025 and March 2026, up from $453.7 million in the previous 12-month period.
The increase comes as Nielsen Consumer & Media View (CMV) data shows Australians are under significant pressure from rising premiums. More than three-quarters of Australians are concerned about the cost of general insurance, with 36 per cent somewhat concerned and almost 40 per cent very concerned. Concern about health insurance is also elevated, with 28.7 per cent somewhat concerned and 34% very concerned about cost.
Despite this pressure, insurance remains a category consumers are reluctant to abandon. Nielsen CMV shows 77 per cent of Australians agree they like to be well insured, while only 0.92 per cent say they intend to drop private health insurance altogether over the next 12 months.
Rose Lopreiato, Nielsen Ad Intel’s Australia commercial lead, said: “The rise in insurance advertising reflects a market where brands are competing harder for consumers who are actively reassessing value. Insurance is a category built on trust, but right now it’s also being shaped by household pressure. Aussies still want to be protected, but they’re looking more closely at price, value and whether their current provider is meeting their needs.
That makes this a critical moment for insurers to stay visible, communicate clearly and give consumers a compelling reason to choose, or stay with, their brand. The continued strength of TV shows the importance of broad-reach brand building in insurance, while the scale of investment in social and display highlights how important digital channels have become in reaching consumers closer to the point of comparison and decision-making.”
Nielsen data shows the insurance category continues to lean heavily on broad-reach media, while digital channels play an increasingly important role in helping brands reach consumers actively comparing options.
