Australian insurers spent $463.7 million on advertising in the year to August, up 4.7% on the previous period, according to new data from Nielsen Ad Intel.  

By line, the sharpest rise in spending was in pet insurance, up 189.5%. Other notable jumps were in motor (up 40.4%), and home and contents (32.3%).  

Life insurance ad spending increased by 5.2%  

Youi was the biggest-spending insurance advertiser, followed by Allianz, Auto & General’s Budget Direct, and Suncorp’s AAMI brand. IAG-backed NRMA Insurance ranked 11th on analyst Nielsen’s list.  

“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,” Nielsen Ad Intel’s Australia commercial lead Rose Lopreiato said.