Home insurance ad spending rises 84% in January-September 2026, MediaAlpha reports
MAX•Home insurance ad spending rose 84% year over year in January-September 2026 among insurers advertising on MediaAlpha’s marketplace in both years, while searches reached a record 122 million.
1. Ad spending increased
Home insurance ad spending rose 84% year over year in January-September 2026 among insurers advertising on MediaAlpha’s marketplace in both years. Insurers advertised in roughly twice as many states monthly as in 2023, and home insurance searches reached a record 122 million.
2. State spending shifted
Texas attracted about 19% of insurer ad spending, while Georgia became the second-largest market and average monthly spending per insurer there rose 148% year over year. Florida’s share fell to about 5% from roughly half in late 2023 as Citizens policy transfers reduced advertising needs. California spending rose after wildfire modeling rules were finalized in December 2024 and continued growing following the January 2025 Los Angeles wildfires.
