Insurers will claim the financial services digital ad spending crown in 2024 after two lean years. Higher profitability—thanks in large part to rate hikes—is giving insurers room to invest in advertising once more.

Insurers should make the most of their available ad budgets now, as the window will soon close: Climate crisis-related unpredictability and losses will force the sector to retrench as soon as next year. Here are five charts that unpack our insurance ad spending outlook.

Insurers lead the financial services pack on digital ad spend

Insurance will be the only sector to increase its share of financial services digital ad spending in 2024, rising from 30.0% last year to 32.2%. The payments and securities sectors will both lose share, while banking will stay flat. Insurance will maintain a comfortable lead over its peers through 2026.

Click here to view our full forecast for US insurance industry digital ad spending.