Question · Q3 2025
Bob Huang with Morgan Stanley inquired about Progressive's advertising spend strategy, particularly given the deceleration in personal auto policy in-force growth and increased competition. He also sought clarification on the flexibility of ad spending given advance purchases.
Answer
Tricia Griffith, President and CEO of Progressive, explained that ad spending is monitored monthly for efficiency, ensuring cost per sale remains below targeted acquisition costs. She clarified that while some ad buys are made in advance for discounts, a significant majority are auction-based, providing levers to adjust spending based on competition. Growing as fast as possible remains an operating goal.