Nationwide and its Hall of Fame official Peyton Manning have used nearly all of their annual advertising budget to pin sports fans after a few seasons of riding the oak to prepare for the 2024 NFL strategy. According to iSpot. screen information, Nationwide this fall has spent$ 46.8 million on in-game NFL newscasts across ABC/ESPN, CBS, Fox and NBC, an expense that marks a major change in strategy. Global discontinued its NFL franchise after a year, while the company resisted limiting its pro football investments to those that were available through Amazon Prime in the 2022 season. Nationwide also made wise financial decisions during the 2021 plan, with the majority of its$ 4.6 million allocation going toward a number of NFL Network late-season activities. This month’s reversal is a work of a new advertising strategy designed to highlight Nationwide’s economic services services, rather than its reputation insurance plans. You’re probably familiar with the 30-second spot where Manning stations his inner LeRoy Neiman while obtaining the most mileage possible from the serendipitous verb that connects his first title with “paintin’,” but the company hired its former pitchman to do the majority of the heavy lifting for its” Nationwide is So Much More” program. ” Nationwide is so much more than just a great plan company,” asks the manager. Maintaining drawls, in a clear address to the audience. ” They’re one of America’s largest financial services companies, to. like Peyton Manning, the player, is so much more than that. I’m even Paintin ‘ Manning”. Maintaining initially signed on as Nationwide’s image in May 2014, back of his second season in Denver and his 16th in the group. That is the season Nationwide signed on as the NFL’s recognized sponsor, which was renewed in December of that year. ( The Ohio-based company is n’t the league’s only insurance partner, the NFL also has what is referred to as a” co-exclusive” arrangement in place with USAA. ) So far, Manning’s places have garnered 591 million in-game impressions, fine for fifth place among all NFL coverage marketers. At the top of the heap are the free-spending duo that is Geico and Progressive, per iSpot, the Berkshire Hathaway brand thus far has scared up 1.83 billion impressions by way of a$ 178.8 million spree, while Progressive ads have garnered 1.78 billion impressions against$ 140.9 million of in-game placement. For what it’s worth, few companies spend as much on media as Geico and Progressive, as the former’s parent company laid out an estimated$ 1.2 billion in stateside ad buys in 2023, while Flo &amp, Co. contributed another$ 1.6 billion. And while no one in the healthcare industry can pin a hand on those costs, they are in stark contrast to what the biggest dogs squander all year. Amazon, the only part of the nine-zeroes team, dumped$ 13.3 billion into the U. S. advertising industry a year ago, more than double the combined investment of No. 2 Comcast ($ 6.2 billion ) and No. 3 Procter &amp, Gamble ($ 6.1 billion ). The company’s return to the NFL TV landscape should certainly help boost its overall brand visibility if the crux of Nationwide’s fall campaign suggests it is n’t necessarily competing with the rest of the deep-pocketed field for new policies. And while Nationwide may not spend as much as the two category leaders, or next-rung marketers like State Farm ($ 103.3 million ) and Allstate ($ 76.5 million ), its commitment to the NFL is near-absolute. Per iSpot, 94.7 % of Nationwide’s TV dollars have been funneled into live NFL games since the season kicked off on Sept. 5, with another 1.9 % going to Fox NFL Sunday and 1.1 % to ESPN’s Monday Night Postgame. The remaining 2.3 % has been broadcast on a few NWSL games and in various non-NFL studios. The Walter Payton NFL Man of the Year Award is also a national unique partner. ( That’s “P-A-Y-T-O-N”, not “P-A-I-N-T-I-N'”. )