AAA Auto Insurance topped State Farm to be named Auto Insurance Brand of the Year by The Harris Poll 2016 EquiTrend Study.
AAA worked its way up to first place after taking third place in 2015, according to The Harris Poll.
State Farm took the Brand of the Year in the home and life insurance categories.
“AAA is clearly extending its relationship as a ‘friend in need’ for stranded drivers in the auto insurance category, and with aggressive direct marketing, into home and life as well,” says Joan Sinopoli, vice president of brand solutions at Nielsen, which owns The Harris Poll.
She notes that State Farm has a strong captive agent network and has been at the top or near the top of insurance brands for many years.
“Membership-based and captive agent channels make the strongest connection with consumers; they can leverage their affiliations (such as AAA) and their loyal ground organizations (such as State Farm),” says Sinopoli. “The online channel may be the wave of the future, but it is polarizing; despite the convenience, the online channel demonstrates a higher rate of disconnection that other channels, especially captive agent.”
The top six auto insurance brands for 2016 are:
- AAA Auto Insurance
- State Farm Auto Insurance
- USAA Auto Insurance
- American Family Auto Insurance
- Nationwide Auto Insurance
- Farmers Auto Insurance
“To be recognized as the highest-ranked auto insurance brand in the nation is a great honor for AAA,” says Marshall Doney, AAA president and CEO.
The poll is based on opinions of 97,120 U.S. consumers ages 15 and over.