Since the early October release of a State Farm commercial featuring Green Bay Packers Quarterback, Aaron Rodgers, State Farmâ€™s Buzz scoreâ€”a measure of consumer perceptionâ€”has increased among two groups: football fans and Wisconsin residents.
In the ad, which promotes State Farmâ€™s â€śDiscount Double Checkâ€ť program, Rodgers confronts a State Farm employee and several customers who have adopted his signature touchdown dance to represent the â€śDiscount Double Checkâ€ť. The customersâ€”incredulous that he is in fact an NFL playerâ€”end up mocking the star quarterback.
The ad comes as part of a larger salvo of media efforts this year by State Farm, with spots ranging from the comedic to the sentimental. Perhaps thanks to this, State Farmâ€™s Buzz score is top among property and casualty insurers in BrandIndex, but its overall score has not moved significantly among U.S. consumers since the debut of the Rodgers ad a month and half agoâ€”or since the beginning of the year for that matterâ€”hovering since January in the low 20s.