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Summer National TV Ad Blitz to Promote Trusted Choice to Millions of Consumers

Trusted Choice Commercials to Air on NBC, CNN, ESPN & Others

ALEXANDRIA, Va., May 5 - A Trusted ChoiceSM television advertising campaign that will feature more than 300 spots on such national networks as NBC, CNN and ESPN is scheduled to begin June 9 and continue through June 29, announces Trusted ChoiceSM representative Larry Acord.

Three commercials—one each for auto, home and business—will promote the benefits of using a Trusted ChoiceSM independent agency to millions of television viewers nationwide.

Trusted ChoiceSM was developed by the Independent Insurance Agents & Brokers of America (IIABA) and its company partners in response to extensive independent consumer research about the position of independent agents and brokers in the marketplace and consumer-buying habits.

The ad blitz comes on the heels of an initial six-week Trusted ChoiceSM national television ad campaign that spanned from Feb. 3 to March 16 and generated additional business for Trusted ChoiceSM members. Viewers responded to the ads by visiting and locating a Trusted ChoiceSM agency for their insurance and financial services needs.

“With each commercial being seen in living rooms across the country, Trusted ChoiceSM is further asserting itself as the consumer marketing brand of the independent agency system,” says Acord, Trusted ChoiceSM executive director and IIABA vice president of consumer marketing. “The more frequently the public eye sees a Trusted ChoiceSM logo on their television or in an agency window on Main Street, the better consumers will understand the value independent agents and brokers bring to the insurance-buying process as well as the advocacy role they fill on their behalf.”

Trusted ChoiceSM commercials continue to emphasize the benefits that independent research shows consumers want most in their insurance advisors: choice, customization and advocacy. The June advertising campaign will average 15 spots per day, with 23 percent of the commercials being shown during prime time (8 p.m.-11 p.m.) and 25 percent airing during early morning (6 a.m.-9 a.m.). In addition to CNN and ESPN, Trusted ChoiceSM commercials will be seen during entertainment and news programming shows on ESPN2, CNBC, MSNBC, FOX News Channel, History Channel and Discovery Channel. The complete advertising schedule is available at

“The initial advertising campaign was a tremendous success and we are further encouraged by the growing number of Trusted ChoiceSM agencies whose support is imperative to the continued growth of the brand,” says Trusted ChoiceSM Board Chairman Ronald A. Smith, CPCU. “Trusted ChoiceSM agencies and company partners already are reaping the benefits of the increased consumer awareness sparked by national advertising.

“The independent agency system needs this brand in order to distinguish itself amid the growing competition. We encourage other IIABA member agencies to join Trusted ChoiceSM prior to the start of the new round of commercials,” Smith continues.

To date, more than 2,500 independent agencies and brokerage firms, all IIABA members, have joined Trusted ChoiceSM to distinguish their businesses as the smart way for consumers to purchase insurance and financial products.

On the company side, six national insurers have joined Trusted ChoiceSM: Encompass Insurance, Kemper Insurance, MetLife Auto & Home, Ohio Casualty Insurance, Progressive and SAFECO.

Eleven regional companies are Trusted ChoiceSM partners: California Insurance Group, Cascade National Insurance, Central Insurance Companies, Consumers Insurance, Kentucky National Insurance, Main Street America Group, Merchants Insurance Group, National Security Fire & Casualty, Rutgers Casualty Insurance, Selective Insurance Group and Summit Insurance. InsurBanc, a federal thrift bank created by IIABA, also is a Trusted ChoiceSM strategic partner.

The Trusted ChoiceSM brand is being promoted nationally through a combination of advertising, company ingredient branding, public relations, agency marketing and Internet communications. All media directs consumers to, where they find a cutting-edge Agency Locator and up-to-date consumer information on numerous insurance topics.

Trusted ChoiceSM is the consumer marketing identity for nearly 2,500 participating independent insurance agencies and brokerage firms. These firms offer a choice of insurance companies and policies, customization of policy coverage and advocacy. Founded in 1896, IIABA is the nation’s oldest and most respected agent and broker association—


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