Americans are spending unprecedented amounts in the housing market– and that number keeps increasing. With upward trending interest rates and lacking inventory, the road to homeownership has not only been long, but challenging and costly. A fifth of homeowners are cost-burdened, or “house poor,” which means first-time homebuyers are looking for ways to cut back to afford their new home. Meaning, they could certainly use a little extra savings where they can get it.

Progressive knows when you buy a house and move to the suburbs, there are some things you just aren’t prepared for. Sure, we can help you save money by bundling your home and auto, but other things don’t go quite so smoothly. Like the hauntingly eerie sound of a bird calling out to an unknown stranger.

"Birds" was put into market just at the right time, offering a saving opportunity for prospective and existing homeowners while the cost of homeownership is at an all-time high. Progressive doesn’t directly measure radio creative in market, however, Progressive reported nearly 10% annual growth in their Personal Lines business (which includes home & auto) (reported February 2023).

In an article published by WARC in Nov. 2022, they cite relevant context as a key driver of strong results. With contextual placement in mind, there is an inherent allure to producing Home & Auto Bundle work for radio, a media known for being almost entirely consumed either in the car or at home. The combination of engaging creative content and a context that is meaningful to our audience has been a winning formula for Progressive for years.