The high-frequency rebranding campaign of Norwich Union to Aviva, featuring Bruce Willis and Macauley Culkin, plus some non-celebrities, in the new 60-second creatives, has so far cost about £1.8m since the 10-second, debranded teasers broke on 6 March and were joined by the full-minute versions two days later.
In total, during March, Aviva/Norwich Union has run 30 different ads and spent more than £5m on TV, an increase of almost 500% on the same period in 2008.
METHODOLOGY: The estimated advertising spend is based on Billetts Marketing Investment Management client average prices on ITV during March 2009.