Insurance owned 14% of SA talk radio's ad week, 18–24 May

Insurance was the loudest paid voice on Cape Talk and 702 this week, taking 14% of qualifying ad inventory — second only to a long tail of unclassified spots, and well ahead of auto (7%) and banking (5%). OUTsurance and Naked drove most of the insurance volume, with OUTsurance's Essential Car Insurance pitch and Naked's 'Farnie got naked' campaign in heavy rotation across daytime and drive.

The more interesting story is where those spots landed. Insurance creative repeatedly aired inside weather and weekend-lifestyle pods on Cape Talk, while banking spots clustered around agriculture and money-management editorial — Absa's AgriTrends sponsorship of The Money Show being the clearest example. Auto creative, meanwhile, kept finding its way alongside traffic bulletins and, on 702, a consumer-protection segment on online car-buying scams.