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The insurance sector was pretty active in Q4 2024, with significant developments that were reproduced by online information media (websites, blogs, social media, forums). Clip News’ analysts carried out extensive analysis of the online publicity data for Q4 2024, drawing unique conclusions about the behavior of the sector’s brands and trends.
Περιεχόμενα
Media that Gathered Attention
Some 7,770 references were analysed, with websites covering 53% (4,100) of them, X (Twitter) 22% and Facebook 19% – therefore, 94% of the volume of references came from the three dominant media. It is obviously clear that a significant part of X concerns news content, originating from corporate and news accounts (sectoral, economic or of broader interest). The analysis covered the publicity of six important companies (Allianz, National Insurance, Eurolife, Generali, Interamerican, ΝΝ – in alphabetical order). Below you can find some of the basic conclusions, a teaser, for deeper study and for the information of interested parties.
Insurance Sector and Basic Agenda
The total agenda of the sector was defined by the news, the main topics on which – regardless of the analysis per-company that follows – were:
- the effort of gangs and crooks to target vehicle drivers, in order to declare accidents that never happened and claim compensation,
- the effort of Greek companies from various sectors to establish relations with large international companies, in order to highlight the dynamic of their growth and the growth of their sector in Greece,
- the resilience and the provisions that the companies of the sector have put aside in order to cover major disasters, such as the negative side effects of the Daniel storm, for a capable period of time,
- the initiatives of companies of the sector to support projects dedicated to benefit society, in order to secure the sustainability of business sectors and similar initiatives. At the same time, companies of the sector have been investing in actions supporting vulnerable families and social groups, especially young children, in an effort to improve their lives and contribute to their personal growth. Corporate Social Responsibility (CSR) actions have become part of the core business of the companies of the sector and receive high publicity.
Dominant Insurance Companies
In terms of Share of Voice (SoV), National Insurance came first (31% of the references), followed by Allianz, Eurolife, Generali, Interamerican and ΝΝ. From a purely news reporting perspective, the order changes, and Allianz takes the lead, followed by National Insurance, Eurolife, Interamerican, ΝΝ, Generali.
On the contrary, in terms of interaction (X + Facebook + Instagram), National Insurance (because of Χ) and Generali (because of Facebook and interaction with comments) came first, followed by Allianz, Eurolife, Interamerican and ΝΝ. In terms of discussions (Forums, Reddit), Interamerican came first, followed by ΝΝ and Allianz, whereas on YouTube one can find National Insurance and Interamerican.
Sentiment Analysis
The insurance sector often has consumer comments on social media, welcoming or criticizing the developments. For the time period under examination, conclusions related to sentiment analysis are particularly interesting, as the positive and negative sentiment for all companies reaches 16% (7% and 9% respectively). 
Negative sentiment concerns mostly the following companies:
- National Insurance: 19%, mostly on Χ (Twitter), because of topics related to the takeover by the US-based CVC Capital Partners Fund, extensively commented upon in reproductions (RTs).
- Allianz: 10%, also mostly on Χ (Twitter), which skyrocketed because of comments about the pro-Israel stance of the company.
Positive sentiment concerns mostly the following companies:
- Eurolife, because of CSR actions, such as the cooperation with ΗΟPΕgenesis and the Municipality of Chalki for the 5th Childcare Centre, within the context of initiatives for the demographic issue, as well as the decision to make A. Sarrigeorgiou an honorary doctorate of the University of Piraeus.
- Allianz again, with news reporting on the company’s sustainability distinctions, international distinctions and the significant increase of revenue in Greece after the merger with European Reliance.
In terms of total sentiment, National is “deep red”, Eurolife, Interamerican and ΝΝ are on the positive side, whereas Allianz and Generali have a balanced positive and negative sentiment.
Corporate Issues and CSR Actions Rise
The next field of comparison was the tagging of references. Corporate references exceeded 50% (up by 75% compared to the previous quarter and main contributor to the negative sentiment that has doubled), especially since the protagonists of negative references, National Insurance (mostly) and Allianz had 66% of the corporate references.
Next were insurance products (approximately same sizes as in Q3, with Eurolife staring) and CSR actions (more than 60% increase, thanks to National Insurance and Eurolife – National Insurance’s share in this field simply “faded” because of the developments in Q4).
Post comments reduced by 50%, as only Generali showed consistency compared to the other quarters. It is noted that the analysis was carried out on the assumption that CSR actions should be characterized neutral, originating from owner activity.
Online Publicity and Insights
As a conclusion, the insurance sector is dynamic and the online publicity analysis of big companies for Q4 2024 highlighted crucial information about their trends, strategies and reputation. From the dominance of specific online sources, to the impact of CSR actions and the importance of sentiment, it is clear that media monitoring and digital listening are basic tools in understanding the sector. The evaluation of those insights allows companies to shape strategies that enhance brand awareness, competitiveness and their connection with the public.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/10/24 – 31/12/24
Sources: Websites, Blogs, Forums, Social Media (with the restrictions of each source)
Keywording/Analysis: Clip News
The above analysis provides an indicative approach, noting that variations in social media data sample and time range could produce different insights.