Liberty Mutual's Hit 'Farm' Spot Maintains High Attention

When an ad is among the most-seen spots on TV, it's typically hard to retain high attention, as audiences eventually suffer from creative wear/burnout. Yet there are exceptions – including one of the breakout ads of 2025, Liberty Mutual's "LiMu Emu and Doug: Farmer."

• iSpot data shows that the spot is the most-seen TV ad of the year so far (0.45% of all impressions), yet still has an attention index score 21% higher than the norm.
• Liberty Mutual has been airing the spot during a mix of premium sports programming (NFL, men's college basketball), news and syndicated programming, yet has retained relatively high attention throughout, with limited wear – as the chart below showcases.
• Of the four ads Liberty Mutual has been running on linear TV this year, "Farmer" has the highest attention, too – further justifying why the brand has continued to lean on it most heavily since it first appeared on Dec. 30, 2024.