Brands over time

Admiral
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

238 of Admiral's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 83 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other insurers, and what it sounds like in its own words.

Pages measured
238
Years covered
2015–26
Archived before ChatGPT
83
Blog · press
190 · 48

01 · Homepage

One capture a year

Admiral's homepage from 2003 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026admiral.com22 Jun 2026
Admiral homepage, 22 Jun 2026

Screenshot of Admiral’s homepage (admiral.com) as archived by the Internet Archive on 22 Jun 2026. © Admiral or its licensors. Shown for comparison and review; not endorsed by Admiral.

Homepage

2026

“Put your mind at ease with travel cover you can trust”

Page title

Car, MultiCar and MultiCover Insurance Quotes – Admiral

Open on the Internet Archive
  1. 2012Hire Car Cover
  2. 2015Insurance built around your needs and requirements
  3. 2019Best Car Insurance Provider 6 years in a row
  4. 2021Insure all your family cars and homes, even at different addresses, and save £309
  5. 2024Sleep easy with Admiral MultiCover
  6. 2026Put your mind at ease with travel cover you can trust

24 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
6
12
18
Insurance avg 13.6
13.2
11.0
11.2
13.9
13.5
14.2
15.5
14.0
10.5
11.3
11.2
10.7
ChatGPT · Nov 2022
20153 pp
201618 pp
201719 pp
201813 pp
20195 pp
20207 pp
202113 pp
202215 pp
202311 pp
202415 pp
202516 pp
20268 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201513.23
201611.018
201711.219
201813.913
201913.55
202014.27
202115.513
202214.015
202310.511
202411.315
202511.216
202610.78

Years with pages: 2015 (3), 2016 (18), 2017 (19), 2018 (13), 2019 (5), 2020 (7), 2021 (13), 2022 (15), 2023 (11), 2024 (15), 2025 (16), 2026 (8). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 40 pages from before ChatGPT launched and 39 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 40 pp2024 to 2026 · 39 ppChange
Sentence length
14.511.1−23%
Sentence rhythm
0.700.68−3%
Contractions
18.625.5+37%
"You"
69%71%+2 pts
"We"
23%23%−1 pts
Questions
2.88.7+215%
Exclamations
0.550.69+26%
Long words
21%20%−1 pts
Em dashes
2.432.65+9%
AI-associated words
0.520.20−62%
AI-era marketing words
0.480.15−68%
Quieter LLM-favoured words
0.650.34−48%
AI-associated sentence shapes
0.230.04−82%
Page length
1,0221,149+12%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (40 pages); after = 2024 to 2026 (39 pages). Method: SGR-011.

04 · Against its sector

Admiral among insurers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    34% more than its sector

    5.8 against a sector average of 4.3; highest of 10.

  2. Contractions

    15% more than its sector

    20.8 against a sector average of 18.1; 4th highest of 10.

  3. Sentence length

    12% less than its sector

    12.0 against a sector average of 13.6; 2nd lowest of 10.

Sentence length2nd lowest of 10
Admiral 12.0
10.517.1
Contractions4th highest of 10
Admiral 20.8
9.625.3
"You"4th highest of 10
Admiral 66%
43%88%
"We"Mid-table, 5th of 10
Admiral 27%
10%52%
QuestionsHighest of 10
Admiral 5.8
2.75.8
Long words4th lowest of 10
Admiral 22%
19%29%
Em dashes4th highest of 10
Admiral 2.16
1.263.84
AI-associated words2nd lowest of 10
Admiral 0.39
0.161.23
Exclamations2nd highest of 10
Admiral 0.80
0.041.11
Page length4th highest of 10
Admiral 1,035
8411,707

Pages measured: Aviva 273 · Direct Line 191 · Admiral 238 · LV= 305 · AXA 186 · Hastings Direct 146 · esure 133 · Legal & General 286 · Zurich 149 · Bupa 142. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words Admiral uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

guides30.2 vs 5.0
cat19.4 vs 1.2
pet34.2 vs 7.7
magazine24.3 vs 3.8
car128.6 vs 63.4
travel39.5 vs 11.7
van29.7 vs 7.6
contents21.1 vs 4.0
dog26.9 vs 6.8
safe25.9 vs 6.7
AdmiralSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 238 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20161 Feb · Blog
“From your most prized possessions to your nearest and dearest, your home holds almost everything you value most! That's why knowing exactly what you’re covered for is so important.”
What can invalidate your home insurance?
201712 Sep · BlogArchived copy
“We spoke to our Pricing team to find out which cars were insured by customers with children under the age of 16, and from this we found the top 10 family cars with the cheapest insurance costs between March and May 2017.”
Top 10 family cars
202125 Oct · BlogArchived copy
“There are many misconceptions about rescue dogs but, just like humans, they are all unique and it’s just a case of finding the right one for you.”
Rehoming a rescue dog
202223 Aug · Blog
“We know car insurance probably isn’t your favourite thing to spend money on. But even though it’s important you have the right cover, it doesn’t mean it has to break the bank!”
How to Get Cheaper Car Insurance
20247 Nov · Blog
“We know car insurance excess can be confusing. It can be hard to understand what it is, when you have to pay it and how much it’ll be.”
How Does Car Insurance Excess Work?
202518 Mar · Blog
“There’s lots of different budgeting tips and tricks out there – and you might be interested to give one a go. It’s important to know how they can be used, as well as the risks involved.”
What is Cash Stuffing?

07 · Every page

All 242 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 238 count towards the measures; the rest were not measured (4 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20268 pages
202516 pages
202415 pages
202311 pages
202215 pages
202113 pages
20207 pages
20195 pages
201813 pages
201719 pages
201618 pages
20153 pages
In the overall numbers, no year95 pages
Not measured4 pages

08 · Method

How this was measured

The pages

Admiral's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.