Beagle Street saw its highest sales of life insurance over the last two years during the night Madonna fell from the stage at the BRIT Awards 2015.
Between 9pm and 11pm on Wednesday 25 February 2015, Beagle Street saw a 56% increase on sales compared to the previous week.
Beagle Street has now said it will monitor its sales against TV schedules to investigate the relationship between the two.
The same night also saw the BBC air Strictly Come Dancing's Comic Relief special.
Beagle Street's monster advert recently saw complaints against it for frightening children dismissed while a poll of COVER readers found 62% thought the advert wouldn't help rejuvenate positive consumer views of life insurance.
Matthew Gledhill, managing director of Beagle Street, said: "We had an unusually high spike in sales on Wednesday night, which can't really be attributed to any marketing activity we had going on.
"The direct increase in sales straight after BBC Strictly Come Dancing and the BRIT Awards suggests that people watched life-affirming TV - or dangerous falls - may have prompted people to get their life insurance in order.
"Who knows? But because we are an online company open for business 24/7, we'll be monitoring sales against TV schedules to test whether this a one-off or a regular trend."