MoneySuperMarket wins big with annoying ads

The price comparison site was responsible for three of the four most complained about commercials last year. So its 20 per cent growth in revenues shouldn’t surprise anyone

MoneySuperMarket is responsible for three of the four most complained about ads of 2016

MoneySuperMarket was revealed to have screened the most complained about ad in 2016 as it reported an impressive 20 per cent growth in revenues for the fourth quarter of the year.

Those two stories are actually very closely linked. When Mark Lewis, the former retail director at John Lewis who is taking over as chief executive, has got his feet under his desk his first call should be to his ad agency. The first question: “What can we do to rile ’em up this year?”

The only people who can have missed the most recent batch of commercials are those who only watch the BBC on trad tele and have managed to get by without an internet connection.

Whether it’s the crotch grabbing bodyguard, the twerking businessman or the pole dancing builder, or a revolting combination involving two or three of them, you can’t easily miss them.

Which is kind of the point. You don’t need to rely on giving away toys (Confused.com, Comparethemarket.com) if you have ads that are that visible.

The sort of syrupy Christmas commercials Mr Lewis has been used to at John Lewis, should be in his rearview mirror. Buster the Boxer or the Man in the Moon won’t cut it in the cut throat world of price comparison.

It’s get noticed, and get your name out there, by whatever means necessary. Do that, and you’re half way to winning the war.

John Lewis has unique selling points. You get a free two-year guarantee on electrical goods, high quality customer service, a cuddly image, a high value brand that customers like to associate themselves with.

Annoying potential customers is not something a business like that ever wants to do. It’s all but a must to keep revenues growing at the rate they have been growing at MoneySuperMarket.

Price comparison sites offer much the same product, and if you find the website of one awkward it’s only too easy to switch to that of a rival. Or your can try two or thee out at once.

If you want to make the best use of them – and more people should use them because they’re handy tools for keeping bills down – you’re best off feeding your details into two or three. Its name recognition should guarantee MoneySuperMarket a place on the lists of people that do that, not to mention capturing a good share of the much bigger number of people that just use one.

With both the most complained about ad, and three of the top four, the company is set fair, although it does make you wonder at the sort of things that will offend people enough to complain.

Supremely annoying the company’s offerings surely are, but offensive? Please.

The Advertising Standards Authority was similarly unimpressed, ruling that none crossed the line. Nor did any of the others in the top ten.

Perhaps Mr Lewis, who will formally take over from Peter Plumb in a couple of months, might like to roll the dice, and see how far he can push it.

That used to be something Paddy Power excelled at. But the bookie only managed two spots in the top ten this year, one of which was from an ad dating back to 2010. The boys and girls in the marketing department are clearly losing their touch. They surely haven’t all departed for MoneySuperMarket? Have they?