Comparing TV Audiences for Two Comparison Heavyweights

When buying insurance, who comes to mind? Is it meerkats, opera-singers, robots or hot-pant-clad businessmen?

The price comparison business is engaged in a high stakes, marketing arms race. Four of the big names (Compare The Market, Confused, Money Supermarket and GoCompare) spent in excess of £120m on traditional media in 2019. All four brands have followed a similar creative strategy, investing their energy in campaigns that bombard viewers. Their success is based on having the biggest, brashiest, noisiest character burnt into every viewer's brain.

In this versus series of TV infographics, we look at how two comparison businesses compare when it comes to delivering TV airtime. GoCompare v Confused.com analyses UK TV audience data during January 2020.