And now for something completely flippant

Enough of the heavyweight issues... let's talk about meerkats. What on earth are comparethemarket doing?

One can be fairly sure that the reason people go to comparison sites is to:
a) save money
b) save time
Just how does a free soft toy fit into that user experience?

Have they not seen "monkey" - effective as an advertising character selling tea, but not as a promotional "benefit" when buying digital TV.

If a free toy is enough to sway people from one comparison site to another (and I'd be surprised) then it can only mean there is no product differentiation, no proposition. Sorting that out would be a much better place to invest time and money.

I thought the initial campaign was very clever - as was the spoof website that went with it - but it needed to move on, long ago.