Moneysupermarket to boost marketing spend after revenue bump

Market leading price comparison site Moneysupermarket.com plans to accelerate marketing spend in the second half of its financial year as it looks to build on a 28% increase in revenue for the year to date.

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The firm says investment in “technology and brand” helped lift revenue for the six months ended to £91.7m, up from £71.6m a year earlier. Net profit more than trebled to £8.8m

Marketing spend on offline channels such as television, direct marketing and its sponsorship of ITV’s Britain’s Got Talent grew 51% to £5.2m in the period. No figures were offered for digital marketing spend.

The site launched a brand campaign in July to “amplify the emotional benefit” of using the site in straitened times.

It was the first for several years not to feature comedian Omid Djalili. A January campaign starred Djalili alongside former Deputy Prime Minister John Prescott.

In a statement, the company says it will continue to invest in its brand in the second half with spend “expected to continue to be ahead of the comparator period.”

Moneysupermarket leads the sector in unique users with 3.7 million visitors in May, according to comScore.

It and the others in the fiercely competitive price comparison sector have spent heavily on brand and product marketing starring colourful brand characters to bolster market share.

According to Nielsen, the four biggest – Moneysupermarket, GoCompare, Confused.com and Comparethemarket – spent £247m on advertising in the past three years.

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