Advertising power acknowledged
Aggregators have admitted that their financial performance has become increasingly dependent upon the success of advertising campaigns.
As part of its recent result announcement, BLG said Comparethemarket.com was responsible for driving significant income in the group and that its Aleksandr the Meerkat campaign had helped the price comparison site outperform targets, resulting in 70% growth against a market growth rate of 20%.
In a statement, BLG said: "Thanks to growth within Comparethemarket, strong cost control and supplier management, the group delivered a profit of £62m, up 16% on the previous year.
"The meerkat marketing
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