Direct Line claims to be one of the UK’s most competitive car insurers, but not everyone agrees.

Even the report on which the insurer bases this claim says it would be most competitive for fewer than eighty out of 1000 hypothetical customers.

In other words, more than nine out of ten drivers would get a better price if they went elsewhere.

Of course, the quickest and easiest way to get a wide range of competitive quotes is through a price comparison site.

So it’s no wonder Direct Line is using its TV ads to try to convince people not to bother with these.

The more people that log on to the likes of Confused.com or Moneysupermarket.com, the fewer that will take cover from Direct Line.