Experian Consumer Direct has rolled out a new “Stickman” TV commercial, created by The Response Shop and produced by Auster Productions, to promote its FreeCreditReport.com service. This winter, viewers will see Stickman get married, be surprised by a visit from the family stork, and learn how good credit can help protect his new, rather large family. The spot will begin airing on network and cable television stations in January.
Experian yesterday announced the formation of Experian Consumer Direct that combines the operations of CreditExpert and ConsumerInfo.com. The business of selling credit data to consumers has become a substantial business over the past twelve months. Equifax confirmed last week that its third quarter “Direct-to-Consumer” revenues increased 106% to $11 million. Experian’s consumer direct business took shape in April with the acquisition of ConsumerInfo.com from Homestore.com, Inc. for $130 million in cash. Since ConsumerInfo.com’s founding in 1995, the company has provided more than 5 million credit reports to U.S. consumers. Its Internet properties, which include CreditMatters.com, FreeCreditReport.com and QSpace.com, receive more than 10 million visitors monthly. ConsumerInfo was the first U.S. company to offer consumers online access to single-bureau credit reports, three-bureau credit reports and lender-style credit scores. The company recently announced that its “CreditCheck Monitoring Service” has reached 1 million members. About three-quarters of ConsumerInfo.com’s revenue is derived from membership subscriptions. For an annual subscription of $79.95, members can access their credit reports as often as desired, monitor their files monthly and receive advice on managing credit and debt levels. ConsumerInfo.com also sells individual credit reports, credit scores and other services at prices ranging from $9.95 to $44.95.