Paul Whitehouse puts Aviva in the picture

A HIT television advertising campaign featuring comedian Paul Whitehouse has helped drive Aviva to the number one slot in UK general insurance, the company claimed yesterday.

Sales of general insurance, a division whose HQ is in Perth, climbed 12 per cent in the nine months to end‑September, boosted by the former Fast Show TV star.

Aviva said recent industry figures showed it had overtaken Churchill brand owner Royal Bank of Scotland as the UK’s biggest general insurer.

Net motor insurance premiums jumped 23 per cent, with Aviva adding 318,000 new motor customers this year to bring the total to more than two million.

Overall, general insurance and health premiums rose 9 per cent to £7 billion. By contrast, long‑term savings sales were down 8 per cent at £23.6bn as austerity measures in several countries and the slowing global economy squeezed consumer incomes. UK life assurance and pension sales increased 6 per cent to £8.1bn.

Aviva, which sold the RAC motor business to private equity group Carlyle for £1bn earlier this year, said it had limited exposure to the extensive riot damage in England in August.