Paul Merson is the best pundit in the country. Here's the problem; what fans and viewers think Paul Merson's job is, is not what Paul Merson's job is. Pundit isn't even the right word to describe him.
Merson's job has several facets to it. Firstly, he has to appeal to the Sky Sports home audience. That audience is mostly middle aged or above males. Secondly, he has to generate engagement to a mostly online audience which is a younger demographic. Thirdly, he has to generate chatter amongst the ever increasingly important Sky Sports pub audience. Notice nowhere here does the list include saying something of any value.
Merson is the perfect pundit because he ticks all boxes. The auld fellas who think the games gone and don't want none of this continental tippy tappy bullshit, he's their guy who explains football in a simple and emotional way. It's all passion and workrate and simplistic "back in my day" analogies no different from a MOTD pundit in the 90s. To the tacticos people, he's the football dinosaur who doesn't know his segundo volantes from his registas and they get to feel superior because they read Spielverlagerung and Michael Cox so they understand the game better than this 20 year tenure professional player who then spent another 20 years in the media. To the younger crowd, he is a baffling idiot who represents a conservative faction of English football and is essentially a clown there to poke fun at. There's obviously spectra inbetween all of this.
When Merson says something, you engage with it. You write on forums, you click the video, you talk to the lad in the pub next to you. Sometimes exasperated at how he's an idiot and sometimes not but either way, he generates engagement for the Sky Sports TV shows and that's what people actually pay for. Sky's business model is changing as their losses increase and people like Merson who can keep their older home audiences and their young online audiences simultaneously engaged are worth their weight in gold as they transition. It's why he was kept after the cull of Soccer Saturday.
Mitchell and Webb once performed a sketch about I'm a Celeb or one of those reality shows. You get people who watch because they like those shows. Then you get people who watch a bit and feel superior; that these shows are a waste of time and both the other viewers and the show itself are beneath them. But it doesn't matter whether you watch a show or ironically watch a show, the advertisers don't give a shit, you count exactly the same as the other viewers. If you're talking about Merson's comments, if people are looking up what he said on the website or on a tweet, you're viewing Sky Sports TV output and engaging with it. And they don't care what reasons you might or might not have to do that because your opinion on his words doesn't matter to them