Mutual Funds ad volumes on Radio grew 7x in Jul-Sep’20: TAM AdEx

Ad volumes for Mutual Funds on TV, Radio, & Print surged by 2x, 7x and 3.4x, respectively during Jul-Sep’20, compared to Apr-Jun’20. SBI Funds Management and Mirae Asset Glob Invest India were common across TV, Print, Radio and Digital in the Top 10 list. The Top 10 advertisers added more than 80% share of ad volumes on all mediums.

Ad Volumes of Mutual Funds Category on TV noticed a 2x growth during Jul-Sep’20 over Apr-Jun’20. The Top 4 channel genres – News, Movies, GEC, Sports – together added almost 100% share of Mutual Funds ad volumes for Mutual Funds Category during Jul-Sep’20 on TV. News genre grabbed more than 3/4th share of Mutual Funds’ ad volumes. The Top 2 program genres – that is, Business Program and News Bulletin – together added more than 70% share of ad volumes on TV, with Business Program being the most preferred genre for promoting Mutual Funds brands on Television. Afternoon was the preferred time-band for Mutual Funds brands, covering 31% of ad volumes on TV.

Mutual Funds’ ad volumes saw almost 7x growth on Radio during Jul-Sep’20 over Apr-Jun’20; while in Print, Mutual Funds advertising rose by 3.4x during Jul-Sep’20 compared to Apr-Jun’20. In contrast, Ad insertions for Mutual Funds Category declined by 17% on Digital during Jul-Sep’20, compared to Apr-Jun’20.

Print saw as many as 22 new brands, TV saw 7 new brands and Radio saw 1 new brand during Jul-Sep’20, compared to Apr-Jun’20.

Six among the Top 10 advertisers were common between TV and Print during Jul-Sep’20. These were – UTI Asset Management Company, Sundaram Asset Management Company, Mirae Asset Glob Invest India, Edelweiss Asset Management, SBI Funds Management and HDFC Asset Management Company.

Maharashtra captured 20% share of Mutual Funds’ ad volumes during Jul-Sep’20 on Radio. The South Zone topped with 35% share of Mutual Funds advertising in Print.


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