Mutual fund advertising spend on television has risen 48% this year (January to November), compared with the corresponding period last year, according to an analysis by AdEx, a division of Tam Media Research.
Interestingly, the assets under management has increased only 13% on a year-on-year (November 2003 to 2004) basis. As on November 30, 2004, assets under management stood at Rs 1,49,581 crore, up from Rs 1,32,366 crore on November 30 last year.
Prudential ICICI Asset Management topped the list of advertisers in the MF category this year, with a 30% ad spend share. Standard Chartered Asset Management Company Private Ltd was next in the list with a 17% share. Others in the top five included Templeton Asset Management Company (16%), Standard Chartered Grindlays (11%) and Kotak Mahindra Asset Management (5%).
Another finding of the AdEx study was that mutual funds show opposite trend in the second halves of 2003 and 2004 on television, in terms of value of ad spend. That is, while the second half of 2004 showed an increase in ad spend as compared with the first half, it was exactly the opposite in 2003. The second half of 2003 showed a dip in ad spend, compared with the first half.
The study looks at the advertising spends of mutual funds in the past few years also. For instance, it talks about a rise of 8% in mutual funds advertising on television in 2003, compared to 2000. In 2001, mutual fund advertising on TV dipped 5% from the year 2000. In 2002, a similar trend continued, with MF ads recording a dip of 3%, when compared with 2001. The year 2003 was different, with a net jump of 16% in ad spend from 2002. This year, the increase in ad spend has been significant, at 48%. According to analysts, the ad spend trend is in line with the investment pattern. While 2002 was not a sound year for investment, it was bounce back time in 2003, they added.