TAM AdEx-Cross Media Report – Mutual Funds takes a look at the Advertising Trends or the Category during the April-September 2020 period.

1. TAM AdEx Overview of
Advertising Trends for
the Category
Mutual Funds
Media: TV, Print, Radio and Digital
Period: Jul - Sep’20

2. 1
3
2
4
Ad Volume Growth^ New Brands
TV: Channel Genre & Time-band Radio & Print
Ad volumes for Mutual Funds on TV, Radio, & Print
surged by 2 times, 7 times & 3.4 times respectively
during Jul-Sep’20 compared to Apr-Jun’20.
Count of New Brands** in TV, Print and Radio:
TV: 7 Brands
Print: 22 Brands
Radio: 1 Brand
Top 4 channel genres together added almost 100%
share of Mutual Funds ad volumes during Jul-
Sep’20 on TV.
Afternoon was the preferred time-band for Mutual
Funds brands covering 31% of ad volumes on TV.
Maharashtra captured 20% share of Mutual
Funds’ ad volumes during Jul-Sep’20 on Radio.
South Zone topped with 35% share of Mutual
Funds’s advertising in Print.
Period : Jul-Sep ’20 (TV, Print, Radio & Digital)Highlights – Part 1
^Ad Volume Growth Comparison Period: Jul-Sep’20 over Apr-Jun’20
**New Brands period: Jul-Sep’20 compared to Apr-Jun’20

3. 5 6
7
Program Genres Advertisers
Digital Advertising
Business Program was the top Program Genre in
Mutual Funds advertising.
SBI Funds Management and Mirae Asset Glob
Invest India were common across TV, Print,
Radio and Digital in the Top 10 list.
Ad Network transaction method captured 48%
share of Mutual Funds ad insertions on Digital.
Period : Jul-Sep ’20 (TV, Print, Radio & Digital)Highlights – Part 2

4. 100
204
^Growth in month of Jul - Sep’20 compared to month of Apr-Jun’20.
Index : Apr-Jun ’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on secondages for TV
Period : Jul-Sep’20 compared to Apr-Jun’20
Ad Volumes for Mutual Funds Category on TV
Insight:
 2 times growth in ad volumes of
Mutual Funds category was
recorded on TV during Jul-Sep’20
over Apr-Jun’20.
Apr-Jun ‘20 Jul-Sep ‘20
Ad Volumes of Mutual Funds Category on TV noticed rise during Jul-Sep’20

5. `
100
693
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on secondages for Radio
Period : Jul-Sep’20 compared to Apr-Jun’20
Ad Volumes for Mutual Funds Category on Radio
On Radio, Ad Volumes for Mutual Funds surged during Jul-Sep’20
Insight:
 Nearly 7 times growth in Mutual
Funds’ ad volumes was observed on
Radio during Jul-Sep’20 over Apr-
Jun’20.
Index : Apr-Jun’20 = 100
Apr-Jun ’20 Jul-Sep ’20
^Growth in month of Jul - Sep’20 compared to month of Apr-Jun’20.

6. 100
340
Apr-Jun’20 Jul-Sep’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print
Period : Jul-Sep’20 compared to Apr-Jun’20
Ad Volumes for Mutual Funds Category in Print
Ad Volumes/Publication of Mutual Funds Category in Print witnessed significant
growth during Jul-Sep’20
Insight:
 Mutual Funds advertising in Print
rose by 3.4 times during Jul-
Sep’20 compared to Apr-Jun’20.
Comparison is for Avg. Ad
volumes/publication
Index : Apr-Jun’20 = 100
^Growth in month of Jul - Sep’20 compared to month of Apr-Jun’20.

7. 100
83
^Growth in month of Jul - Sep’20 compared to month of Apr-Jun’20.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on ad insertions for Digital
Period : Jul-Sep’20 compared to Apr-Jun’20
Ad Volumes for Mutual Funds Category on Digital
Ad insertions for Mutual Funds Category declined on Digital during Jul-Sep’20
Insight:
 During Jul-Sep’20, Mutual Funds’
ads declined by 17% on Digital
compared to Apr-Jun’20.
Index : Apr-Jun’20 = 100
Apr-Jun’20 Jul-Sep’20

8. TV % Share Print % Share
UTI Asset Management Company 69 UTI Asset Management Company 64
Motilal Oswal Asset Management Company 11 Sundaram Asset Management Company 33
Nippon Life India Asset Management 10 Mirae Asset Glob Invest India 2
Sundaram Asset Management Company 4 ICICI Prudential Asset Management Company 0.4
Edelweiss Asset Management 2 SBI Funds Management 0.2
National Stock Exchange Of India 1 Aditya Birla Sunlife Asset Management Company 0.2
Mirae Asset Glob Invest India 1 HDFC Asset Management Company 0.05
SBI Funds Management 0.4 LIC Mutual Funds Asset Management Company 0.05
HDFC Asset Management Company 0.3 PPFAS Asset Management 0.04
Edelweiss Asset Management 0.03
Top 10 Advertisers of Mutual Funds on TV and Print
Radio and Digital follows
6 among the Top 10 advertisers were common between TV and Print during Jul-Sep’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Jul – Sep ’20

9. Top 10 Advertisers of Mutual Funds on Radio and Digital
 SBI Funds Management and Mirae Asset
Glob Invest India were common across TV,
Print, Radio and Digital in the Top 10 list.
 ICICI Prudential Asset Management Company,
Mirae Asset Glob Invest India and SBI Funds
Management were common between
Digital and Radio in the Top 10 list.
Insight (across all 4 media):
 Top 10 advertisers added more than 80%
share of ad volumes on all mediums.
Radio % Share Digital % Share
SBI Funds Management 82
Nippon Life India Asset
Management
36
ICICI Prudential Asset Management
Company
10 UTI Asset Management Company 12
Mirae Asset Glob Invest India 8
Motilal Oswal Asset Management
Company
8
Principal Asset Management
Company
8
Sundaram Asset Management
Company
6
Kotak Mahindra Asset Management 3
L&T Finance 3
ICICI Prudential Asset Management
Company
3
SBI Funds Management 3
Mirae Asset Glob Invest India 3
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Jul - Sep ’20

10. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Period: Jul-Sep’20
TV Radio Print
Motilal Oswal Mutual Funds SBI Magnum Childrens Benefit Plan Sundaram Bluechip Fund
Nippon India Mutual Funds Mirae Asset Equity Allocator Fund Of Fun
Sundaram Bluechip Fund Mirae Asset Nifty 50 ETF
Nippon India Mutual Multi Asset Funds ICICI Prudential Freedom SIP
Bharat Bond Exchange Trade Fund
(Edelweiss Mf)
Mirae Asset Healthcare Fund
Top 5 New Brands^ of Mutual Funds Category in each traditional mediums
7 New Brands on TV One New Brands on Radio 22 New Brands in Print
^New Brand in month of Jul - Sep’20 compared to month of Apr-Jun’20.
Insight:
 Nippon India introduced two new^ brands on TV and Mirae Asset
advertised three new^ brands in Print.
 Among the Top 5 new^ brands, Sundaram Bluechip Fund appeared on
both TV and Print.

11. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul - Sep ’20
Rank Channel Genres % Share
1 News 83%
2 Movies 16%
3 GEC 0.5%
4 Sports 0.3%
News genre grabbed more than 3/4th share of Mutual Funds’ ad volumes
Insight:
Leading Channel Genres preferred by advertisers of Mutual Funds
Category on TV
 Top 4 channel genres together added
almost 100% share of ad volumes for
Mutual Funds Category during Jul-Sep’20.

12. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Sep ’20
Rank Program Genres % Share
1 Business Program 38
2 News Bulletin 34
3 Feature Films 16
4 Interviews/Portraits/Discussion 5
5 Reviews/Reports 2
6 Film Based Magazines 1
7 News Headlines 1
8 Comedies 1
9 Cricket 0.4
10 Religious/Devotional/Astrology 0.4
Business Program was the most preferred genre for promoting Mutual Funds
brands on Television
Insight:
Top 10 Program Genres preferred by advertisers of Mutual Funds
Category on TV
 Top 2 program genres i.e. Business Program
and News Bulletin together added more than
70% share of ad volumes on TV.

13. 12%
24%
31%
8%
19%
5%
Afternoon was the most preferred time-band on TV followed by Morning and Prime time
Source: AdEx India (A Division of TAM Media Research) Period: Jul - Sep ’20
Note: Figures are based on Secondages for TV
Insight:  Afternoon, Morning & Prime time together added 74%
share of ad volumes.
Time band analysis for Mutual Funds advertising on TV
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

14. Preference of ad size by advertisers of Mutual Funds on TV
24%
76%
< 20 Sec 20-40 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Sep’20
Advertisers of Mutual Funds Category preferred 20 - 40 secs ad size
Insight:
 20-40 seconds and <20 seconds ads had 76%
and 24% share of ad volumes respectively
during Jul-Sep’20.

15. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul - Sep ’20
Newspaper : Publication Language and Genre for Mutual Funds Category in Print
Insight:
 75% of share ad space was on English and
Hindi Publications during Jul-Sep’20.
 General Interest publication genre had 86%
share followed by Business/Finance/Economy
with 14% share of Mutual Finds’ ad space.
Publication Language % Share
English 48%
Hindi 27%
Tamil 10%
Gujarati 6%
Marathi 3%
Top 5 Publication Languages added 94% share of ad space in Jul-Sep ’20
Publication Genre % Share
General Interest 86%
Business/Finance/Economy 14%
Focus on Advertising in General Interest Newspapers by
advertisers

16. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul - Sep ’20
South Zone topped with 35% share of Mutual Funds’ advertising in Print during Jul-Sep ’20
Zone % Share
South Zone 35
North Zone 26
East Zone 20
West Zone 18
National 1
Top 2 Cities - West Zone
Ahmedabad
Mumbai
Top 2 Cities - South Zone
Chennai
Bangalore
Top 2 Cities - North Zone
New Delhi
Lucknow
Zone wise Advertising share of Mutual Funds Category in Print
Insight:
 Chennai & Bangalore, the Top cities in South Zone
and were also topped at overall India level during
Jul-Sep’20.
Top 2 Cities - East Zone
Kolkata
Patna

17. 20%
18%
12%10%
9%
8%
8%
6%
5% 4%
Maharashtra Uttar Pradesh Gujarat Tamil Nadu
Delhi Karnataka West Bengal Andhra Pradesh
Madhya Pradesh Rajasthan
The Top 3 states together had 50% share of ad volumes on Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jul – Sep ’20
Insight:
 Maharashtra was on the top with 20%
share of category’s ad volumes during
Jul-Sep’20.
State-wise share of Mutual Funds advertising on Radio

18. 44%
9%
47%
0.1%
Advertising for Mutual Funds was preferred in Evening and Morning time-bands
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jul – Sep ’20
Insight:
 91% share of Mutual Funds ad volumes was
in Evening and Morning time-bands during
Jul-Sep ’20.
Time band analysis for Mutual Funds advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

19. 48%
25%
15%
8%
4%
0.4%
Ad Network Direct Programmatic/Ad Network
Programmatic Programmatic Direct Unknown
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertion in Digital Period: Jul – Sep ’20
Ad Network was the top transaction method for Digital advertising
Insight:
 Ad Network transaction method captured
48% share of Mutual Funds ad insertions
on Digital followed by Direct method.
Transaction Methods of Digital Advertising in Mutual Funds Category

20. For any queries write to:Website Link: www.tamindia.com Vinita Shah vinita.shah@tamindia.com