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TAM AdEx-Cross Media Report – Mutual Funds

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

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TAM AdEx-Cross Media Report – Mutual Funds

  1. 1. TAM AdEx Overview of Advertising Trends for the Category Mutual Funds Media: TV, Print, Radio and Digital Period: Jul - Sep’20
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 20. For any queries write to:Website Link: www.tamindia.com Vinita Shah vinita.shah@tamindia.com

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