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Fidelity tops media coverage chart

The recent flurry of Isa season activity saw Fidelity claim the top spot in Press Watch Financial Products table of media coverage in national newspapers for March.

Equitable Life was at the bottom end of the main table of media coverage.

Last month was the first time that Fidelity has taken top position. PWFP attributes the company&#39s success to recommendations from investment IFAs, including Hargreaves Lansdown, Chase de Vere and Best Invest.

Looking at sector analysis, Fidelity came fifth in the table of coverage on investment trusts, with Foreign & Colonial in first place. Fidelity came second in the table of Isa and Pep coverage behind Smile.

Unit trusts achieved 23 per cent of all financial services coverage – one of the highest figures ever, says PWFP. Isas achieved the second-highest level of exposure, with 17 per cent. But PWFP says this media coverage has not transformed itself into sales activity due to the state of the economy.

Royal London emerged at the top of the life insurance media coverage table, largely due to its good performance in Ned Cazalet&#39s rating system in the Sunday Telegraph and The Times.

Britannia Building Society was top for mortgages and Norwich Union was number one for pensions.

Equitable Life&#39s dismal coverage, despite its roadshow explaining payouts to policyholders, centred on its decision to raise exit penalties from 10 per cent to 15 per cent.

PWFP says: “Internecine squabbling, disaffected policyholders and an unrelenting media is likely to keep Equitable Life in the lower echelons of PressWatch for some time.”

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