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Fund firms buck trend as total ad spend falls

Investment fund and Isa ads in the press fell by 25 per cent in April from the same period last year despite some firms increasing their spend.

Total expenditure on press ads for investment funds from April 5 to April 30 fell to £4.17m from £5.6m last year, according to advertising monitors Thomson Intermedia.

This means that the total ad spend has fallen by 41 per cent to £26.5m between January 1 and April 30 from £44.86m from the same period last year. Legal & General was the biggest press advertiser in April with a spend of £786,166.

But although total ad spend fell, Fidelity, which moved to second place from sixth, was one of several providers to spend more in April than last year.

Halifax was the fastest riser, leapfrogging compan-ies such as Jupiter, which was last year&#39s biggest newspaper advertiser, to come fifth with a spend of £405,322.

Market entrant New Star made a substantial showing in third place with £518,499.

Others continued to slash their budgets. Scottish Widows spent just £258,729, less than half the £628,487 it spent in April 2001, while Royal & Sun Alliance cut its spend to only £133,296 from £359,613.

Fidelity marketing director David Cowdell says: “While the Isa season got off to a slow start we saw an increase in momentum from March. The increase in our ad spend is part of the effort to continue that trend.”

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