Franklin Resources spent the most money on advertising among its mutual fund industry peers during the first quarter. In the first three months of 2010, the San Mateo, California-based firm spent $3.7 million on ads, according to Nielsen. That's up from $509,957 it shelled out in the same period last year.

Rounding out the top five are T. Rowe Price with $2.97 million, Vanguard with $2.13 million, Fidelity with $2.05 million and Power Corp. of Canada (Putnam Investments' owner) with $2.03 million. 

Edited by: Armie Margaret Lee


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