APAC advertisers continue to focus heavily on ETFs

ETF advertising accounted for 53% of all asset management advertising in APAC during Q3 2025, data by Fundamental Monitor shows

Key points:

• Asset managers dedicated 53% of their APAC advertising to the promotion of ETFs in Q3 2025; a dramatic increase from 28% seen in Q2 2025.
• Despite the higher portion of advertising dedicated to the promotion of ETFs, the number of asset managers promoting ETFs dropped from 22 in Q2 to 20 in Q3.
• Fund promotion accounts for 76% of all APAC advertising, up from 66% in Q2 2025.

Asset managers dedicated 53% of their APAC advertising to the promotion of ETFs during Q3 2025, according to data by Fundamental Monitor.

Meanwhile, fixed income’s share dropped by half from 12% in Q2 2025 to 6% in Q3, and the promotion of equities remained stable at 17% of overall advertising.

Despite the higher portion of advertising dedicated to the promotion of ETFs, the number of asset managers promoting the asset class dropped slightly from 22 in Q2, to 20 in Q3. The number of equities advertisers stood at 21, while there were 19 fixed income advertisers, down from 22 in Q2.

Fund promotion accounted for 76% of all APAC advertising, up from 66% in Q2 2025. Brand campaigns’ share dropped from 21% to 16%, while the promotion of thought leadership dropped from 11% to 8%.

Despite asset managers’ heightened focus on ETF promotion, data from Alphix Solutions indicates that the ETF-related content on asset managers’ websites consumed by investors in the APAC region declined steadily throughout Q3 2025 before rebounding toward the end of the quarter.

Consumption of fixed income-related content seemingly plateaued across the quarter but did drop slightly towards the end of the quarter.

Below are some examples of the type of campaigns that were in market in APAC during Q3 2025:

ETFs - Van Eck

Equities - Fidelity

Fund promotion - AllianzGI