APAC advertisers dedicate record share to ETF promotion

ETF advertising accounted for 28% of all asset management advertising during Q2 2025, data by Fundamental Monitor shows

Key points:

• Asset managers dedicated 28% of their APAC advertising to the promotion of ETFs in Q2 2025, the highest figure seen since Q3 and Q4 2024.
• Despite the higher portion of advertising dedicated to the promotion of ETFs, the number of asset managers promoting the asset class remained stable at 22 advertisers.
• Fund promotion now accounts for two-thirds of all APAC advertising, up from 57% in Q1 2025.

During Q2 2025, asset managers dedicated 28% of their APAC advertising to the promotion of ETFs, the highest figure seen since Q3 and Q4 2024, when ETFs accounted for 26% of all advertising, data by Fundamental Monitor revealed.

Fixed income’s share dropped from 22% in Q1 2025 to 12% in Q2, while 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 remained stable at 22 advertisers. The number of equities advertisers stood at 25, unchanged from Q1 2025, while there were 22 fixed income advertisers, down from 25 in Q1.

Fund promotion now accounts for two-thirds of all APAC advertising, up from 57% in Q1 2025. Brand campaigns’ share remained unchanged at 21%, while the promotion of thought leadership dropped from 21% to 11%.

Despite asset managers’ increased focus on ETF promotion, data by Alphix Solutions shows that investors in the APAC region consumed less ETF content on asset managers’ websites during Q2 than in Q4 2024 and Q1 2025. While during Q2, ETF content accounted for between 10% and 15% of all consumed content, depending on the week, between mid-December and mid-February this percentage stood at more than 15%, with a high of 25% in the last week of December.

However, equities content saw a significant spike in consumption during Q2. It slowly climbed from around 6% of total content consumption in July 2024, but continued to be below 10% until mid-April, when it started to sharply rise to 20% at the end of April, to then drop again to between 10% and 13% for the rest of the quarter.

Below are some examples of the type of campaigns that were in market in APAC during Q2 2025:

ETFs – Betashares

Equities – J.P. Morgan Asset Management

Fund promotion – Allianz Global Investors