APAC sees big swing towards fund promotion in Q1

Data by Fundamental Monitor shows the highest proportion of advertising dedicated to fund promotion since our analysis began

Key points:

Fund promotion accounted for 58% of all advertising in the Asia Pacific region during Q1 2022
The proportion of advertising dedicated to each of the major asset classes and strategies, including ESG/SRI, has fallen substantially since Q4 2021, except for multi asset
The number of asset managers advertising the main asset classes and strategies has dropped slightly since Q4 2021, but is still a lot higher than during the first half of 2021

Fund promotion accounted for 58% of all advertising in the Asia Pacific region during Q1 2022, data by Fundamental Monitor shows.

The first quarter of 2022 saw a big swing towards fund promotion in APAC: 58% of all advertising was dedicated to this, compared to 35% in Q4 2021. This is higher than any quarter since Fundamental Monitor started this kind of analysis.

Q1 2022 APAC ad purpose_original

Meanwhile, the proportion of brand campaigns continued to drop and stood at only 24% in Q1. Insights campaigns increased to 36% of all advertising in Q4 2021, but has since dropped again to 17% in Q1.

Q1 2022 APAC key strategies-new_original

The proportion of advertising dedicated to each of the major asset classes and strategies, including ESG/SRI, has fallen substantially since Q4 2021, although multi asset saw a substantial growth due to a massive campaign promoting a multi-asset growth and income fund from JP Morgan Asset Management.

Q1 2022 APAC advertisers_original

The number of asset managers advertising the main asset classes and strategies has dropped slightly since Q4 2021, but is still a lot higher than during the first half of 2021. The number of advertisers promoting equities and fixed income dropped by 3 and 2, respectively, while the number of ESG advertisers dropped from 28 to 27. Only ETFs saw a small increase in the number of advertisers, while the number of asset managers advertising multi-asset remained stable.

Below are some examples of the campaigns that were in market in APAC during Q1 2021:

Nomura – Fund promotion

Q1 2022 APAC Nomura_original