Advertisers in North America increase their brand push in Q3

Brand campaigns are once again on the rise in North America, whereas fund promotion drops by 7% compared to Q2, data by Fundamental Monitor finds

Key points:

• Brand campaigns made up 18% of all asset management advertising in North America.
• The promotion of ETFs decreased from 75% in Q2 to 68% in Q3.
• The number of equities advertisers dropped from 24 in Q2 to 17 in Q3.
  After half a year of brand campaigns making up less than 15% of all asset management advertising, advertisers in North America increased their brand push again in Q3 2025, according to data from Fundamental Monitor.

Meanwhile, fund promotion drops from 82% in Q2 to 75% in Q3, and insights drop from 6% to just 5%.

Equities accounted for 51% of all advertising in the region, compared to 19% in Q2. The total percentages exceed 100% because some advertisements are classified under both “Equities” and “ETFs.” In recent months, a growing number of advertisers have promoted equity-based ETFs, resulting in campaign URLs being tagged with both categories during analysis.

Fixed income saw a slight increase, up from 4% to 7% in Q3.

Despite equities taking up a larger share of overall asset management advertising in Q3 compared to Q2, there was a slight decrease in the number of asset managers promoting this asset class (24 in Q2 compared to 17 in Q3). ETFs and multi asset rose by only one active advertiser for Q3 (44 and 2, respectively), and ESG remained stable at 2 advertisers.

Despite the high percentage of equities advertising in North America, data from Alphix Solutions shows that content consumption for this asset class remained relatively low and stable across the quarter. Content consumption for ETFs was up at the start of the quarter before dropping towards the end of July. This pattern is also seen in August and September before plateauing at the end of the quarter.

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

ETFs - Invesco

Equities – State Street Investment Management

Fund promotion – WisdomTree