Equities advertising in Europe loses momentum in Q3 2025

The promotion of equities in Europe is the lowest percentage since Q4 2022, standing at only 1%, data by Fundamental Monitor shows

Key points:

• The promotion of equities in Europe is the lowest percentage since Q4 2022, standing at only 1%.
• Further highlighting the decrease in equities advertising, only 2 advertisers promoted this asset class.
• Brand campaigns accounted for 54% of all European advertising, up from 44% in Q2 2025.

The promotion of equities in Europe is at its lowest percentage since Q4 2022, standing at only 1% in Q3 2025, according to data by Fundamental Monitor.

Meanwhile, the promotion of multi asset has dropped from 4% in Q2 to 0% in Q3, and the promotion of fixed income has increased slightly from 10% to 13%.

The decrease in the promotion of equities in Europe is also reflected in the number of active advertisers for this asset class which has dropped drastically from 24 in Q2 to just 2 in Q3. All other asset classes have seen a decrease in the number of advertisers, except ETFs which saw an increase from 14 advertisers in Q2 to 16 in Q3.

When analysing ad purpose in the region, brand campaigns are up from 44% in Q2 to 54% in Q3, basically matching Q3 2024 (55%).

The promotion of insights rose from 28% in Q2 to 30% in Q3. This marks a significant increase from the start of 2025, when it stood at just 10%, the lowest level recorded since we began analysing this data in 2020.

Fund promotion accounted for 14% of all European advertising in Q3, down from 27% in Q2.

Data from Alphix Solutions shows that despite a drop in the promotion of ETFs, ETF-related content on asset managers’ websites consumed by investors in Europe stayed relatively stable, clearly showing there is still interest in this asset class.

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

ETFs - L&G Investment Management

Equities – Gresham House

Fund promotion – M&G Investments