Equities dominate APAC advertising in Q4 2025

Equities advertising comprised 37% of all asset management advertising in APAC during Q4 2025, according to Fundamental Monitor

Key points:

• Asset managers dedicated 37% of their APAC advertising to the promotion of equities in Q4 2025; a sharp increase from 17% seen in Q3 2025.
• Insights accounts for 14% of all APAC advertising in Q4, up from 8% in Q3.
• The number of asset managers promoting fixed income increased from 19 in Q3 to 26 in Q4 2025.

Asset managers dedicated 37% of their APAC advertising to the promotion of equities during Q4 2025, up from 17% in Q3, according to data by Fundamental Monitor. Meanwhile, the promotion of fixed income only increased by 1% in Q4 (7%) and the promotion of ETFs dropped from 53% in Q3 to 51% in Q4 2025. The promotion of multi asset remained unchanged at 2%, with ESG promotion staying the same at 0%.

The promotion of thought leadership jumped from 8% in Q3 to 14% in Q4, whilst brand campaigns dropped from 16% to 15% in Q4 2025. Fund promotion dropped from 76% to 71% in Q4.

The number of asset managers promoting fixed income rose from 19 in Q3 to 26 in Q4, whilst the number of multi asset advertisers dropped from 7 to 4, respectively. Equities advertisers increased by 3 (24 in Q4), ETFs advertisers increased by 1 (21 in Q4) and ESG advertisers increased by 2 (4 in Q4).

Data by Alphix Solutions shows that whilst the promotion of equities advertising increased, ETF-related content on asset managers’ websites consumed by investors in APAC saw a dramatic rise across Q4, with ETF content accounting for 26.81% of all consumed content at the end of the quarter.

Below are some examples of the type of campaigns that were in market in APAC during Q4 2025:

Equities – Van Eck

ETFs – State Street Investment Management

Brand – HSBC Global Asset Management