Fixed income advertising rises significantly in Europe

Asset managers favour the promotion of fixed income over equities advertising, data by Fundamental Monitor shows

Key points:

Asset managers dedicated 19% of their advertising to the promotion of fixed income during Q4, while the promotion of equities dropped to 10%.
The number of fixed income advertisers stood at 25, while the number of asset managers actively promoting equities dropped to 14.
Asset managers dedicated over a third of their advertising to the promotion of insights during Q4, up from 22% in Q3, but brand campaigns still make up the majority of all asset management advertising in Europe.

Fixed income advertising is now significantly outstripping the promotion of equities in Europe, both in terms of share of advertising and the number of advertisings, according to data from Fundamental Monitor.

Asset managers dedicated 19% of their advertising to the promotion of fixed income during Q4, up from 10% in Q3, while the promotion of equities dropped slightly from 12% to 10% during that time. Multi-asset saw a high share of advertising in Q3, at 10%, but has since dropped back to the low single digits.

Q4 2023 Europe key strategies_original

The number of fixed income advertisers increased by 7 to a total of 25 in Q4, while the number of asset managers actively promoting equities dropped from 16 to 14. The number of ESG advertisers grew to 31, the highest figure seen since the start of 2023. Despite the drop in share of advertising, multi-asset has increased in terms of number of advertisers: from 8 to 12 active advertisers.

Q4 2023 Europe advertisers_original

Asset managers dedicated over a third (36%) of their advertising to the promotion of insights during Q4, up from 22% in Q3. Brand campaigns and fund promotion both saw a decrease, although at 46%, brand still makes up the majority of all asset management advertising in Europe.

Q4 2023 Europe ad purpose_original