Asset managers favour the promotion of fixed income over equities advertising, data by Fundamental Monitor shows
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.
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.
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.
Below are some examples of the type of campaigns that were in market in Europe during Q4 2023:
Fixed income – Capital Group
Insights promotion – BNP Paribas Asset Management
Brand campaign – Invesco