Two thirds of North American advertising is fund promotion

The share of fund promotion stands at its highest figure since the start of 2020, according to data from Fundamental Monitor

Key points:

• Asset managers dedicated 66% of their advertising to fund promotion during Q4 2023, the highest percentage since the start of 2020.
• ETFs continue to be the most popular key strategy for North American advertisers, although the proportion of advertising focused on ETF promotion dropped to 17%.
• Despite the small percentage of advertising focused on ESG promotion, the number of advertisers actively promoting responsible investing has increased to 9.

Asset managers dedicated 66% of their advertising to fund promotion during Q4 2023, the highest percentage since the start of 2020, data from Fundamental Monitor reveals.

During Q3, this figure stood at 62%. Over the same period, insights promotion saw its share drop from 15% to 11%, while brand campaigns continued to account for 20% of total advertising volume. 

ETFs continue to be the most popular key strategy for North American advertisers, although the proportion of advertising focused on ETF promotion dropped from 25% in Q3 to 17% in Q4. The share of advertising dedicated to the promotion of equities and fixed income dropped as well, both now making up 6% of total advertising.

Despite the small percentage of advertising focused on ESG promotion, the number of advertisers actively promoting responsible investing has increased during Q4 to now stand at 9 advertisers.

There were more advertisers active in the promotion of all key strategies in Q4, with three more advertisers promoting equities and fixed income, which have now increased to 13 and 20 advertisers, respectively. The number of ETF advertisers grew slightly from 20 to 21 advertisers, while multi-asset was advertisers by two asset managers during the quarter.

Below are some examples of the type of campaigns that were in market in North America during Q4 2023:

Fund promotion – T. Rowe Price

ETFs – State Street Global Advisors

Equities – Franklin Templeton

Fixed income – Franklin Templeton