Record number of ETF and ESG advertisers in North America

Nonetheless, there was little movement in the type of advertisement and the promotion of key strategies compared to the previous quarter, data by Fundamental Monitor shows

Key points:

• The number of ETF and ESG advertisers were the highest seen in North America since the start of 2020
• Despite the increase in the number of fixed income advertisers, the percentage of all advertising dedicated to promoting this asset class dropped to 4%
• Fund promotion made up almost half of all asset managers advertising in North America during the quarter

The number of advertisers promoting ETFs (28) and ESG (22) in North America during Q3 were the highest seen since the start of 2020, according to data from Fundamental Monitor.

Fixed income also saw a rise in the number of advertisers to 18, while the number of asset managers promoting equities dropped to 9.

Despite the increase in the number of fixed income advertisers, the percentage of all advertising dedicated to promoting this asset class dropped from 7% in Q2 to 4% in Q3. Overall, there was little movement in what percentage of advertising asset managers allocated to the promotion of specific asset classes. Equities continue to be advertised more than fixed income, while 33% of all North American advertising was focused on ETFs, similar to Q2 but down significantly from earlier in the year and the second half of 2021.

Fund promotion made up almost half of all asset managers advertising in North America during the quarter. There was a noticeable drop in the promotion of insights, down to 22% in Q3 compared to 32% in Q2. Meanwhile, the proportion of brand campaigns remained relatively stable.

Below are some examples of the type of campaigns that were in market in North America during Q3 2022:

Merrill Lynch - brand campaign

Invesco – fund promotion

Global X Funds – ETF

Alliance Bernstein – fixed income