Record number of fixed income advertisers in APAC

Nonetheless, asset managers spent less on fixed income advertisements than on promoting equities and ETFs

Key points:

• A record number of 18 asset managers were promoting fixed income during Q4 2022
• Nonetheless, only 11% of all advertising was dedicated to promoting this asset class, only up slightly from 8% in Q3 and less than the record 13% seen in Q2
• Brand campaigns have fallen back as a percentage of total advertising in favour of product promotion

During Q4 2022 the APAC region saw the highest number of asset managers promoting fixed income since the start of 2020, according to data from Fundamental Monitor.

A total of 18 advertisers were promoting fixed income during the last quarter of 2022, although only 11% of all advertising was dedicated to promoting this asset class, only up slightly from 8% in Q3 and less than the record 13% seen in Q2.

The number of asset managers advertising equities fell from 17 in Q3 to 11 in Q4. However, the percentage of all advertising dedicated to promoting this asset class increased from 10% in Q3 to 14% in Q4. The number of ETF advertisers remained stable at 14, but ETF advertising made up 14% of all advertising in Q4, compared to 11% in Q3.

ESG advertising also increased from 9% in Q3 to 12% in Q4, although the number of ESG advertisers in market dropped from 26 to 25.

Brand campaigns have fallen back as a percentage of total advertising in favour of product promotion. While brand campaigns dropped from 44% in Q3 to 35% in Q4, fund promotion increased 41% to 46% over the same period. The promotion of insights also saw an increase from 14% to 18%.

Below are some examples of the type of campaigns that were in market in Asia Pacific during Q4 of 2022:

Brand campaign – State Street Global Advisors

Fund promotion – Alliance Bernstein

Fixed income – State Street Global Advisors

Equities – Manulife Investment Management

ETFs – UOB Asset Management