ETFs and insights lead APAC advertising shift in Q1 2026

ETF promotion accounted for 32% of all asset management advertising in APAC during Q1 2026, according to Fundamental Monitor

Asset managers dedicated 32% of their APAC advertising to the promotion of ETFs in Q1 2026. This figure is up from 21% a year prior in Q1 2025 and down from 51% in Q4 2025.

Equities promotion rose to 20% in Q1 2026, compared to 17% in Q1 2025, though it remains well below the 37% share seen in Q4 2025.

Fixed income advertising stood at 13% in the first quarter of 2026, down from 22% in the first quarter of 2025, but certainly an increase from the 7% seen in the last quarter of 2025.

Multi asset promotion, which accounted for 5% of advertising in Q1 2025, fell close to 0% in Q1 2026.

The promotion of thought leadership insights grew meaningfully, rising from 21% in Q1 2025 to 24% in Q1 2026 - its highest share across the five quarters measured. Brand campaigns, by contrast, fell from 21% to 15% over the same period. Fund promotion remained broadly stable year-on-year, edging from 57% in Q1 2025 to 59% in Q1 2026, having peaked at 76% in Q3 2025.

The number of asset managers promoting fixed income stood at 22 in Q1 2026, down from 26 in Q4 2025 but equal to the number seen in market during Q1 2025. ETF advertisers fell from 21 in Q4 2025 to 18 in Q1 2026, the lowest count across the five quarters. Equities advertisers also contracted, from 24 in Q4 2025 to 22 in Q1 2026.

Data by Alphix Solutions shows that across Q1 2026, ETF-related content remained the dominant category consumed by investors, despite an initial sharp decline from late December highs. Fixed Income and Multi-Asset signals saw notable peaks in early January before both suffered a dramatic simultaneous collapse around mid-February. By the end of the quarter, ETF content maintained its lead, whilst Fixed Income, Multi-Asset, and Equities signals converged at notably subdued levels, and Investment Strategy – ESG remained consistently marginal throughout the period.

Below are some examples of the type of campaigns that were in market in APAC during Q1 2026:

Brand - PineBridge Investments:

Thought leadership insights - Fidelity:

Fund promotion - Franklin Templeton:

About Fundamental Monitor:

Fundamental Monitor is our proprietary digital advertising intelligence tool that tracks the ad campaigns of over 1,000 asset managers and educational institutions across 23 markets globally, giving marketers the competitor insights they need to sharpen their strategy.