Fund promotion reaches record share of APAC advertising in Q2 2026

Fund promotion reached its highest share of asset management advertising in APAC across five quarters in Q2 2026, according to Fundamental Monitor data, which tracks the purpose behind asset managers' advertising in the region.

Fund promotion accounted for 79% of APAC advertising in Q2 2026, up from 66% a year ago and above the earlier five-quarter record of 76% seen in Q3 2025, as shown in the chart below.

The promotion of thought leadership insights moved in the opposite direction, falling from 24% to 6% quarter on quarter and reaching its lowest share in the period. Our other advertising purpose category, brand campaigns, dropped from 21% in Q2 2025 to 15% in Q2 2026, level with the previous quarter.

ETFs are the most advertised strategy in APAC

Fundamental Monitor also tracks the main strategies that asset managers choose to promote, with ETFs leading the way in the region.

Asset managers dedicated 32% of their APAC advertising to the promotion of ETFs in Q2 2026. This figure is up from 28% a year prior in Q2 2025 and level with Q1 2026, keeping ETFs the single largest strategy for advertising.

Equities promotion fell to 15% in Q2 2026, down from 17% in Q2 2025 and from 20% in Q1 2026. This is its lowest share as a strategy across the five quarters we measured.

Fixed income advertising stood at 11% in the second quarter of 2026, down slightly from 12% in the second quarter of 2025 and from 13% in the first quarter of 2026.

Multi-asset promotion, which had sat close to 0% in Q1 2026, rose to 5% in Q2 2026. This is up from 2% in Q2 2025 and its highest share across the five quarters. ESG and SRI promotion picked up in a similar way, reaching 4% in Q2 2026 from 2% a year prior and close to 0% in the previous quarter.

Number of advertisers rises across strategies

Alongside advertising share, Fundamental Monitor measures the number of asset managers promoting each strategy.

The number of asset managers promoting fixed income stood at 28 in Q2 2026, up from 22 in both Q1 2026 and Q2 2025, and the highest count across the five quarters. ETF advertisers rose from 18 in Q1 2026 to 24 in Q2 2026, recovering from the lowest count in the period. Equities advertisers also grew, from 22 in Q1 2026 to 26 in Q2 2026, while the number promoting multi-asset doubled from 4 to 8. ESG advertisers remained at 3 for both quarters of 2026.

ETF content leads investor engagement

Beyond advertising insights from Fundamental Monitor, APAC data from marketing intelligence platform Alphix Solutions reveals the latest investor content consumption trends on asset managers’ own websites.

Across Q2 2026, ETF-related content remained the dominant category consumed by investors, climbing steadily through April and holding its lead for the rest of the quarter.

Equities content was the clear second, rising to a peak in late May before easing back towards the end of the quarter. Fixed Income signals stayed subdued for most of the period but firmed up in the closing weeks. Multi-asset and ‘Investment Strategy – ESG’ signals both remained marginal throughout, showing little of the momentum seen in their advertising.

Returning to advertising campaigns, below are some examples that were in market in APAC during Q2 2026:

Brand - VanEcK:

Thought leadership insights - HSBC Asset Management:

Fund promotion - J.P.Morgan Asset Management:

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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.