Which companies spend the most on advertising — every SEC-reported figure, 2025
Public companies have to disclose what they spend on advertising. This index collects every advertising, marketing-and-advertising and selling-and-marketing expense figure filed in machine-readable XBRL for calendar years 2023, 2024 and 2025 — 3,789 rows across 2,963 filers — and joins each one to ticker, SIC industry, HQ state, fiscal year end, CY2025 revenue, ad spend as a percentage of revenue, and a link to the exact 10-K / 20-F / 10-Q it came from. Filed under oath, not estimated.
Filers with a reported figure: CY2023: 2,801 · CY2024: 2,659 · CY2025: 2,422
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Who buys this
- Ad-sales and media teams building target lists of the biggest advertisers in a vertical.
- Agencies and consultancies benchmarking a client's ad-to-revenue ratio against named peers.
- Equity and credit analysts tracking marketing-spend cuts or surges year over year.
- Journalists and researchers who need a citable, filing-linked number instead of a Statista estimate.
Free preview: top 50 by CY2025 advertising expense
| # | Company | Ticker | Industry (SIC) | Tag | CY2023 $ | CY2024 $ | CY2025 $ | YoY 2025 | % of revenue | Filing |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Alibaba Group Holding Limited | BABA | Services-Business Services, NEC (7389) | SellingAndMarketingExpense | 15,947,000,000 | 19,847,000,000 | 35,521,000,000 | 79.0% | 23.94% | 20-F |
| 2 | Alphabet Inc. | GOOGL | Services-Computer Programming, Data Processing, Etc. (7370) | SellingAndMarketingExpense | 27,917,000,000 | 27,808,000,000 | 28,693,000,000 | 3.2% | 7.12% | 10-K |
| 3 | MICROSOFT CORPORATION | MSFT | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 22,759,000,000 | 24,456,000,000 | 25,654,000,000 | 4.9% | 9.11% | 10-K |
| 4 | AMAZON.COM, INC. | AMZN | Retail-Catalog & Mail-Order Houses (5961) | AdvertisingExpense | 20,300,000,000 | 21,400,000,000 | 23,500,000,000 | 9.8% | 3.28% | 10-K |
| 5 | Apple Inc. | AAPL | Electronic Computers (3571) | SellingAndMarketingExpense | 18,260,000,000 | 18,639,000,000 | 19,524,000,000 | 4.7% | 4.69% | 10-K |
| 6 | PDD Holdings Inc. | PDD | Services-Business Services, NEC (7389) | SellingAndMarketingExpense | 11,576,060,000 | 15,248,111,000 | 17,915,936,000 | 17.5% | 29.01% | 20-F |
| 7 | Salesforce, Inc. | CRM | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 12,877,000,000 | 13,257,000,000 | 14,345,000,000 | 8.2% | 34.55% | 10-K |
| 8 | Meta Platforms, Inc. | META | Services-Computer Programming, Data Processing, Etc. (7370) | SellingAndMarketingExpense | 12,301,000,000 | 11,347,000,000 | 11,991,000,000 | 5.7% | 5.97% | 10-K |
| 9 | CISCO SYSTEMS, INC. | CSCO | Computer Communications Equipment (3576) | SellingAndMarketingExpense | 9,880,000,000 | 10,364,000,000 | 10,966,000,000 | 5.8% | 19.36% | 10-K |
| 10 | PDD Holdings Inc. | PDD | Services-Business Services, NEC (7389) | AdvertisingExpense | 10,764,773,000 | 9,380,959,000 | 10,714,234,000 | 14.2% | 17.35% | 20-F |
| 11 | Alphabet Inc. | GOOGL | Services-Computer Programming, Data Processing, Etc. (7370) | MarketingAndAdvertisingExpense | 8,700,000,000 | 8,700,000,000 | 9,900,000,000 | 13.8% | 2.46% | 10-K |
| 12 | PROCTER & GAMBLE CO | PG | Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840) | AdvertisingExpense | 8,000,000,000 | 9,600,000,000 | 9,200,000,000 | -4.2% | 10.92% | 10-K |
| 13 | COMCAST CORPORATION | CMCSA | Cable & Other Pay Television Services (4841) | MarketingAndAdvertisingExpense | 7,971,000,000 | 8,073,000,000 | 8,862,000,000 | 9.8% | 7.16% | 10-K |
| 14 | Oracle Corporation | ORCL | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 8,274,000,000 | 8,651,000,000 | 8,331,000,000 | -3.7% | 12.37% | 10-K |
| 15 | EXPEDIA GROUP, INC. | EXPE | Transportation Services (4700) | SellingAndMarketingExpense | 6,107,000,000 | 6,846,000,000 | 7,349,000,000 | 7.3% | 49.88% | 10-K |
| 16 | Accenture plc | ACN | Services-Business Services, NEC (7389) | SellingAndMarketingExpense | 6,582,629,000 | 6,846,714,000 | 7,043,445,000 | 2.9% | 10.11% | 10-K |
| 17 | MetLife, Inc. | MET | Life Insurance (6311) | SellingAndMarketingExpense | 5,819,000,000 | 6,018,000,000 | 6,791,000,000 | 12.8% | 8.81% | 10-K |
| 18 | WALT DISNEY CO/ | DIS | Services-Miscellaneous Amusement & Recreation (7990) | AdvertisingExpense | 6,400,000,000 | 6,100,000,000 | 6,500,000,000 | 6.6% | 6.88% | 10-K |
| 19 | ADOBE INC. | ADBE | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 5,351,000,000 | 5,764,000,000 | 6,488,000,000 | 12.6% | 27.3% | 10-K |
| 20 | JPMorgan Chase & Co | JPM | National Commercial Banks (6021) | MarketingAndAdvertisingExpense | 4,591,000,000 | 4,974,000,000 | 5,531,000,000 | 11.2% | 3.03% | 10-K |
| 21 | PepsiCo, Inc. | PEP | Beverages (2080) | MarketingAndAdvertisingExpense | 5,700,000,000 | 5,900,000,000 | 5,400,000,000 | -8.5% | 5.75% | 10-K |
| 22 | COCA COLA CO | KO | Beverages (2080) | AdvertisingExpense | 5,000,000,000 | 5,100,000,000 | 5,400,000,000 | 5.9% | 11.26% | 10-K |
| 23 | Walmart Inc. | WMT | Retail-Variety Stores (5331) | AdvertisingExpense | 4,400,000,000 | 5,100,000,000 | 5,400,000,000 | 5.9% | 0.76% | 10-K |
| 24 | PROGRESSIVE CORP/OH/ | PGR | Fire, Marine & Casualty Insurance (6331) | AdvertisingExpense | 1,600,000,000 | 4,003,000,000 | 5,133,000,000 | 28.2% | 5.85% | 10-K |
| 25 | INTUIT INC. | INTU | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 3,762,000,000 | 4,312,000,000 | 5,035,000,000 | 16.8% | 26.74% | 10-K |
| 26 | UBER TECHNOLOGIES, INC. | UBER | Services-Business Services, NEC (7389) | SellingAndMarketingExpense | 4,356,000,000 | 4,337,000,000 | 4,898,000,000 | 12.9% | 9.42% | 10-K |
| 27 | NIKE, Inc. | NKE | Rubber & Plastics Footwear (3021) | MarketingAndAdvertisingExpense | 4,285,000,000 | 4,689,000,000 | 4,754,000,000 | 1.4% | 10.25% | 10-K |
| 28 | Sea Limited | SE | Services-Miscellaneous Business Services (7380) | SellingAndMarketingExpense | 2,779,223,000 | 3,472,686,000 | 4,492,203,000 | 29.4% | 19.58% | 20-F |
| 29 | SERVICENOW, INC. | NOW | Services-Prepackaged Software (7372) | SellingAndMarketingExpense | 3,301,000,000 | 3,854,000,000 | 4,388,000,000 | 13.9% | 33.05% | 10-K |
| 30 | EXPEDIA GROUP, INC. | EXPE | Transportation Services (4700) | AdvertisingExpense | 3,800,000,000 | 4,000,000,000 | 3,900,000,000 | -2.5% | 26.47% | 10-K |
| 31 | Verizon Communications Inc. | VZ | Telephone Communications (No Radiotelephone) (4813) | AdvertisingExpense | 3,847,000,000 | 3,976,000,000 | 3,832,000,000 | -3.6% | 2.77% | 10-K |
| 32 | CCO Holdings, LLC | Cable & Other Pay Television Services (4841) | SellingAndMarketingExpense | 3,469,000,000 | 3,590,000,000 | 3,782,000,000 | 5.3% | 6.9% | 10-K | |
| 33 | Charter Communications, Inc. | CHTR | Cable & Other Pay Television Services (4841) | SellingAndMarketingExpense | 3,469,000,000 | 3,590,000,000 | 3,782,000,000 | 5.3% | 6.9% | 10-K |
| 34 | T-MOBILE US, INC. | TMUS | Radiotelephone Communications (4812) | AdvertisingExpense | 2,500,000,000 | 3,100,000,000 | 3,700,000,000 | 19.4% | 4.19% | 10-K |
| 35 | Flutter Entertainment plc | FLUT | Services-Computer Programming, Data Processing, Etc. (7370) | SellingAndMarketingExpense | 3,776,000,000 | 3,205,000,000 | 3,678,000,000 | 14.8% | 10-K | |
| 36 | EVEREST GROUP, LTD. | EG | Fire, Marine & Casualty Insurance (6331) | SellingAndMarketingExpense | 2,952,000,000 | 3,300,000,000 | 3,461,000,000 | 4.9% | 19.78% | 10-K |
| 37 | PepsiCo, Inc. | PEP | Beverages (2080) | AdvertisingExpense | 3,800,000,000 | 3,900,000,000 | 3,400,000,000 | -12.8% | 3.62% | 10-K |
| 38 | Netflix, Inc. | NFLX | Services-Video Tape Rental (7841) | SellingAndMarketingExpense | 2,657,883,000 | 2,917,554,000 | 3,301,306,000 | 13.2% | 7.31% | 10-K |
| 39 | MercadoLibre, Inc. | MELI | Services-Business Services, NEC (7389) | SellingAndMarketingExpense | 1,736,000,000 | 2,191,000,000 | 3,219,000,000 | 46.9% | 11.14% | 10-K |
| 40 | AT&T INC. | T | Telephone Communications (No Radiotelephone) (4813) | AdvertisingExpense | 2,576,000,000 | 2,505,000,000 | 3,105,000,000 | 24.0% | 2.47% | 10-K |
| 41 | Palo Alto Networks, Inc | PANW | Computer Peripheral Equipment, NEC (3577) | SellingAndMarketingExpense | 2,544,000,000 | 2,794,000,000 | 3,100,000,000 | 11.0% | 33.62% | 10-K |
| 42 | ELI LILLY AND COMPANY | LLY | Pharmaceutical Preparations (2834) | AdvertisingExpense | 1,100,000,000 | 1,400,000,000 | 2,900,000,000 | 107.1% | 4.45% | 10-K |
| 43 | COLGATE-PALMOLIVE COMPANY | CL | Perfumes, Cosmetics & Other Toilet Preparations (2844) | AdvertisingExpense | 2,371,000,000 | 2,720,000,000 | 2,703,000,000 | -0.6% | 13.26% | 10-K |
| 44 | PFIZER INC | PFE | Pharmaceutical Preparations (2834) | AdvertisingExpense | 3,700,000,000 | 3,300,000,000 | 2,700,000,000 | -18.2% | 4.31% | 10-K |
| 45 | Ford Motor Co | F | Motor Vehicles & Passenger Car Bodies (3711) | AdvertisingExpense | 2,500,000,000 | 2,800,000,000 | 2,700,000,000 | -3.6% | 1.44% | 10-K |
| 46 | TEVA PHARMACEUTICAL INDUSTRIES LIMITED | TEVA | Pharmaceutical Preparations (2834) | SellingAndMarketingExpense | 2,336,000,000 | 2,541,000,000 | 2,686,000,000 | 5.7% | 15.56% | 10-K |
| 47 | WORKDAY, INC. | WDAY | Services-Computer Processing & Data Preparation (7374) | SellingAndMarketingExpense | 2,139,000,000 | 2,432,000,000 | 2,616,000,000 | 7.6% | 27.39% | 10-K |
| 48 | Airbnb, Inc. | ABNB | Services-To Dwellings & Other Buildings (7340) | SellingAndMarketingExpense | 1,763,000,000 | 2,148,000,000 | 2,588,000,000 | 20.5% | 21.14% | 10-K |
| 49 | Universe Pharmaceuticals INC | UPC | Pharmaceutical Preparations (2834) | AdvertisingExpense | 4,653,633,000 | 5,144,579,000 | 2,523,773,000 | -50.9% | 14.13% | 20-F |
| 50 | DELTA AIR LINES, INC. | DAL | Air Transportation, Scheduled (4512) | SellingAndMarketingExpense | 2,334,000,000 | 2,485,000,000 | 2,485,000,000 | 0.0% | 3.92% | 10-K |
Preview generated 2026-10-14T20:33:53Z. Source: SEC EDGAR XBRL frames API. Rasengan LLC is not affiliated with the SEC.