ADT advertising spend, FY2025
ADT (ADT) reported $98M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.9% of revenue of $5.1B. Down 6.7% from FY2024.
Key facts
- Ad spend is 63% below its FY2020 level ($264M); revenue is 4% lower.
- The highest year on file is FY2020 at $264M; FY2025 is 63% below it.
- Largest increase +65.0% in FY2020; largest cut -37.9% in FY2022.
- Ad spend has fallen 5 years in a row.
- Ad spend is 1.9% of revenue, down from 5.0% in FY2020.
- ADT spends more on advertising than 25% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $98M | -6.7% | $5.1B | 1.9% | AdvertisingExpense | 10-K Mar 2, 2026 |
| FY2024 | Dec 31, 2024 | $105M | -19.8% | $4.9B | 2.1% | AdvertisingExpense | 10-K Mar 2, 2026 |
| FY2023 | Dec 31, 2023 | $131M | -10.3% | $4.7B | 2.8% | AdvertisingExpense | 10-K Mar 2, 2026 |
| FY2022 | Dec 31, 2022 | $146M | -37.9% | $4.4B | 3.3% | AdvertisingExpense | 10-K Feb 27, 2025 |
| FY2021 | Dec 31, 2021 | $235M | -11.0% | $4.2B | 5.6% | AdvertisingExpense | 10-K Feb 28, 2024 |
| FY2020 | Dec 31, 2020 | $264M | +65.0% | $5.3B | 5.0% | AdvertisingExpense | 10-K/A Jul 27, 2023 |
| FY2019 | Dec 31, 2019 | $160M | +11.9% | $5.1B | 3.1% | AdvertisingExpense | 10-K Mar 1, 2022 |
| FY2018 | Dec 31, 2018 | $143M | +6.7% | $4.6B | 3.1% | AdvertisingExpense | 10-K Feb 25, 2021 |
| FY2017 | Dec 31, 2017 | $134M | +27.6% | $4.3B | 3.1% | AdvertisingExpense | 10-K Mar 10, 2020 |
| FY2016 | Dec 31, 2016 | $105M | n/a | $2.9B | 3.6% | AdvertisingExpense | 10-K Mar 11, 2019 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to ADT in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 341 | Wise Group | $101M | 4.0% | +60.8% | FY2026 |
| 342 | Ethos Technologies | $100M | 25.8% | +57.8% | FY2025 |
| 343 | ADT | $98M | 1.9% | -6.7% | FY2025 |
| 344 | Advance Auto Parts | $98M | 1.1% | n/a | FY2026 |
| 345 | Laureate Education | $97.6M | 5.7% | +10.3% | FY2025 |
| 346 | LightInTheBox | $96.8M | 43.2% | -7.2% | FY2025 |
| 347 | Supernus Pharmaceuticals | $96.1M | 13.4% | +8.6% | FY2025 |
Questions
How much does ADT spend on advertising?
ADT spent $98M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 2, 2026.
What percentage of revenue does ADT spend on advertising?
1.9% of revenue in fiscal 2025 ($98M of $5.1B). The median across the 458 companies tracked is 4.6%.
Is ADT spending more on advertising?
No. Ad spend fell 6.7% in fiscal 2025 from fiscal 2024. It has fallen 5 years in a row.
How does ADT rank by advertising spend?
#343 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does ADT's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Mar 2, 2026
- Accession number
0001703056-26-000022- Company
- ADT Inc., CIK 1703056, SIC 7381 (Services-Detective, Guard & Armored Car Services)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- ADT advertising spend, FY2016-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 2, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/adt/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies