Aflac advertising spend, FY2025

Aflac (AFL) reported $160M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.9% of revenue of $17.2B. Down 11.6% from FY2024.

Ad spend, FY2025
$160M
year ended Dec 31, 2025
Change vs prior year
-11.6%
vs FY2024
Share of revenue
0.9%
of $17.2B revenue
Rank by ad spend
#254
of 336 companies

Key facts

  • Ad spend is 24% below its FY2015 level ($211M); revenue is 18% lower.
  • The highest year on file is FY2011 at $258M; FY2025 is 38% below it.
  • Largest increase +24.5% in FY2021; largest cut -16.0% in FY2020.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 0.9% of revenue, up from 0.8% in FY2020.
  • Aflac spends more on advertising than 24% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2008 (ended 2008-12-31): $204M FY2009 (ended 2009-12-31): $213M FY2010 (ended 2010-12-31): $228M 2010 FY2011 (ended 2011-12-31): $258M FY2012 (ended 2012-12-31): $254M FY2013 (ended 2013-12-31): $240M 2013 FY2014 (ended 2014-12-31): $229M FY2015 (ended 2015-12-31): $211M FY2016 (ended 2016-12-31): $224M 2016 FY2017 (ended 2017-12-31): $210M FY2018 (ended 2018-12-31): $218M FY2019 (ended 2019-12-31): $219M 2019 FY2020 (ended 2020-12-31): $184M FY2021 (ended 2021-12-31): $229M FY2022 (ended 2022-12-31): $204M 2022 FY2023 (ended 2023-12-31): $188M FY2024 (ended 2024-12-31): $181M FY2025 (ended 2025-12-31): $160M 2025 $160M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2008 (ended 2008-12-31): 1.2% FY2009 (ended 2009-12-31): 1.2% FY2010 (ended 2010-12-31): 1.1% 2010 FY2011 (ended 2011-12-31): 1.2% FY2012 (ended 2012-12-31): 1.0% FY2013 (ended 2013-12-31): 1.0% 2013 FY2014 (ended 2014-12-31): 1.0% FY2015 (ended 2015-12-31): 1.0% FY2016 (ended 2016-12-31): 1.0% 2016 FY2017 (ended 2017-12-31): 1.0% FY2018 (ended 2018-12-31): 1.0% FY2019 (ended 2019-12-31): 1.0% 2019 FY2020 (ended 2020-12-31): 0.8% FY2021 (ended 2021-12-31): 1.1% FY2022 (ended 2022-12-31): 1.1% 2022 FY2023 (ended 2023-12-31): 1.0% FY2024 (ended 2024-12-31): 1.0% FY2025 (ended 2025-12-31): 0.9% 2025 0.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $160M -11.6% $17.2B 0.9% AdvertisingExpense 10-K Feb 25, 2026
FY2024 Dec 31, 2024 $181M -3.7% $18.9B 1.0% AdvertisingExpense 10-K Feb 25, 2026
FY2023 Dec 31, 2023 $188M -7.8% $18.7B 1.0% AdvertisingExpense 10-K Feb 25, 2026
FY2022 Dec 31, 2022 $204M -10.9% $19.1B 1.1% AdvertisingExpense 10-K Feb 26, 2025
FY2021 Dec 31, 2021 $229M +24.5% $21.6B 1.1% AdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $184M -16.0% $22.1B 0.8% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $219M +0.5% $22.3B 1.0% AdvertisingExpense 10-K Feb 23, 2022
FY2018 Dec 31, 2018 $218M +3.8% $21.8B 1.0% AdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $210M -6.3% $21.7B 1.0% AdvertisingExpense 10-K Feb 21, 2020
FY2016 Dec 31, 2016 $224M +6.2% $22.6B 1.0% AdvertisingExpense 10-K Feb 25, 2019
FY2015 Dec 31, 2015 $211M -7.9% $20.9B 1.0% AdvertisingExpense 10-K Feb 23, 2018
FY2014 Dec 31, 2014 $229M -4.6% $22.7B 1.0% AdvertisingExpense 10-K Feb 24, 2017
FY2013 Dec 31, 2013 $240M -5.5% $23.9B 1.0% AdvertisingExpense 10-K Feb 25, 2016
FY2012 Dec 31, 2012 $254M -1.6% $25.4B 1.0% AdvertisingExpense 10-K Feb 26, 2015
FY2011 Dec 31, 2011 $258M +13.2% $22.2B 1.2% AdvertisingExpense 10-K Feb 27, 2014
FY2010 Dec 31, 2010 $228M +7.0% $20.7B 1.1% AdvertisingExpense 10-K Feb 27, 2013
FY2009 Dec 31, 2009 $213M +4.4% $18.3B 1.2% AdvertisingExpense 10-K Feb 27, 2012
FY2008 Dec 31, 2008 $204M n/a $16.6B 1.2% AdvertisingExpense 10-K Feb 25, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Aflac in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
251 Brinker International $164M 2.8% +11.6% FY2026
252 Mohawk Industries $164M 1.5% +13.8% FY2025
253 Frontdoor $162M 7.7% -4.7% FY2025
254 Aflac $160M 0.9% -11.6% FY2025
255 New Oriental Education & Technology Group $160M 2.8% +28.9% FY2026
256 Freshpet $158M 14.3% +23.6% FY2025
257 Petco Health & Wellness $158M 2.6% +1.1% FY2026

Full ranking of 336 companies · Biggest cuts #25 · Lowest ad-to-revenue #28

Questions

How much does Aflac spend on advertising?

Aflac spent $160M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 25, 2026.

What percentage of revenue does Aflac spend on advertising?

0.9% of revenue in fiscal 2025 ($160M of $17.2B). The median across the 336 companies tracked is 5.2%.

Is Aflac spending more on advertising?

No. Ad spend fell 11.6% in fiscal 2025 from fiscal 2024. It has fallen 4 years in a row.

How does Aflac rank by advertising spend?

#254 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Aflac's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 25, 2026
Accession number
0001628280-26-011402
Company
AFLAC INC, CIK 4977, SIC 6321 (Accident & Health Insurance)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Aflac advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/aflac/advertising-spend/
Download
CSV, all years · CSV, all 336 companies