Alaska Air Group advertising spend, FY2025

Alaska Air Group (ALK) reported $101M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.7% of revenue of $14.2B. Up 4.1% from FY2024.

Ad spend, FY2025
$101M
year ended Dec 31, 2025
Change vs prior year
+4.1%
vs FY2024
Share of revenue
0.7%
of $14.2B revenue
Rank by ad spend
#335
of 336 companies

Key facts

  • Ad spend is 1.8x its FY2015 level ($55M), slower than revenue (2.5x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +75.0% in FY2014; largest cut -43.1% in FY2020.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 0.7% of revenue, down from 1.1% in FY2020.
  • Alaska Air Group spends more on advertising than 0% 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 $50M $100M $150M FY2009 (ended 2009-12-31): $16.8M FY2010 (ended 2010-12-31): $16M 2010 FY2011 (ended 2011-12-31): $24M FY2012 (ended 2012-12-31): $26M FY2013 (ended 2013-12-31): $28M 2013 FY2014 (ended 2014-12-31): $49M FY2015 (ended 2015-12-31): $55M FY2016 (ended 2016-12-31): $61M 2016 FY2017 (ended 2017-12-31): $91M FY2018 (ended 2018-12-31): $79M FY2019 (ended 2019-12-31): $72M 2019 FY2020 (ended 2020-12-31): $41M FY2021 (ended 2021-12-31): $63M FY2022 (ended 2022-12-31): $85M 2022 FY2023 (ended 2023-12-31): $78M FY2024 (ended 2024-12-31): $97M FY2025 (ended 2025-12-31): $101M 2025 $101M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2009 (ended 2009-12-31): 0.5% FY2010 (ended 2010-12-31): 0.4% 2010 FY2011 (ended 2011-12-31): 0.6% FY2012 (ended 2012-12-31): 0.6% FY2013 (ended 2013-12-31): 0.5% 2013 FY2014 (ended 2014-12-31): 0.9% FY2015 (ended 2015-12-31): 1.0% FY2016 (ended 2016-12-31): 1.0% 2016 FY2017 (ended 2017-12-31): 1.1% FY2018 (ended 2018-12-31): 1.0% FY2019 (ended 2019-12-31): 0.8% 2019 FY2020 (ended 2020-12-31): 1.1% FY2021 (ended 2021-12-31): 1.0% FY2022 (ended 2022-12-31): 0.9% 2022 FY2023 (ended 2023-12-31): 0.7% FY2024 (ended 2024-12-31): 0.8% FY2025 (ended 2025-12-31): 0.7% 2025 0.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $101M +4.1% $14.2B 0.7% AdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $97M +24.4% $11.7B 0.8% AdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $78M -8.2% $10.4B 0.7% AdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $85M +34.9% $9.6B 0.9% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $63M +53.7% $6.2B 1.0% AdvertisingExpense 10-K Feb 14, 2024
FY2020 Dec 31, 2020 $41M -43.1% $3.6B 1.1% AdvertisingExpense 10-K Feb 13, 2023
FY2019 Dec 31, 2019 $72M -8.9% $8.8B 0.8% AdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $79M -13.2% $8.3B 1.0% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $91M +49.2% $7.9B 1.1% AdvertisingExpense 10-K Feb 12, 2020
FY2016 Dec 31, 2016 $61M +10.9% $5.9B 1.0% AdvertisingExpense 10-K Feb 15, 2019
FY2015 Dec 31, 2015 $55M +12.2% $5.6B 1.0% AdvertisingExpense 10-K Feb 15, 2018
FY2014 Dec 31, 2014 $49M +75.0% $5.4B 0.9% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $28M +7.7% $5.2B 0.5% AdvertisingExpense 10-K Feb 11, 2016
FY2012 Dec 31, 2012 $26M +8.3% $4.7B 0.6% AdvertisingExpense 10-K Feb 11, 2015
FY2011 Dec 31, 2011 $24M +50.0% $4.3B 0.6% AdvertisingExpense 10-K Feb 13, 2014
FY2010 Dec 31, 2010 $16M -4.8% $3.8B 0.4% AdvertisingExpense 10-K Feb 14, 2013
FY2009 Dec 31, 2009 $16.8M n/a $3.4B 0.5% AdvertisingExpense 10-K Feb 21, 2012

What the figure is

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

Compared with similar spenders

The 6 companies closest to Alaska Air Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
329 Reddit $102M 4.6% n/a FY2025
330 Interactive Brokers Group $102M 1.6% +52.2% FY2025
331 Churchill Downs $102M 3.5% +12.3% FY2025
332 AutoZone $101M 0.5% -7.6% FY2026
333 Sonic Automotive $101M 0.7% +19.8% FY2025
334 A. O. Smith $101M 2.6% +0.8% FY2025
335 Alaska Air Group $101M 0.7% +4.1% FY2025

Full ranking of 336 companies · Biggest increases #191 · Lowest ad-to-revenue #22 · New $100M spenders #24

Questions

How much does Alaska Air Group spend on advertising?

Alaska Air Group spent $101M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Alaska Air Group spend on advertising?

0.7% of revenue in fiscal 2025 ($101M of $14.2B). The median across the 336 companies tracked is 5.2%.

Is Alaska Air Group spending more on advertising?

Yes. Ad spend rose 4.1% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Alaska Air Group rank by advertising spend?

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

What does Alaska Air Group's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 12, 2026
Accession number
0000766421-26-000010
Company
ALASKA AIR GROUP, INC., CIK 766421, SIC 4512 (Air Transportation, Scheduled)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Alaska Air Group advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/alaska-air-group/advertising-spend/
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