American Airlines Group advertising spend, FY2025

American Airlines Group (AAL) reported $200M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.4% of revenue of $54.6B. Up 39.9% from FY2024.

Ad spend, FY2025
$200M
year ended Dec 31, 2025
Change vs prior year
+39.9%
vs FY2024
Share of revenue
0.4%
of $54.6B revenue
Rank by ad spend
#226
of 336 companies

Key facts

  • Ad spend is 1.8x its FY2015 level ($110M), faster than revenue (1.3x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +84.2% in FY2021; largest cut -60.4% in FY2020.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 0.4% of revenue, about the same as 0.3% in FY2020.
  • American Airlines Group spends more on advertising than 33% 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 $200M FY2009 (ended 2009-12-31): $153M FY2010 (ended 2010-12-31): $165M 2010 FY2011 (ended 2011-12-31): $186M FY2012 (ended 2012-12-31): $153M FY2013 (ended 2013-12-31): $166M 2013 FY2014 (ended 2014-12-31): $92M FY2015 (ended 2015-12-31): $110M FY2016 (ended 2016-12-31): $116M 2016 FY2017 (ended 2017-12-31): $135M FY2018 (ended 2018-12-31): $128M FY2019 (ended 2019-12-31): $144M 2019 FY2020 (ended 2020-12-31): $57M FY2021 (ended 2021-12-31): $105M FY2022 (ended 2022-12-31): $105M 2022 FY2023 (ended 2023-12-31): $114M FY2024 (ended 2024-12-31): $143M FY2025 (ended 2025-12-31): $200M 2025 $200M

Ad spend as % of revenue

0.0% 0.2% 0.4% 0.6% 0.8% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): 0.6% 2013 FY2014 (ended 2014-12-31): 0.2% FY2015 (ended 2015-12-31): 0.3% FY2016 (ended 2016-12-31): 0.3% 2016 FY2017 (ended 2017-12-31): 0.3% FY2018 (ended 2018-12-31): 0.3% FY2019 (ended 2019-12-31): 0.3% 2019 FY2020 (ended 2020-12-31): 0.3% FY2021 (ended 2021-12-31): 0.4% FY2022 (ended 2022-12-31): 0.2% 2022 FY2023 (ended 2023-12-31): 0.2% FY2024 (ended 2024-12-31): 0.3% FY2025 (ended 2025-12-31): 0.4% 2025 0.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $200M +39.9% $54.6B 0.4% MarketingAndAdvertisingExpense 10-K Feb 18, 2026
FY2024 Dec 31, 2024 $143M +25.4% $54.2B 0.3% MarketingAndAdvertisingExpense 10-K Feb 18, 2026
FY2023 Dec 31, 2023 $114M +8.6% $52.8B 0.2% MarketingAndAdvertisingExpense 10-K Feb 18, 2026
FY2022 Dec 31, 2022 $105M 0.0% $49B 0.2% MarketingAndAdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 31, 2021 $105M +84.2% $29.9B 0.4% MarketingAndAdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 31, 2020 $57M -60.4% $17.3B 0.3% MarketingAndAdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 31, 2019 $144M +12.5% $45.8B 0.3% MarketingAndAdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 31, 2018 $128M -5.2% $44.5B 0.3% MarketingAndAdvertisingExpense 10-K Feb 17, 2021
FY2017 Dec 31, 2017 $135M +16.4% $42.6B 0.3% MarketingAndAdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $116M +5.5% $40.2B 0.3% MarketingAndAdvertisingExpense 10-K Feb 25, 2019
FY2015 Dec 31, 2015 $110M +19.6% $41B 0.3% MarketingAndAdvertisingExpense 10-K Feb 21, 2018
FY2014 Dec 31, 2014 $92M -44.6% $42.6B 0.2% MarketingAndAdvertisingExpense 10-K Feb 22, 2017
FY2013 Dec 31, 2013 $166M +8.5% $26.7B 0.6% AdvertisingExpense 10-K Feb 28, 2014
FY2012 Dec 31, 2012 $153M -17.7% n/a n/a AdvertisingExpense 10-K Feb 28, 2014
FY2011 Dec 31, 2011 $186M +12.7% n/a n/a AdvertisingExpense 10-K Feb 28, 2014
FY2010 Dec 31, 2010 $165M +7.8% n/a n/a AdvertisingExpense 10-K/A Apr 16, 2013
FY2009 Dec 31, 2009 $153M n/a n/a n/a AdvertisingExpense 10-K Feb 15, 2012

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to American Airlines Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
221 JOYY $207M 9.8% -13.7% FY2025
222 Atlassian $206M 3.1% +34.8% FY2026
223 Primo Brands $206M 3.1% -5.9% FY2025
224 GoodRx $203M 25.5% -3.8% FY2025
225 Vertex Pharmaceuticals $203M 1.7% +136.6% FY2025
226 American Airlines Group $200M 0.4% +39.9% FY2025
227 PPG Industries $199M 1.3% -2.0% FY2025

Full ranking of 336 companies · Biggest increases #35 · Lowest ad-to-revenue #6

Questions

How much does American Airlines Group spend on advertising?

American Airlines Group spent $200M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 18, 2026.

What percentage of revenue does American Airlines Group spend on advertising?

0.4% of revenue in fiscal 2025 ($200M of $54.6B). The median across the 336 companies tracked is 5.2%.

Is American Airlines Group spending more on advertising?

Yes. Ad spend rose 39.9% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does American Airlines Group rank by advertising spend?

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

What does American Airlines Group's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 18, 2026
Accession number
0000006201-26-000014
Company
American Airlines Group Inc., CIK 6201, SIC 4512 (Air Transportation, Scheduled)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
American Airlines Group advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/american-airlines-group/advertising-spend/
Download
CSV, all years · CSV, all 336 companies