Autohome advertising spend, FY2025

Autohome (ATHM) reported $143M of advertising expense for the fiscal year ended Dec 31, 2025. That is 15.5% of revenue of $923M. Down 19.0% from FY2024.

Ad spend, FY2025
$143M
year ended Dec 31, 2025
Change vs prior year
-19.0%
vs FY2024
Share of revenue
15.5%
of $923M revenue
Rank by ad spend
#273
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2015 level ($82.4M), in line with revenue (1.7x).
  • The highest year on file is FY2020 at $275M; FY2025 is 48% below it.
  • Largest increase +202.1% in FY2014; largest cut -23.5% in FY2021.
  • Ad spend has fallen 5 years in a row.
  • Ad spend is 15.5% of revenue, down from 20.7% in FY2020.
  • Autohome spends more on advertising than 19% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.0x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2013 (ended 2013-12-31): $14.2M 2013 FY2014 (ended 2014-12-31): $43M FY2015 (ended 2015-12-31): $82.4M 2015 FY2016 (ended 2016-12-31): $109M FY2017 (ended 2017-12-31): $118M 2017 FY2018 (ended 2018-12-31): $152M FY2019 (ended 2019-12-31): $237M 2019 FY2020 (ended 2020-12-31): $275M FY2021 (ended 2021-12-31): $211M 2021 FY2022 (ended 2022-12-31): $203M FY2023 (ended 2023-12-31): $201M 2023 FY2024 (ended 2024-12-31): $177M FY2025 (ended 2025-12-31): $143M 2025 $143M

Ad spend as % of revenue

0% 10% 20% 30% FY2013 (ended 2013-12-31): 7.1% 2013 FY2014 (ended 2014-12-31): 12.5% FY2015 (ended 2015-12-31): 15.4% 2015 FY2016 (ended 2016-12-31): 12.7% FY2017 (ended 2017-12-31): 12.4% 2017 FY2018 (ended 2018-12-31): 14.5% FY2019 (ended 2019-12-31): 19.6% 2019 FY2020 (ended 2020-12-31): 20.7% FY2021 (ended 2021-12-31): 18.5% 2021 FY2022 (ended 2022-12-31): 20.1% FY2023 (ended 2023-12-31): 19.9% 2023 FY2024 (ended 2024-12-31): 18.3% FY2025 (ended 2025-12-31): 15.5% 2025 15.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $143M -19.0% $923M 15.5% AdvertisingExpense 20-F Apr 15, 2026
FY2024 Dec 31, 2024 $177M -12.3% $964M 18.3% AdvertisingExpense 20-F Apr 15, 2025
FY2023 Dec 31, 2023 $201M -0.7% $1B 19.9% AdvertisingExpense 20-F Apr 25, 2024
FY2022 Dec 31, 2022 $203M -3.7% $1B 20.1% AdvertisingExpense 20-F Apr 25, 2023
FY2021 Dec 31, 2021 $211M -23.5% $1.1B 18.5% AdvertisingExpense 20-F Apr 25, 2022
FY2020 Dec 31, 2020 $275M +16.1% $1.3B 20.7% AdvertisingExpense 20-F Mar 2, 2021
FY2019 Dec 31, 2019 $237M +55.6% $1.2B 19.6% AdvertisingExpense 20-F Apr 3, 2020
FY2018 Dec 31, 2018 $152M +29.1% $1.1B 14.5% AdvertisingExpense 20-F Apr 12, 2019
FY2017 Dec 31, 2017 $118M +8.3% $954M 12.4% AdvertisingExpense 20-F Apr 13, 2018
FY2016 Dec 31, 2016 $109M +32.2% $859M 12.7% AdvertisingExpense 20-F Apr 25, 2017
FY2015 Dec 31, 2015 $82.4M +91.5% $535M 15.4% AdvertisingExpense 20-F Mar 17, 2016
FY2014 Dec 31, 2014 $43M +202.1% $344M 12.5% AdvertisingExpense 20-F Mar 27, 2015
FY2013 Dec 31, 2013 $14.2M n/a $201M 7.1% AdvertisingExpense 20-F Mar 31, 2014

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
268 loanDepot $147M 12.3% +10.6% FY2025
269 Madrigal Pharmaceuticals $145M 15.1% +175.3% FY2025
270 HubSpot $144M 4.6% +22.5% FY2025
271 Owens Corning $144M 1.4% +9.1% FY2025
272 BJ's Wholesale Club $143M 0.7% +13.0% FY2026
273 Autohome $143M 15.5% -19.0% FY2025
274 Genesco $142M 5.8% +6.6% FY2026

Full ranking of 336 companies · Biggest cuts #15 · Highest ad-to-revenue #50

Questions

How much does Autohome spend on advertising?

Autohome spent $143M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 20-F filed Apr 15, 2026.

What percentage of revenue does Autohome spend on advertising?

15.5% of revenue in fiscal 2025 ($143M of $923M). The median across the 336 companies tracked is 5.2%.

Is Autohome spending more on advertising?

No. Ad spend fell 19.0% in fiscal 2025 from fiscal 2024. It has fallen 5 years in a row.

How does Autohome rank by advertising spend?

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

What does Autohome's advertising figure include?

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

Source

Filing
20-F for FY2025, filed Apr 15, 2026
Accession number
0001193125-26-155932
Company
Autohome Inc., CIK 1527636, SIC 7374 (Services-Computer Processing & Data Preparation)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Autohome advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Apr 15, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/autohome/advertising-spend/
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