Baidu advertising spend, FY2025

Baidu (BIDU) reported $2.2B of advertising expense for the fiscal year ended Dec 31, 2025. That is 11.9% of revenue of $18.5B. Up 15.8% from FY2024.

Ad spend, FY2025
$2.2B
year ended Dec 31, 2025
Change vs prior year
+15.8%
vs FY2024
Share of revenue
11.9%
of $18.5B revenue
Rank by ad spend
#30
of 336 companies

Key facts

  • Ad spend is 1.5x its FY2015 level ($1.5B), slower than revenue (1.8x).
  • FY2025 is the highest year on file, going back to FY2010.
  • Largest increase +2333.1% in FY2015; largest cut -39.7% in FY2013.
  • Ad spend is 11.9% of revenue, up from 7.9% in FY2020.
  • Baidu spends more on advertising than 91% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.3x the median of 5.2%.

Ad spend by fiscal year

$0 $1B $2B $3B FY2010 (ended 2010-12-31): $11.3M FY2011 (ended 2011-12-31): $25M 2011 FY2012 (ended 2012-12-31): $52.5M FY2013 (ended 2013-12-31): $31.6M 2013 FY2014 (ended 2014-12-31): $62.1M FY2015 (ended 2015-12-31): $1.5B 2015 FY2016 (ended 2016-12-31): $1.1B FY2017 (ended 2017-12-31): $700M 2017 FY2018 (ended 2018-12-31): $1.5B FY2019 (ended 2019-12-31): $1.5B 2019 FY2020 (ended 2020-12-31): $1.3B FY2021 (ended 2021-12-31): $1.9B 2021 FY2022 (ended 2022-12-31): $1.5B FY2023 (ended 2023-12-31): $1.9B 2023 FY2024 (ended 2024-12-31): $1.9B FY2025 (ended 2025-12-31): $2.2B 2025 $2.2B

Ad spend as % of revenue

0% 5% 10% 15% FY2010 (ended 2010-12-31): 0.9% FY2011 (ended 2011-12-31): 1.1% 2011 FY2012 (ended 2012-12-31): 1.5% FY2013 (ended 2013-12-31): 0.6% 2013 FY2014 (ended 2014-12-31): 0.8% FY2015 (ended 2015-12-31): 14.7% 2015 FY2016 (ended 2016-12-31): 11.0% FY2017 (ended 2017-12-31): 5.4% 2017 FY2018 (ended 2018-12-31): 10.1% FY2019 (ended 2019-12-31): 9.7% 2019 FY2020 (ended 2020-12-31): 7.9% FY2021 (ended 2021-12-31): 9.7% 2021 FY2022 (ended 2022-12-31): 8.4% FY2023 (ended 2023-12-31): 10.0% 2023 FY2024 (ended 2024-12-31): 10.4% FY2025 (ended 2025-12-31): 11.9% 2025 11.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.2B +15.8% $18.5B 11.9% MarketingAndAdvertisingExpense 20-F Mar 17, 2026
FY2024 Dec 31, 2024 $1.9B 0.0% $18.2B 10.4% MarketingAndAdvertisingExpense 20-F Mar 28, 2025
FY2023 Dec 31, 2023 $1.9B +26.7% $19B 10.0% MarketingAndAdvertisingExpense 20-F Mar 15, 2024
FY2022 Dec 31, 2022 $1.5B -21.1% $17.9B 8.4% MarketingAndAdvertisingExpense 20-F Mar 22, 2023
FY2021 Dec 31, 2021 $1.9B +46.2% $19.5B 9.7% MarketingAndAdvertisingExpense 20-F Mar 28, 2022
FY2020 Dec 31, 2020 $1.3B -13.3% $16.4B 7.9% MarketingAndAdvertisingExpense 20-F Mar 9, 2021
FY2019 Dec 31, 2019 $1.5B 0.0% $15.4B 9.7% MarketingAndAdvertisingExpense 20-F Mar 13, 2020
FY2018 Dec 31, 2018 $1.5B +114.3% $14.9B 10.1% MarketingAndAdvertisingExpense 20-F Mar 15, 2019
FY2017 Dec 31, 2017 $700M -37.5% $13B 5.4% MarketingAndAdvertisingExpense 20-F Mar 15, 2018
FY2016 Dec 31, 2016 $1.1B -25.8% $10.2B 11.0% MarketingAndAdvertisingExpense 20-F Mar 31, 2017
FY2015 Dec 31, 2015 $1.5B +2333.1% $10.2B 14.7% MarketingAndAdvertisingExpense 20-F Apr 8, 2016
FY2014 Dec 31, 2014 $62.1M +96.1% $7.9B 0.8% AdvertisingExpense 20-F Mar 27, 2015
FY2013 Dec 31, 2013 $31.6M -39.7% $5.3B 0.6% AdvertisingExpense 20-F Mar 28, 2014
FY2012 Dec 31, 2012 $52.5M +110.2% $3.6B 1.5% AdvertisingExpense 20-F Mar 27, 2013
FY2011 Dec 31, 2011 $25M +120.3% $2.3B 1.1% AdvertisingExpense 20-F Mar 29, 2012
FY2010 Dec 31, 2010 $11.3M n/a $1.2B 0.9% AdvertisingExpense 20-F Mar 29, 2011

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 Baidu in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
28 Merck $2.3B 3.5% -4.2% FY2025
29 Bank of America $2.2B 1.9% +12.7% FY2025
30 Baidu $2.2B 11.9% +15.8% FY2025
31 Intuit $2.2B 10.3% +4.8% FY2026
32 Uber $2.2B 4.2% +15.8% FY2025
33 AbbVie $2.1B 3.4% 0.0% FY2025
34 Meta $2.1B 1.0% +1.5% FY2025

Full ranking of 336 companies · Biggest increases #88

Questions

How much does Baidu spend on advertising?

Baidu spent $2.2B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 20-F filed Mar 17, 2026.

What percentage of revenue does Baidu spend on advertising?

11.9% of revenue in fiscal 2025 ($2.2B of $18.5B). The median across the 336 companies tracked is 5.2%.

Is Baidu spending more on advertising?

Yes. Ad spend rose 15.8% in fiscal 2025 from fiscal 2024.

How does Baidu rank by advertising spend?

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

What does Baidu's advertising figure include?

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

Source

Filing
20-F for FY2025, filed Mar 17, 2026
Accession number
0001193125-26-109289
Company
Baidu, Inc., CIK 1329099, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Baidu advertising spend, FY2010-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Mar 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/baidu/advertising-spend/
Download
CSV, all years · CSV, all 336 companies