Bread Financial advertising spend, FY2025

Bread Financial (BFH) reported $150M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.9% of revenue of $3.8B. Up 2.0% from FY2024.

Ad spend, FY2025
$150M
year ended Dec 31, 2025
Change vs prior year
+2.0%
vs FY2024
Share of revenue
3.9%
of $3.8B revenue
Rank by ad spend
#262
of 336 companies

Key facts

  • Ad spend is 40% below its FY2015 level ($251M); revenue is 40% lower.
  • The highest year on file is FY2016 at $277M; FY2025 is 46% below it.
  • Largest increase +28.8% in FY2012; largest cut -27.8% in FY2020.
  • Ad spend is 3.9% of revenue, up from 3.7% in FY2020.
  • Bread Financial spends more on advertising than 22% 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 FY2009 (ended 2009-12-31): $92M FY2010 (ended 2010-12-31): $116M 2010 FY2011 (ended 2011-12-31): $129M FY2012 (ended 2012-12-31): $166M FY2013 (ended 2013-12-31): $207M 2013 FY2014 (ended 2014-12-31): $240M FY2015 (ended 2015-12-31): $251M FY2016 (ended 2016-12-31): $277M 2016 FY2017 (ended 2017-12-31): $237M FY2018 (ended 2018-12-31): $245M FY2019 (ended 2019-12-31): $229M 2019 FY2020 (ended 2020-12-31): $166M FY2021 (ended 2021-12-31): $160M FY2022 (ended 2022-12-31): $180M 2022 FY2023 (ended 2023-12-31): $161M FY2024 (ended 2024-12-31): $147M FY2025 (ended 2025-12-31): $150M 2025 $150M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-12-31): 4.7% FY2010 (ended 2010-12-31): 4.1% 2010 FY2011 (ended 2011-12-31): 4.1% FY2012 (ended 2012-12-31): 4.6% FY2013 (ended 2013-12-31): 4.8% 2013 FY2014 (ended 2014-12-31): 4.5% FY2015 (ended 2015-12-31): 3.9% FY2016 (ended 2016-12-31): 3.9% 2016 FY2017 (ended 2017-12-31): 4.3% FY2018 (ended 2018-12-31): 4.3% FY2019 (ended 2019-12-31): 4.1% 2019 FY2020 (ended 2020-12-31): 3.7% FY2021 (ended 2021-12-31): 4.9% FY2022 (ended 2022-12-31): 4.7% 2022 FY2023 (ended 2023-12-31): 3.8% FY2024 (ended 2024-12-31): 3.8% FY2025 (ended 2025-12-31): 3.9% 2025 3.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $150M +2.0% $3.8B 3.9% MarketingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $147M -8.7% $3.8B 3.8% MarketingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $161M -10.6% $4.3B 3.8% MarketingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $180M +12.5% $3.8B 4.7% MarketingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $160M -3.4% $3.3B 4.9% MarketingExpense 10-K Feb 20, 2024
FY2020 Dec 31, 2020 $166M -27.8% $4.5B 3.7% MarketingAndAdvertisingExpense 10-K Feb 26, 2021
FY2019 Dec 31, 2019 $229M -6.2% $5.6B 4.1% MarketingAndAdvertisingExpense 10-K Feb 26, 2021
FY2018 Dec 31, 2018 $245M +3.3% $5.7B 4.3% MarketingAndAdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $237M -14.5% $5.5B 4.3% MarketingAndAdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $277M +10.4% $7.1B 3.9% AdvertisingExpense 10-K Feb 27, 2017
FY2015 Dec 31, 2015 $251M +4.8% $6.4B 3.9% AdvertisingExpense 10-K Feb 27, 2017
FY2014 Dec 31, 2014 $240M +15.9% $5.3B 4.5% AdvertisingExpense 10-K Feb 27, 2017
FY2013 Dec 31, 2013 $207M +24.4% $4.3B 4.8% AdvertisingExpense 10-K Feb 25, 2016
FY2012 Dec 31, 2012 $166M +28.8% $3.6B 4.6% AdvertisingExpense 10-K Feb 27, 2015
FY2011 Dec 31, 2011 $129M +11.7% $3.2B 4.1% AdvertisingExpense 10-K Feb 28, 2014
FY2010 Dec 31, 2010 $116M +25.5% $2.8B 4.1% AdvertisingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $92M n/a $2B 4.7% AdvertisingExpense 10-K Feb 27, 2012

What the figure is

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media. Revenue is net of interest expense.

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 Bread Financial in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
261 Scotts Miracle-Gro $152M 4.5% +8.0% FY2025
262 Bread Financial $150M 3.9% +2.0% FY2025
263 Happen $149M 14.9% +48.6% FY2025
264 Prestige Consumer Healthcare $149M 13.7% -4.5% FY2026
265 La-Z-Boy $148M 7.0% -0.9% FY2026
266 Post Holdings $148M 1.8% -21.4% FY2025
267 Hormel Foods $148M 1.2% -9.4% FY2025

Full ranking of 336 companies · Biggest increases #219

Questions

How much does Bread Financial spend on advertising?

Bread Financial spent $150M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does Bread Financial spend on advertising?

3.9% of revenue in fiscal 2025 ($150M of $3.8B). The median across the 336 companies tracked is 5.2%.

Is Bread Financial spending more on advertising?

Yes. Ad spend rose 2.0% in fiscal 2025 from fiscal 2024.

How does Bread Financial rank by advertising spend?

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

What does Bread Financial's advertising figure include?

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0001101215-26-000016
Company
BREAD FINANCIAL HOLDINGS, INC., CIK 1101215, SIC 6141 (Personal Credit Institutions)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Bread Financial advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/bread-financial-holdings/advertising-spend/
Download
CSV, all years · CSV, all 336 companies