Bumble advertising spend, FY2025
Bumble (BMBL) reported $138M of advertising expense for the fiscal year ended Dec 31, 2025. That is 14.3% of revenue of $966M. Down 39.0% from FY2024.
Key facts
- Ad spend is 1.1x its FY2019 level ($130M), slower than revenue (2.0x).
- The highest year on file is FY2024 at $227M; FY2025 is 39% below it.
- Largest increase +18.7% in FY2022; largest cut -39.0% in FY2025.
- Bumble spends more on advertising than 18% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.8x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $138M | -39.0% | $966M | 14.3% | AdvertisingExpense | 10-K Mar 16, 2026 |
| FY2024 | Dec 31, 2024 | $227M | +2.7% | $1.1B | 21.2% | AdvertisingExpense | 10-K Mar 16, 2026 |
| FY2023 | Dec 31, 2023 | $221M | +6.4% | $1.1B | 21.0% | AdvertisingExpense | 10-K Mar 16, 2026 |
| FY2022 | Dec 31, 2022 | $208M | +18.7% | $904M | 23.0% | AdvertisingExpense | 10-K Feb 28, 2025 |
| FY2021 | Dec 31, 2021 | $175M | n/a | $761M | 23.0% | AdvertisingExpense | 10-K Feb 28, 2024 |
| FY2019 | Dec 31, 2019 | $130M | n/a | $489M | 26.7% | AdvertisingExpense | 10-K Mar 16, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Bumble in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 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 |
| 275 | G-III Apparel Group | $139M | 4.7% | -4.4% | FY2026 |
| 276 | Bumble | $138M | 14.3% | -39.0% | FY2025 |
| 277 | Webull | $136M | 23.8% | -2.0% | FY2025 |
| 278 | Yum Brands | $134M | 1.6% | +19.6% | FY2025 |
Questions
How much does Bumble spend on advertising?
Bumble spent $138M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 16, 2026.
What percentage of revenue does Bumble spend on advertising?
14.3% of revenue in fiscal 2025 ($138M of $966M). The median across the 336 companies tracked is 5.2%.
Is Bumble spending more on advertising?
No. Ad spend fell 39.0% in fiscal 2025 from fiscal 2024.
How does Bumble rank by advertising spend?
#276 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Bumble's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Mar 16, 2026
- Accession number
0001830043-26-000027- Company
- Bumble Inc., CIK 1830043, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Bumble advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 16, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/bumble/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies