Capital One advertising spend, FY2025

Capital One (COF) reported $5.9B of advertising expense for the fiscal year ended Dec 31, 2025. That is 11.0% of revenue of $53.4B. Up 29.0% from FY2024.

Ad spend, FY2025
$5.9B
year ended Dec 31, 2025
Change vs prior year
+29.0%
vs FY2024
Share of revenue
11.0%
of $53.4B revenue
Rank by ad spend
#10
of 336 companies

Key facts

  • Ad spend is 3.4x its FY2015 level ($1.7B), faster than revenue (2.3x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +78.3% in FY2021; largest cut -47.4% in FY2009.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 11.0% of revenue, up from 5.6% in FY2020.
  • Capital One spends more on advertising than 97% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.1x the median of 5.2%.

Ad spend by fiscal year

$0 $2B $4B $6B FY2007 (ended 2007-12-31): $1.3B 2007 FY2008 (ended 2008-12-31): $1.1B FY2009 (ended 2009-12-31): $588M FY2010 (ended 2010-12-31): $958M 2010 FY2011 (ended 2011-12-31): $1.3B FY2012 (ended 2012-12-31): $1.4B FY2013 (ended 2013-12-31): $1.4B 2013 FY2014 (ended 2014-12-31): $1.6B FY2015 (ended 2015-12-31): $1.7B FY2016 (ended 2016-12-31): $1.8B 2016 FY2017 (ended 2017-12-31): $1.7B FY2018 (ended 2018-12-31): $2.2B FY2019 (ended 2019-12-31): $2.3B 2019 FY2020 (ended 2020-12-31): $1.6B FY2021 (ended 2021-12-31): $2.9B FY2022 (ended 2022-12-31): $4B 2022 FY2023 (ended 2023-12-31): $4B FY2024 (ended 2024-12-31): $4.6B FY2025 (ended 2025-12-31): $5.9B 2025 $5.9B

Ad spend as % of revenue

0% 5% 10% 15% FY2007 (ended 2007-12-31): 9.2% 2007 FY2008 (ended 2008-12-31): 8.0% FY2009 (ended 2009-12-31): 4.5% FY2010 (ended 2010-12-31): 5.9% 2010 FY2011 (ended 2011-12-31): 8.2% FY2012 (ended 2012-12-31): 6.4% FY2013 (ended 2013-12-31): 6.1% 2013 FY2014 (ended 2014-12-31): 7.0% FY2015 (ended 2015-12-31): 7.4% FY2016 (ended 2016-12-31): 7.1% 2016 FY2017 (ended 2017-12-31): 6.1% FY2018 (ended 2018-12-31): 7.7% FY2019 (ended 2019-12-31): 8.0% 2019 FY2020 (ended 2020-12-31): 5.6% FY2021 (ended 2021-12-31): 9.4% FY2022 (ended 2022-12-31): 11.7% 2022 FY2023 (ended 2023-12-31): 10.9% FY2024 (ended 2024-12-31): 11.7% FY2025 (ended 2025-12-31): 11.0% 2025 11.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $5.9B +29.0% $53.4B 11.0% MarketingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $4.6B +13.8% $39.1B 11.7% MarketingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $4B -0.2% $36.8B 10.9% MarketingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $4B +39.9% $34.3B 11.7% MarketingExpense 10-K Feb 20, 2025
FY2021 Dec 31, 2021 $2.9B +78.3% $30.4B 9.4% MarketingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $1.6B -29.2% $28.5B 5.6% MarketingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $2.3B +4.6% $28.6B 8.0% MarketingExpense 10-K Feb 25, 2022
FY2018 Dec 31, 2018 $2.2B +30.2% $28.1B 7.7% MarketingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $1.7B -7.8% $27.2B 6.1% MarketingExpense 10-K Feb 20, 2020
FY2016 Dec 31, 2016 $1.8B +3.8% $25.5B 7.1% MarketingExpense 10-K Feb 20, 2019
FY2015 Dec 31, 2015 $1.7B +11.7% $23.4B 7.4% MarketingExpense 10-K Feb 21, 2018
FY2014 Dec 31, 2014 $1.6B +13.7% $22.3B 7.0% MarketingExpense 10-K Feb 25, 2016
FY2013 Dec 31, 2013 $1.4B +0.5% $22.4B 6.1% MarketingExpense 10-K Feb 25, 2016
FY2012 Dec 31, 2012 $1.4B +2.2% $21.4B 6.4% MarketingExpense 10-K Feb 24, 2015
FY2011 Dec 31, 2011 $1.3B +39.6% $16.3B 8.2% MarketingExpense 10-K Feb 27, 2014
FY2010 Dec 31, 2010 $958M +62.9% $16.2B 5.9% MarketingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $588M -47.4% $13B 4.5% MarketingExpense 10-K Feb 29, 2012
FY2008 Dec 31, 2008 $1.1B -17.1% $13.9B 8.0% MarketingExpense 10-K/A Mar 7, 2011
FY2007 Dec 31, 2007 $1.3B n/a $14.6B 9.2% MarketingExpense 10-K Feb 26, 2010

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
8 Disney $6.5B 6.9% +6.6% FY2025
9 American Express $6.3B 8.7% +3.5% FY2025
10 Capital One $5.9B 11.0% +29.0% FY2025
11 JPMorgan Chase $5.5B 3.0% +11.2% FY2025
12 Coca-Cola $5.4B 11.3% +5.9% FY2025
13 Walmart $5.4B 0.8% +5.9% FY2026
14 Progressive $5.1B 5.9% +28.2% FY2025

Full ranking of 336 companies · Biggest increases #52

Questions

How much does Capital One spend on advertising?

Capital One spent $5.9B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does Capital One spend on advertising?

11.0% of revenue in fiscal 2025 ($5.9B of $53.4B). The median across the 336 companies tracked is 5.2%.

Is Capital One spending more on advertising?

Yes. Ad spend rose 29.0% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Capital One rank by advertising spend?

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

What does Capital One'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 19, 2026
Accession number
0000927628-26-000024
Company
CAPITAL ONE FINANCIAL CORP, CIK 927628, SIC 6021 (National Commercial Banks)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Capital One advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/capital-one-financial/advertising-spend/
Download
CSV, all years · CSV, all 336 companies