Church & Dwight advertising spend, FY2025

Church & Dwight (CHD) reported $709M of advertising expense for the fiscal year ended Dec 31, 2025. That is 11.4% of revenue of $6.2B. Up 1.5% from FY2024.

Ad spend, FY2025
$709M
year ended Dec 31, 2025
Change vs prior year
+1.5%
vs FY2024
Share of revenue
11.4%
of $6.2B revenue
Rank by ad spend
#99
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2015 level ($418M).
  • FY2025 is the highest year on file, going back to FY2008.
  • Largest increase +20.2% in FY2009; largest cut -7.4% in FY2022.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 11.4% of revenue, down from 12.1% in FY2020.
  • Church & Dwight spends more on advertising than 71% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.2x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2008 (ended 2008-12-31): $294M FY2009 (ended 2009-12-31): $354M FY2010 (ended 2010-12-31): $338M 2010 FY2011 (ended 2011-12-31): $354M FY2012 (ended 2012-12-31): $357M FY2013 (ended 2013-12-31): $400M 2013 FY2014 (ended 2014-12-31): $417M FY2015 (ended 2015-12-31): $418M FY2016 (ended 2016-12-31): $427M 2016 FY2017 (ended 2017-12-31): $454M FY2018 (ended 2018-12-31): $483M FY2019 (ended 2019-12-31): $515M 2019 FY2020 (ended 2020-12-31): $591M FY2021 (ended 2021-12-31): $578M FY2022 (ended 2022-12-31): $535M 2022 FY2023 (ended 2023-12-31): $641M FY2024 (ended 2024-12-31): $698M FY2025 (ended 2025-12-31): $709M 2025 $709M

Ad spend as % of revenue

0% 5% 10% 15% FY2008 (ended 2008-12-31): n/a FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 12.2% 2016 FY2017 (ended 2017-12-31): 12.0% FY2018 (ended 2018-12-31): 11.7% FY2019 (ended 2019-12-31): 11.8% 2019 FY2020 (ended 2020-12-31): 12.1% FY2021 (ended 2021-12-31): 11.1% FY2022 (ended 2022-12-31): 10.0% 2022 FY2023 (ended 2023-12-31): 10.9% FY2024 (ended 2024-12-31): 11.4% FY2025 (ended 2025-12-31): 11.4% 2025 11.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $709M +1.5% $6.2B 11.4% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $698M +8.9% $6.1B 11.4% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $641M +19.8% $5.9B 10.9% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $535M -7.4% $5.4B 10.0% MarketingAndAdvertisingExpense 10-K Feb 13, 2025
FY2021 Dec 31, 2021 $578M -2.3% $5.2B 11.1% MarketingAndAdvertisingExpense 10-K Feb 15, 2024
FY2020 Dec 31, 2020 $591M +14.8% $4.9B 12.1% MarketingAndAdvertisingExpense 10-K Feb 16, 2023
FY2019 Dec 31, 2019 $515M +6.6% $4.4B 11.8% MarketingAndAdvertisingExpense 10-K Feb 17, 2022
FY2018 Dec 31, 2018 $483M +6.4% $4.1B 11.7% MarketingAndAdvertisingExpense 10-K Feb 18, 2021
FY2017 Dec 31, 2017 $454M +6.3% $3.8B 12.0% MarketingAndAdvertisingExpense 10-K Feb 18, 2020
FY2016 Dec 31, 2016 $427M +2.3% $3.5B 12.2% MarketingAndAdvertisingExpense 10-K Feb 21, 2019
FY2015 Dec 31, 2015 $418M +0.1% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 23, 2018
FY2014 Dec 31, 2014 $417M +4.3% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 24, 2017
FY2013 Dec 31, 2013 $400M +11.9% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 19, 2016
FY2012 Dec 31, 2012 $357M +0.9% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 20, 2015
FY2011 Dec 31, 2011 $354M +4.8% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 21, 2014
FY2010 Dec 31, 2010 $338M -4.4% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 22, 2013
FY2009 Dec 31, 2009 $354M +20.2% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 24, 2012
FY2008 Dec 31, 2008 $294M n/a n/a n/a MarketingAndAdvertisingExpense 10-K Feb 24, 2011

What the figure is

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

Compared with similar spenders

The 6 companies closest to Church & Dwight in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
97 Kohl's $725M 4.7% -7.9% FY2026
98 HP $718M 1.3% +14.3% FY2025
99 Church & Dwight $709M 11.4% +1.5% FY2025
100 US Bancorp $705M 2.5% +13.9% FY2025
101 Dell Technologies $700M 0.6% -12.5% FY2026
102 Royal Caribbean Cruises $693M 3.9% +13.2% FY2025
103 Somnigroup (Tempur Sealy) $692M 9.3% +47.0% FY2025

Full ranking of 336 companies · Biggest increases #228

Questions

How much does Church & Dwight spend on advertising?

Church & Dwight spent $709M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Church & Dwight spend on advertising?

11.4% of revenue in fiscal 2025 ($709M of $6.2B). The median across the 336 companies tracked is 5.2%.

Is Church & Dwight spending more on advertising?

Yes. Ad spend rose 1.5% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Church & Dwight rank by advertising spend?

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

What does Church & Dwight's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 12, 2026
Accession number
0001193125-26-048139
Company
CHURCH & DWIGHT CO INC /DE/, CIK 313927, SIC 2840 (Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Church & Dwight advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/church-dwight/advertising-spend/
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