Dell Technologies advertising spend, FY2026

Dell Technologies (DELL) reported $700M of advertising expense for the fiscal year ended Jan 30, 2026. That is 0.6% of revenue of $114B. Down 12.5% from FY2025.

Ad spend, FY2026
$700M
year ended Jan 30, 2026
Change vs prior year
-12.5%
vs FY2025
Share of revenue
0.6%
of $114B revenue
Rank by ad spend
#101
of 336 companies

Key facts

  • Ad spend is 1.2x its FY2016 level ($594M), slower than revenue (2.2x).
  • The highest year on file is FY2022 at $1.3B; FY2026 is 46% below it.
  • Largest increase +30.0% in FY2022; largest cut -18.2% in FY2024.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 0.6% of revenue, down from 1.2% in FY2021.
  • Dell Technologies spends more on advertising than 70% 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 $500M $1B $1.5B FY2015 (ended 2015-01-30): $582M FY2016 (ended 2016-01-29): $594M 2016 FY2017 (ended 2017-02-03): $772M FY2018 (ended 2018-02-02): $1B 2018 FY2019 (ended 2019-02-01): $1.1B FY2020 (ended 2020-01-31): $1.1B 2020 FY2021 (ended 2021-01-29): $1B FY2022 (ended 2022-01-28): $1.3B 2022 FY2023 (ended 2023-02-03): $1.1B FY2024 (ended 2024-02-02): $900M 2024 FY2025 (ended 2025-01-31): $800M FY2026 (ended 2026-01-30): $700M 2026 $700M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2015 (ended 2015-01-30): 1.1% FY2016 (ended 2016-01-29): 1.2% 2016 FY2017 (ended 2017-02-03): 1.3% FY2018 (ended 2018-02-02): 1.3% 2018 FY2019 (ended 2019-02-01): 1.2% FY2020 (ended 2020-01-31): 1.3% 2020 FY2021 (ended 2021-01-29): 1.2% FY2022 (ended 2022-01-28): 1.3% 2022 FY2023 (ended 2023-02-03): 1.1% FY2024 (ended 2024-02-02): 1.0% 2024 FY2025 (ended 2025-01-31): 0.8% FY2026 (ended 2026-01-30): 0.6% 2026 0.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 30, 2026 $700M -12.5% $114B 0.6% AdvertisingExpense 10-K Mar 16, 2026
FY2025 Jan 31, 2025 $800M -11.1% $95.6B 0.8% AdvertisingExpense 10-K Mar 16, 2026
FY2024 Feb 2, 2024 $900M -18.2% $88.4B 1.0% AdvertisingExpense 10-K Mar 16, 2026
FY2023 Feb 3, 2023 $1.1B -15.4% $102B 1.1% AdvertisingExpense 10-K Mar 25, 2025
FY2022 Jan 28, 2022 $1.3B +30.0% $101B 1.3% AdvertisingExpense 10-K Mar 25, 2024
FY2021 Jan 29, 2021 $1B -9.1% $86.7B 1.2% AdvertisingExpense 10-K Mar 30, 2023
FY2020 Jan 31, 2020 $1.1B 0.0% $84.8B 1.3% AdvertisingExpense 10-K Mar 24, 2022
FY2019 Feb 1, 2019 $1.1B +10.0% $90.6B 1.2% AdvertisingExpense 10-K Mar 26, 2021
FY2018 Feb 2, 2018 $1B +29.5% $79B 1.3% AdvertisingExpense 10-K Mar 27, 2020
FY2017 Feb 3, 2017 $772M +30.0% $61.6B 1.3% AdvertisingExpense 10-K Mar 29, 2018
FY2016 Jan 29, 2016 $594M +2.1% $50.9B 1.2% AdvertisingExpense 10-K Mar 29, 2018
FY2015 Jan 30, 2015 $582M n/a $54.1B 1.1% AdvertisingExpense 10-K Mar 31, 2017

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Dell Technologies in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
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
104 TJX Companies $680M 1.1% +10.2% FY2026

Full ranking of 336 companies · Biggest cuts #24 · Lowest ad-to-revenue #13

Questions

How much does Dell Technologies spend on advertising?

Dell Technologies spent $700M on advertising in fiscal 2026, the year ended Jan 30, 2026, according to its 10-K filed Mar 16, 2026.

What percentage of revenue does Dell Technologies spend on advertising?

0.6% of revenue in fiscal 2026 ($700M of $114B). The median across the 336 companies tracked is 5.2%.

Is Dell Technologies spending more on advertising?

No. Ad spend fell 12.5% in fiscal 2026 from fiscal 2025. It has fallen 4 years in a row.

How does Dell Technologies rank by advertising spend?

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

What does Dell Technologies's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 16, 2026
Accession number
0001571996-26-000008
Company
Dell Technologies Inc., CIK 1571996, SIC 3571 (Electronic Computers)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Dell Technologies advertising spend, FY2015-FY2026. 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/dell-technologies/advertising-spend/
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