Dexcom advertising spend, FY2025
Dexcom (DXCM) reported $224M of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.8% of revenue of $4.7B. Up 15.2% from FY2024.
Key facts
- FY2025 is the highest year on file, going back to FY2015.
- Largest increase +197.5% in FY2016.
- Ad spend has risen 10 years in a row.
- Ad spend is 4.8% of revenue, up from 4.0% in FY2020.
- Dexcom spends more on advertising than 36% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is close to 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 | $224M | +15.2% | $4.7B | 4.8% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2024 | Dec 31, 2024 | $194M | +7.4% | $4B | 4.8% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2023 | Dec 31, 2023 | $181M | +12.6% | $3.6B | 5.0% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2022 | Dec 31, 2022 | $161M | +7.0% | $2.9B | 5.5% | AdvertisingExpense | 10-K Feb 18, 2025 |
| FY2021 | Dec 31, 2021 | $150M | +96.2% | $2.4B | 6.1% | AdvertisingExpense | 10-K Feb 8, 2024 |
| FY2020 | Dec 31, 2020 | $76.5M | +131.1% | $1.9B | 4.0% | AdvertisingExpense | 10-K Feb 9, 2023 |
| FY2019 | Dec 31, 2019 | $33.1M | +37.9% | $1.5B | 2.2% | AdvertisingExpense | 10-K Feb 14, 2022 |
| FY2018 | Dec 31, 2018 | $24M | +9.6% | $1B | 2.3% | AdvertisingExpense | 10-K Feb 11, 2021 |
| FY2017 | Dec 31, 2017 | $21.9M | +84.0% | $719M | 3.0% | AdvertisingExpense | 10-K Feb 13, 2020 |
| FY2016 | Dec 31, 2016 | $11.9M | +197.5% | $573M | 2.1% | AdvertisingExpense | 10-K Feb 21, 2019 |
| FY2015 | Dec 31, 2015 | $4M | n/a | $402M | 1.0% | AdvertisingExpense | 10-K Feb 27, 2018 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Dexcom in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 211 | Garmin | $229M | 3.2% | +19.3% | FY2025 |
| 212 | Neurocrine Biosciences | $227M | 7.9% | +18.7% | FY2025 |
| 213 | McCormick | $225M | 3.3% | +2.9% | FY2025 |
| 214 | Peloton Interactive | $224M | 9.2% | -9.2% | FY2026 |
| 215 | Dexcom | $224M | 4.8% | +15.2% | FY2025 |
| 216 | CDW | $223M | 1.0% | +2.3% | FY2025 |
| 217 | Columbia Sportswear | $220M | 6.5% | +10.8% | FY2025 |
Full ranking of 336 companies · Biggest increases #91 · Up 5+ years in a row #6
Questions
How much does Dexcom spend on advertising?
Dexcom spent $224M 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 Dexcom spend on advertising?
4.8% of revenue in fiscal 2025 ($224M of $4.7B). The median across the 336 companies tracked is 5.2%.
Is Dexcom spending more on advertising?
Yes. Ad spend rose 15.2% in fiscal 2025 from fiscal 2024. It has risen 10 years in a row.
How does Dexcom rank by advertising spend?
#215 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Dexcom's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 12, 2026
- Accession number
0001093557-26-000027- Company
- DEXCOM INC, CIK 1093557, SIC 3841 (Surgical & Medical Instruments & Apparatus)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Dexcom advertising spend, FY2015-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/dexcom/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies