Domino's Pizza advertising spend, FY2025

Domino's Pizza (DPZ) reported $559M of advertising expense for the fiscal year ended Dec 28, 2025. That is 11.3% of revenue of $4.9B. Up 9.7% from FY2024.

Ad spend, FY2025
$559M
year ended Dec 28, 2025
Change vs prior year
+9.7%
vs FY2024
Share of revenue
11.3%
of $4.9B revenue
Rank by ad spend
#115
of 336 companies

Key facts

  • Ad spend is 17x its FY2010 level ($33M), faster than revenue (3.5x).
  • FY2025 is the highest year on file, going back to FY2010.
  • Largest increase +9.7% in FY2025; largest cut -8.6% in FY2012.
  • Ad spend has risen 2 years in a row.
  • Domino's Pizza spends more on advertising than 66% 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 FY2010 (ended 2010-01-03): $33M FY2011 (ended 2011-01-02): $30.2M 2011 FY2012 (ended 2012-12-30): $27.6M FY2013 (ended 2013-12-29): $29.6M 2013 FY2014 (ended 2014-12-28): $29M FY2016 (ended 2016-01-03): $32M 2016 FY2017 (ended 2017-12-31): $0 FY2018 (ended 2018-12-30): $359M 2018 FY2019 (ended 2019-12-29): $391M FY2021 (ended 2021-01-03): $462M 2021 FY2022 (ended 2022-01-02): $480M FY2023 (ended 2023-12-31): $473M 2023 FY2024 (ended 2024-12-29): $510M FY2025 (ended 2025-12-28): $559M 2025 $559M

Ad spend as % of revenue

0% 5% 10% 15% FY2010 (ended 2010-01-03): 2.4% FY2011 (ended 2011-01-02): 1.9% 2011 FY2012 (ended 2012-12-30): 1.6% FY2013 (ended 2013-12-29): 1.6% 2013 FY2014 (ended 2014-12-28): 1.5% FY2016 (ended 2016-01-03): 1.4% 2016 FY2017 (ended 2017-12-31): 0.0% FY2018 (ended 2018-12-30): 10.4% 2018 FY2019 (ended 2019-12-29): 10.8% FY2021 (ended 2021-01-03): 11.2% 2021 FY2022 (ended 2022-01-02): 11.0% FY2023 (ended 2023-12-31): 10.6% 2023 FY2024 (ended 2024-12-29): 10.8% FY2025 (ended 2025-12-28): 11.3% 2025 11.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 28, 2025 $559M +9.7% $4.9B 11.3% AdvertisingExpense 10-K Feb 23, 2026
FY2024 Dec 29, 2024 $510M +7.7% $4.7B 10.8% AdvertisingExpense 10-K Feb 23, 2026
FY2023 Dec 31, 2023 $473M -1.3% $4.5B 10.6% AdvertisingExpense 10-K Feb 23, 2026
FY2022 Jan 2, 2022 $480M +3.7% $4.4B 11.0% AdvertisingExpense 10-K Feb 26, 2024
FY2021 Jan 3, 2021 $462M n/a $4.1B 11.2% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 29, 2019 $391M +9.0% $3.6B 10.8% AdvertisingExpense 10-K Mar 1, 2022
FY2018 Dec 30, 2018 $359M n/a $3.4B 10.4% AdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $0 n/a $2.8B 0.0% AdvertisingExpense 10-K Feb 21, 2019
FY2016 Jan 3, 2016 $32M n/a $2.2B 1.4% AdvertisingExpense 10-K Feb 20, 2018
FY2014 Dec 28, 2014 $29M -2.0% $2B 1.5% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 29, 2013 $29.6M +7.2% $1.8B 1.6% AdvertisingExpense 10-K Feb 25, 2016
FY2012 Dec 30, 2012 $27.6M -8.6% $1.7B 1.6% AdvertisingExpense 10-K Feb 24, 2015
FY2011 Jan 2, 2011 $30.2M -8.5% $1.6B 1.9% AdvertisingExpense 10-K Feb 28, 2013
FY2010 Jan 3, 2010 $33M n/a $1.4B 2.4% AdvertisingExpense 10-K Feb 28, 2012

A $0 value is what the filing tagged for that year. YoY is not shown next to it.

What the figure is

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

Compared with similar spenders

The 6 companies closest to Domino's Pizza in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
114 Gen Digital (Norton) $584M 11.7% +32.4% FY2026
115 Domino's Pizza $559M 11.3% +9.7% FY2025
116 Signet Jewelers $555M 8.1% -0.9% FY2026
117 Williams-Sonoma $553M 7.1% -2.7% FY2026
118 Match Group $550M 15.8% +0.7% FY2025
119 Teladoc Health $546M 21.6% -8.2% FY2025
120 News Corp $545M 6.0% +7.9% FY2026

Full ranking of 336 companies · Biggest increases #135

Questions

How much does Domino's Pizza spend on advertising?

Domino's Pizza spent $559M on advertising in fiscal 2025, the year ended Dec 28, 2025, according to its 10-K filed Feb 23, 2026.

What percentage of revenue does Domino's Pizza spend on advertising?

11.3% of revenue in fiscal 2025 ($559M of $4.9B). The median across the 336 companies tracked is 5.2%.

Is Domino's Pizza spending more on advertising?

Yes. Ad spend rose 9.7% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Domino's Pizza rank by advertising spend?

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

What does Domino's Pizza's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 23, 2026
Accession number
0001193125-26-062321
Company
DOMINOS PIZZA INC, CIK 1286681, SIC 5140 (Wholesale-Groceries & Related Products)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Domino's Pizza advertising spend, FY2010-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/dominos-pizza/advertising-spend/
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CSV, all years · CSV, all 336 companies