eHealth advertising spend, FY2025

eHealth (EHTH) reported $154M of advertising expense for the fiscal year ended Dec 31, 2025. That is 27.7% of revenue of $554M. Down 6.5% from FY2024.

Ad spend, FY2025
$154M
year ended Dec 31, 2025
Change vs prior year
-6.5%
vs FY2024
Share of revenue
27.7%
of $554M revenue
Rank by ad spend
#260
of 336 companies

Key facts

  • Ad spend is 2.3x its FY2015 level ($66.5M), slower than revenue (2.9x).
  • The highest year on file is FY2021 at $240M; FY2025 is 36% below it.
  • Largest increase +90.4% in FY2019; largest cut -29.7% in FY2022.
  • Ad spend is 27.7% of revenue, down from 30.7% in FY2020.
  • eHealth spends more on advertising than 23% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 5.3x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-12-31): $54M FY2010 (ended 2010-12-31): $53.9M 2010 FY2011 (ended 2011-12-31): $49.2M FY2012 (ended 2012-12-31): $50.3M FY2013 (ended 2013-12-31): $63.4M 2013 FY2014 (ended 2014-12-31): $61.3M FY2015 (ended 2015-12-31): $66.5M FY2016 (ended 2016-12-31): $64.8M 2016 FY2017 (ended 2017-12-31): $56M FY2018 (ended 2018-12-31): $64.4M FY2019 (ended 2019-12-31): $123M 2019 FY2020 (ended 2020-12-31): $179M FY2021 (ended 2021-12-31): $240M FY2022 (ended 2022-12-31): $169M 2022 FY2023 (ended 2023-12-31): $149M FY2024 (ended 2024-12-31): $164M FY2025 (ended 2025-12-31): $154M 2025 $154M

Ad spend as % of revenue

0% 20% 40% 60% FY2009 (ended 2009-12-31): 40.0% FY2010 (ended 2010-12-31): 33.6% 2010 FY2011 (ended 2011-12-31): 32.4% FY2012 (ended 2012-12-31): 32.4% FY2013 (ended 2013-12-31): 35.4% 2013 FY2014 (ended 2014-12-31): 34.1% FY2015 (ended 2015-12-31): 35.1% FY2016 (ended 2016-12-31): 33.5% 2016 FY2017 (ended 2017-12-31): 29.4% FY2018 (ended 2018-12-31): 25.6% FY2019 (ended 2019-12-31): 24.2% 2019 FY2020 (ended 2020-12-31): 30.7% FY2021 (ended 2021-12-31): 44.7% FY2022 (ended 2022-12-31): 41.7% 2022 FY2023 (ended 2023-12-31): 32.8% FY2024 (ended 2024-12-31): 30.8% FY2025 (ended 2025-12-31): 27.7% 2025 27.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $154M -6.5% $554M 27.7% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $164M +10.4% $532M 30.8% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $149M -12.1% $453M 32.8% AdvertisingExpense 10-K Feb 27, 2025
FY2022 Dec 31, 2022 $169M -29.7% $405M 41.7% AdvertisingExpense 10-K Feb 29, 2024
FY2021 Dec 31, 2021 $240M +34.4% $538M 44.7% AdvertisingExpense 10-K Feb 29, 2024
FY2020 Dec 31, 2020 $179M +45.9% $583M 30.7% AdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 31, 2019 $123M +90.4% $506M 24.2% AdvertisingExpense 10-K Mar 1, 2022
FY2018 Dec 31, 2018 $64.4M +15.0% $251M 25.6% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $56M -13.6% $191M 29.4% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $64.8M -2.6% $193M 33.5% AdvertisingExpense 10-K Mar 14, 2019
FY2015 Dec 31, 2015 $66.5M +8.5% $190M 35.1% AdvertisingExpense 10-K Mar 16, 2017
FY2014 Dec 31, 2014 $61.3M -3.3% $180M 34.1% AdvertisingExpense 10-K Mar 16, 2017
FY2013 Dec 31, 2013 $63.4M +26.0% $179M 35.4% AdvertisingExpense 10-K Mar 14, 2016
FY2012 Dec 31, 2012 $50.3M +2.2% $155M 32.4% AdvertisingExpense 10-K Mar 16, 2015
FY2011 Dec 31, 2011 $49.2M -8.7% $152M 32.4% AdvertisingExpense 10-K Mar 12, 2014
FY2010 Dec 31, 2010 $53.9M -0.2% $160M 33.6% AdvertisingExpense 10-K Mar 13, 2013
FY2009 Dec 31, 2009 $54M n/a $135M 40.0% MarketingAndAdvertisingExpense 10-K Mar 15, 2012

What the figure is

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

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
256 Freshpet $158M 14.3% +23.6% FY2025
257 Petco Health & Wellness $158M 2.6% +1.1% FY2026
258 Incyte $156M 3.0% -22.3% FY2025
259 Simon Property Group $156M 2.4% +7.8% FY2025
260 eHealth $154M 27.7% -6.5% FY2025
261 Scotts Miracle-Gro $152M 4.5% +8.0% FY2025
262 Bread Financial $150M 3.9% +2.0% FY2025

Full ranking of 336 companies · Biggest cuts #43 · Highest ad-to-revenue #15

Questions

How much does eHealth spend on advertising?

eHealth spent $154M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does eHealth spend on advertising?

27.7% of revenue in fiscal 2025 ($154M of $554M). The median across the 336 companies tracked is 5.2%.

Is eHealth spending more on advertising?

No. Ad spend fell 6.5% in fiscal 2025 from fiscal 2024.

How does eHealth rank by advertising spend?

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

What does eHealth's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0001333493-26-000010
Company
eHealth, Inc., CIK 1333493, SIC 6411 (Insurance Agents, Brokers & Service)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
eHealth advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ehealth/advertising-spend/
Download
CSV, all years · CSV, all 336 companies