Ford advertising spend, FY2025

Ford (F) reported $2.7B of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.4% of revenue of $187B. Down 3.6% from FY2024.

Ad spend, FY2025
$2.7B
year ended Dec 31, 2025
Change vs prior year
-3.6%
vs FY2024
Share of revenue
1.4%
of $187B revenue
Rank by ad spend
#23
of 336 companies

Key facts

  • Ad spend is 37% below its FY2015 level ($4.3B), while revenue grew 1.3x.
  • The highest year on file is FY2008 at $4.5B; FY2025 is 40% below it.
  • Largest increase +21.9% in FY2010; largest cut -29.0% in FY2022.
  • Ad spend is 1.4% of revenue, down from 2.2% in FY2020.
  • Ford spends more on advertising than 93% 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 $2B $4B $6B FY2008 (ended 2008-12-31): $4.5B FY2009 (ended 2009-12-31): $3.2B FY2010 (ended 2010-12-31): $3.9B 2010 FY2011 (ended 2011-12-31): $4.1B FY2012 (ended 2012-12-31): $4B FY2013 (ended 2013-12-31): $4.4B 2013 FY2014 (ended 2014-12-31): $4.3B FY2015 (ended 2015-12-31): $4.3B FY2016 (ended 2016-12-31): $4.3B 2016 FY2017 (ended 2017-12-31): $4.1B FY2018 (ended 2018-12-31): $4B FY2019 (ended 2019-12-31): $3.6B 2019 FY2020 (ended 2020-12-31): $2.8B FY2021 (ended 2021-12-31): $3.1B FY2022 (ended 2022-12-31): $2.2B 2022 FY2023 (ended 2023-12-31): $2.5B FY2024 (ended 2024-12-31): $2.8B FY2025 (ended 2025-12-31): $2.7B 2025 $2.7B

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2008 (ended 2008-12-31): 3.1% FY2009 (ended 2009-12-31): 2.8% FY2010 (ended 2010-12-31): 3.0% 2010 FY2011 (ended 2011-12-31): 3.0% FY2012 (ended 2012-12-31): 3.0% FY2013 (ended 2013-12-31): 3.0% 2013 FY2014 (ended 2014-12-31): 3.0% FY2015 (ended 2015-12-31): 2.9% FY2016 (ended 2016-12-31): 2.8% 2016 FY2017 (ended 2017-12-31): 2.6% FY2018 (ended 2018-12-31): 2.5% FY2019 (ended 2019-12-31): 2.3% 2019 FY2020 (ended 2020-12-31): 2.2% FY2021 (ended 2021-12-31): 2.3% FY2022 (ended 2022-12-31): 1.4% 2022 FY2023 (ended 2023-12-31): 1.4% FY2024 (ended 2024-12-31): 1.5% FY2025 (ended 2025-12-31): 1.4% 2025 1.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.7B -3.6% $187B 1.4% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 31, 2024 $2.8B +12.0% $185B 1.5% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $2.5B +13.6% $176B 1.4% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Dec 31, 2022 $2.2B -29.0% $158B 1.4% AdvertisingExpense 10-K Feb 6, 2025
FY2021 Dec 31, 2021 $3.1B +10.7% $136B 2.3% AdvertisingExpense 10-K Feb 7, 2024
FY2020 Dec 31, 2020 $2.8B -22.2% $127B 2.2% AdvertisingExpense 10-K Feb 3, 2023
FY2019 Dec 31, 2019 $3.6B -10.0% $156B 2.3% AdvertisingExpense 10-K Feb 4, 2022
FY2018 Dec 31, 2018 $4B -2.4% $160B 2.5% AdvertisingExpense 10-K Feb 5, 2021
FY2017 Dec 31, 2017 $4.1B -4.7% $157B 2.6% AdvertisingExpense 10-K Feb 5, 2020
FY2016 Dec 31, 2016 $4.3B 0.0% $152B 2.8% AdvertisingExpense 10-K Feb 21, 2019
FY2015 Dec 31, 2015 $4.3B 0.0% $150B 2.9% AdvertisingExpense 10-K Feb 8, 2018
FY2014 Dec 31, 2014 $4.3B -2.3% $144B 3.0% AdvertisingExpense 10-K Feb 9, 2017
FY2013 Dec 31, 2013 $4.4B +10.0% $147B 3.0% AdvertisingExpense 10-K Feb 11, 2016
FY2012 Dec 31, 2012 $4B -2.4% $134B 3.0% AdvertisingExpense 10-K Feb 13, 2015
FY2011 Dec 31, 2011 $4.1B +5.1% $136B 3.0% AdvertisingExpense 10-K Feb 18, 2014
FY2010 Dec 31, 2010 $3.9B +21.9% $129B 3.0% AdvertisingExpense 10-K Feb 19, 2013
FY2009 Dec 31, 2009 $3.2B -28.9% $116B 2.8% AdvertisingExpense 10-K Feb 21, 2012
FY2008 Dec 31, 2008 $4.5B n/a $144B 3.1% AdvertisingExpense 10-K Feb 28, 2011

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
21 Eli Lilly $2.9B 4.4% +107.1% FY2025
22 Colgate-Palmolive $2.7B 13.3% -0.6% FY2025
23 Ford $2.7B 1.4% -3.6% FY2025
24 Microsoft $2.7B 0.8% +28.6% FY2026
25 Pfizer $2.7B 4.3% -18.2% FY2025
26 Universe Pharmaceuticals $2.5B 14.1% -50.9% FY2025
27 AMD $2.4B 6.9% +100.0% FY2025

Full ranking of 336 companies · Biggest cuts #66 · Lowest ad-to-revenue #48

Questions

How much does Ford spend on advertising?

Ford spent $2.7B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 11, 2026.

What percentage of revenue does Ford spend on advertising?

1.4% of revenue in fiscal 2025 ($2.7B of $187B). The median across the 336 companies tracked is 5.2%.

Is Ford spending more on advertising?

No. Ad spend fell 3.6% in fiscal 2025 from fiscal 2024.

How does Ford rank by advertising spend?

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

What does Ford's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 11, 2026
Accession number
0000037996-26-000015
Company
FORD MOTOR CO, CIK 37996, SIC 3711 (Motor Vehicles & Passenger Car Bodies)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Ford advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ford-motor/advertising-spend/
Download
CSV, all years · CSV, all 336 companies