Frontdoor advertising spend, FY2025
Frontdoor (FTDR) reported $162M of advertising expense for the fiscal year ended Dec 31, 2025. That is 7.7% of revenue of $2.1B. Down 4.7% from FY2024.
Key facts
- Ad spend is 3.7x its FY2016 level ($44M), faster than revenue (2.1x).
- The highest year on file is FY2024 at $170M; FY2025 is 5% below it.
- Largest increase +35.7% in FY2023; largest cut -4.7% in FY2025.
- Frontdoor spends more on advertising than 25% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.5x 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 | $162M | -4.7% | $2.1B | 7.7% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2024 | Dec 31, 2024 | $170M | +9.0% | $1.8B | 9.2% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2023 | Dec 31, 2023 | $156M | +35.7% | $1.8B | 8.8% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2022 | Dec 31, 2022 | $115M | +8.5% | $1.7B | 6.9% | AdvertisingExpense | 10-K Feb 27, 2025 |
| FY2021 | Dec 31, 2021 | $106M | n/a | $1.6B | 6.6% | AdvertisingExpense | 10-K Feb 28, 2024 |
| FY2018 | Dec 31, 2018 | $61M | +19.6% | $1.3B | 4.8% | AdvertisingExpense | 10-K Feb 28, 2019 |
| FY2017 | Dec 31, 2017 | $51M | +15.9% | $1.2B | 4.4% | AdvertisingExpense | 10-K Feb 28, 2019 |
| FY2016 | Dec 31, 2016 | $44M | n/a | $1B | 4.3% | AdvertisingExpense | 10-K Feb 28, 2019 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Frontdoor in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 249 | New York Times | $165M | 5.8% | +7.9% | FY2025 |
| 250 | Designer Brands | $164M | 5.7% | -5.4% | FY2026 |
| 251 | Brinker International | $164M | 2.8% | +11.6% | FY2026 |
| 252 | Mohawk Industries | $164M | 1.5% | +13.8% | FY2025 |
| 253 | Frontdoor | $162M | 7.7% | -4.7% | FY2025 |
| 254 | Aflac | $160M | 0.9% | -11.6% | FY2025 |
| 255 | New Oriental Education & Technology Group | $160M | 2.8% | +28.9% | FY2026 |
Questions
How much does Frontdoor spend on advertising?
Frontdoor spent $162M 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 Frontdoor spend on advertising?
7.7% of revenue in fiscal 2025 ($162M of $2.1B). The median across the 336 companies tracked is 5.2%.
Is Frontdoor spending more on advertising?
No. Ad spend fell 4.7% in fiscal 2025 from fiscal 2024.
How does Frontdoor rank by advertising spend?
#253 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Frontdoor'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
0001193125-26-076548- Company
- Frontdoor, Inc., CIK 1727263, SIC 7340 (Services-To Dwellings & Other Buildings)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Frontdoor advertising spend, FY2016-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/frontdoor/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies