Garmin advertising spend, FY2025

Garmin (GRMN) reported $229M of advertising expense for the fiscal year ended Dec 27, 2025. That is 3.2% of revenue of $7.2B. Up 19.3% from FY2024.

Ad spend, FY2025
$229M
year ended Dec 27, 2025
Change vs prior year
+19.3%
vs FY2024
Share of revenue
3.2%
of $7.2B revenue
Rank by ad spend
#211
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2015 level ($167M), slower than revenue (2.6x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +29.9% in FY2014; largest cut -25.3% in FY2009.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 3.2% of revenue, down from 3.6% in FY2020.
  • Garmin spends more on advertising than 37% 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 $100M $200M $300M FY2007 (ended 2007-12-29): $207M 2007 FY2008 (ended 2008-12-27): $208M FY2009 (ended 2009-12-26): $156M FY2010 (ended 2010-12-25): $145M 2010 FY2011 (ended 2011-12-31): $145M FY2012 (ended 2012-12-29): $139M FY2013 (ended 2013-12-28): $113M 2013 FY2014 (ended 2014-12-27): $147M FY2015 (ended 2015-12-26): $167M FY2016 (ended 2016-12-31): $177M 2016 FY2017 (ended 2017-12-30): $165M FY2018 (ended 2018-12-29): $155M FY2019 (ended 2019-12-28): $164M 2019 FY2020 (ended 2020-12-26): $151M FY2021 (ended 2021-12-25): $172M FY2022 (ended 2022-12-31): $168M 2022 FY2023 (ended 2023-12-30): $173M FY2024 (ended 2024-12-28): $192M FY2025 (ended 2025-12-27): $229M 2025 $229M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2007 (ended 2007-12-29): 6.5% 2007 FY2008 (ended 2008-12-27): 6.0% FY2009 (ended 2009-12-26): 5.3% FY2010 (ended 2010-12-25): 5.4% 2010 FY2011 (ended 2011-12-31): 5.3% FY2012 (ended 2012-12-29): 5.1% FY2013 (ended 2013-12-28): 4.3% 2013 FY2014 (ended 2014-12-27): 5.1% FY2015 (ended 2015-12-26): 5.9% FY2016 (ended 2016-12-31): 5.8% 2016 FY2017 (ended 2017-12-30): 5.3% FY2018 (ended 2018-12-29): 4.6% FY2019 (ended 2019-12-28): 4.4% 2019 FY2020 (ended 2020-12-26): 3.6% FY2021 (ended 2021-12-25): 3.4% FY2022 (ended 2022-12-31): 3.5% 2022 FY2023 (ended 2023-12-30): 3.3% FY2024 (ended 2024-12-28): 3.0% FY2025 (ended 2025-12-27): 3.2% 2025 3.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 27, 2025 $229M +19.3% $7.2B 3.2% AdvertisingExpense 10-K Feb 18, 2026
FY2024 Dec 28, 2024 $192M +10.7% $6.3B 3.0% AdvertisingExpense 10-K Feb 18, 2026
FY2023 Dec 30, 2023 $173M +3.0% $5.2B 3.3% AdvertisingExpense 10-K Feb 18, 2026
FY2022 Dec 31, 2022 $168M -2.2% $4.9B 3.5% AdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 25, 2021 $172M +13.7% $5B 3.4% AdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 26, 2020 $151M -8.1% $4.2B 3.6% AdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 28, 2019 $164M +5.8% $3.8B 4.4% AdvertisingExpense 10-K Feb 16, 2022
FY2018 Dec 29, 2018 $155M -5.6% $3.3B 4.6% AdvertisingExpense 10-K Feb 17, 2021
FY2017 Dec 30, 2017 $165M -7.0% $3.1B 5.3% AdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $177M +6.0% $3B 5.8% AdvertisingExpense 10-K Feb 20, 2019
FY2015 Dec 26, 2015 $167M +14.0% $2.8B 5.9% AdvertisingExpense 10-K Feb 21, 2018
FY2014 Dec 27, 2014 $147M +29.9% $2.9B 5.1% AdvertisingExpense 10-K Feb 22, 2017
FY2013 Dec 28, 2013 $113M -18.6% $2.6B 4.3% AdvertisingExpense 10-K Feb 17, 2016
FY2012 Dec 29, 2012 $139M -4.3% $2.7B 5.1% AdvertisingExpense 10-K Feb 18, 2015
FY2011 Dec 31, 2011 $145M +0.3% $2.8B 5.3% AdvertisingExpense 10-K Feb 19, 2014
FY2010 Dec 25, 2010 $145M -7.0% $2.7B 5.4% AdvertisingExpense 10-K Feb 27, 2013
FY2009 Dec 26, 2009 $156M -25.3% $2.9B 5.3% AdvertisingExpense 10-K Feb 29, 2012
FY2008 Dec 27, 2008 $208M +0.6% $3.5B 6.0% AdvertisingExpense 10-K Feb 23, 2011
FY2007 Dec 29, 2007 $207M n/a $3.2B 6.5% AdvertisingExpense 10-K Feb 24, 2010

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
207 Vivid Seats $231M 51.3% -18.8% FY2025
208 1-800-Flowers.com $231M 15.3% -19.4% FY2026
209 Hertz Global $230M 2.7% -12.9% FY2025
210 Grand Canyon Education $229M 20.7% +7.9% FY2025
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

Full ranking of 336 companies · Biggest increases #78

Questions

How much does Garmin spend on advertising?

Garmin spent $229M on advertising in fiscal 2025, the year ended Dec 27, 2025, according to its 10-K filed Feb 18, 2026.

What percentage of revenue does Garmin spend on advertising?

3.2% of revenue in fiscal 2025 ($229M of $7.2B). The median across the 336 companies tracked is 5.2%.

Is Garmin spending more on advertising?

Yes. Ad spend rose 19.3% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Garmin rank by advertising spend?

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

What does Garmin's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 18, 2026
Accession number
0001193125-26-056028
Company
GARMIN LTD, CIK 1121788, SIC 3812 (Search, Detection, Navigation, Guidance, Aeronautical Sys)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Garmin advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/garmin/advertising-spend/
Download
CSV, all years · CSV, all 336 companies