Generac advertising spend, FY2025

Generac (GNRC) reported $123M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.9% of revenue of $4.2B. Up 5.7% from FY2024.

Ad spend, FY2025
$123M
year ended Dec 31, 2025
Change vs prior year
+5.7%
vs FY2024
Share of revenue
2.9%
of $4.2B revenue
Rank by ad spend
#299
of 336 companies

Key facts

  • Ad spend is 3.1x its FY2015 level ($39.3M), in line with revenue (3.2x).
  • FY2025 is the highest year on file, going back to FY2010.
  • Largest increase +62.5% in FY2014; largest cut -24.2% in FY2018.
  • Ad spend is 2.9% of revenue, up from 2.2% in FY2020.
  • Generac spends more on advertising than 11% 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 $50M $100M $150M FY2010 (ended 2010-12-31): $12M FY2011 (ended 2011-12-31): $11.7M 2011 FY2012 (ended 2012-12-31): $13.4M FY2013 (ended 2013-12-31): $19.9M 2013 FY2014 (ended 2014-12-31): $32.4M FY2015 (ended 2015-12-31): $39.3M 2015 FY2016 (ended 2016-12-31): $45.5M FY2017 (ended 2017-12-31): $45.9M 2017 FY2018 (ended 2018-12-31): $34.8M FY2019 (ended 2019-12-31): $44.2M 2019 FY2020 (ended 2020-12-31): $53.7M FY2021 (ended 2021-12-31): $66.7M 2021 FY2022 (ended 2022-12-31): $101M FY2023 (ended 2023-12-31): $118M 2023 FY2024 (ended 2024-12-31): $117M FY2025 (ended 2025-12-31): $123M 2025 $123M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2010 (ended 2010-12-31): n/a FY2011 (ended 2011-12-31): n/a 2011 FY2012 (ended 2012-12-31): 1.1% FY2013 (ended 2013-12-31): 1.3% 2013 FY2014 (ended 2014-12-31): 2.2% FY2015 (ended 2015-12-31): 3.0% 2015 FY2016 (ended 2016-12-31): 3.1% FY2017 (ended 2017-12-31): 2.7% 2017 FY2018 (ended 2018-12-31): 1.7% FY2019 (ended 2019-12-31): 2.0% 2019 FY2020 (ended 2020-12-31): 2.2% FY2021 (ended 2021-12-31): 1.8% 2021 FY2022 (ended 2022-12-31): 2.2% FY2023 (ended 2023-12-31): 2.9% 2023 FY2024 (ended 2024-12-31): 2.7% FY2025 (ended 2025-12-31): 2.9% 2025 2.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $123M +5.7% $4.2B 2.9% AdvertisingExpense 10-K Feb 18, 2026
FY2024 Dec 31, 2024 $117M -1.5% $4.3B 2.7% AdvertisingExpense 10-K Feb 18, 2026
FY2023 Dec 31, 2023 $118M +17.6% $4B 2.9% AdvertisingExpense 10-K Feb 18, 2026
FY2022 Dec 31, 2022 $101M +50.9% $4.6B 2.2% AdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 31, 2021 $66.7M +24.2% $3.7B 1.8% AdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 31, 2020 $53.7M +21.6% $2.5B 2.2% AdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 31, 2019 $44.2M +26.9% $2.2B 2.0% AdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 31, 2018 $34.8M -24.2% $2B 1.7% AdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $45.9M +1.0% $1.7B 2.7% AdvertisingExpense 10-K Feb 25, 2020
FY2016 Dec 31, 2016 $45.5M +15.9% $1.4B 3.1% AdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 31, 2015 $39.3M +21.3% $1.3B 3.0% AdvertisingExpense 10-K Feb 26, 2018
FY2014 Dec 31, 2014 $32.4M +62.5% $1.5B 2.2% AdvertisingExpense 10-K Feb 24, 2017
FY2013 Dec 31, 2013 $19.9M +49.0% $1.5B 1.3% AdvertisingExpense 10-K Feb 26, 2016
FY2012 Dec 31, 2012 $13.4M +13.8% $1.2B 1.1% AdvertisingExpense 10-K Feb 27, 2015
FY2011 Dec 31, 2011 $11.7M -2.0% n/a n/a AdvertisingExpense 10-K Mar 3, 2014
FY2010 Dec 31, 2010 $12M n/a n/a n/a AdvertisingExpense 10-K Mar 13, 2013

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
295 ZipRecruiter $125M 27.9% +27.7% FY2025
296 CNH Industrial $125M 0.7% +4.2% FY2025
297 Six Flags Entertainment $124M 4.0% +20.5% FY2025
298 Supernus $124M 10.0% +82.4% FY2025
299 Generac $123M 2.9% +5.7% FY2025
300 Lyft $123M 1.9% -10.2% FY2025
301 Snowflake $122M 2.6% +16.3% FY2026

Full ranking of 336 companies · Biggest increases #173

Questions

How much does Generac spend on advertising?

Generac spent $123M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 18, 2026.

What percentage of revenue does Generac spend on advertising?

2.9% of revenue in fiscal 2025 ($123M of $4.2B). The median across the 336 companies tracked is 5.2%.

Is Generac spending more on advertising?

Yes. Ad spend rose 5.7% in fiscal 2025 from fiscal 2024.

How does Generac rank by advertising spend?

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

What does Generac'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
0001437749-26-004568
Company
GENERAC HOLDINGS INC., CIK 1474735, SIC 3621 (Motors & Generators)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Generac advertising spend, FY2010-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/generac-holdings/advertising-spend/
Download
CSV, all years · CSV, all 336 companies