Goodyear Tire & Rubber advertising spend, FY2025

Goodyear Tire & Rubber (GT) reported $362M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.0% of revenue of $18.3B. Up 10.7% from FY2024.

Ad spend, FY2025
$362M
year ended Dec 31, 2025
Change vs prior year
+10.7%
vs FY2024
Share of revenue
2.0%
of $18.3B revenue
Rank by ad spend
#154
of 336 companies

Key facts

  • Ad spend is 6% below its FY2015 level ($385M).
  • The highest year on file is FY2011 at $471M; FY2025 is 23% below it.
  • Largest increase +34.7% in FY2010; largest cut -13.9% in FY2020.
  • Ad spend is 2.0% of revenue, down from 2.5% in FY2020.
  • Goodyear Tire & Rubber spends more on advertising than 54% 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 $200M $400M $600M FY2009 (ended 2009-12-31): $294M FY2010 (ended 2010-12-31): $396M 2010 FY2011 (ended 2011-12-31): $471M FY2012 (ended 2012-12-31): $435M FY2013 (ended 2013-12-31): $408M 2013 FY2014 (ended 2014-12-31): $430M FY2015 (ended 2015-12-31): $385M FY2016 (ended 2016-12-31): $355M 2016 FY2017 (ended 2017-12-31): $320M FY2018 (ended 2018-12-31): $345M FY2019 (ended 2019-12-31): $353M 2019 FY2020 (ended 2020-12-31): $304M FY2021 (ended 2021-12-31): $382M FY2022 (ended 2022-12-31): $375M 2022 FY2023 (ended 2023-12-31): $364M FY2024 (ended 2024-12-31): $327M FY2025 (ended 2025-12-31): $362M 2025 $362M

Ad spend as % of revenue

0% 1% 2% 3% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 2.3% 2016 FY2017 (ended 2017-12-31): 2.1% FY2018 (ended 2018-12-31): 2.2% FY2019 (ended 2019-12-31): 2.4% 2019 FY2020 (ended 2020-12-31): 2.5% FY2021 (ended 2021-12-31): 2.2% FY2022 (ended 2022-12-31): 1.8% 2022 FY2023 (ended 2023-12-31): 1.8% FY2024 (ended 2024-12-31): 1.7% FY2025 (ended 2025-12-31): 2.0% 2025 2.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $362M +10.7% $18.3B 2.0% AdvertisingExpense 10-K Feb 10, 2026
FY2024 Dec 31, 2024 $327M -10.2% $18.9B 1.7% AdvertisingExpense 10-K Feb 10, 2026
FY2023 Dec 31, 2023 $364M -2.9% $20.1B 1.8% AdvertisingExpense 10-K Feb 10, 2026
FY2022 Dec 31, 2022 $375M -1.8% $20.8B 1.8% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $382M +25.7% $17.5B 2.2% AdvertisingExpense 10-K Feb 13, 2024
FY2020 Dec 31, 2020 $304M -13.9% $12.3B 2.5% AdvertisingExpense 10-K Feb 13, 2023
FY2019 Dec 31, 2019 $353M +2.3% $14.7B 2.4% AdvertisingExpense 10-K Feb 14, 2022
FY2018 Dec 31, 2018 $345M +7.8% $15.5B 2.2% AdvertisingExpense 10-K Feb 9, 2021
FY2017 Dec 31, 2017 $320M -9.9% $15.4B 2.1% AdvertisingExpense 10-K Feb 11, 2020
FY2016 Dec 31, 2016 $355M -7.8% $15.2B 2.3% AdvertisingExpense 10-K Feb 8, 2019
FY2015 Dec 31, 2015 $385M -10.5% n/a n/a AdvertisingExpense 10-K Feb 8, 2018
FY2014 Dec 31, 2014 $430M +5.4% n/a n/a AdvertisingExpense 10-K Feb 8, 2017
FY2013 Dec 31, 2013 $408M -6.2% n/a n/a AdvertisingExpense 10-K Feb 9, 2016
FY2012 Dec 31, 2012 $435M -7.6% n/a n/a AdvertisingExpense 10-K Feb 17, 2015
FY2011 Dec 31, 2011 $471M +18.9% n/a n/a AdvertisingExpense 10-K Feb 13, 2014
FY2010 Dec 31, 2010 $396M +34.7% n/a n/a AdvertisingExpense 10-K Feb 12, 2013
FY2009 Dec 31, 2009 $294M n/a n/a n/a AdvertisingExpense 10-K Feb 14, 2012

What the figure is

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

Compared with similar spenders

The 6 companies closest to Goodyear Tire & Rubber in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
151 QVC Group $369M 4.4% +18.3% FY2025
152 Chipotle Mexican Grill $364M 3.1% +27.3% FY2025
153 Carvana $363M 1.8% +58.5% FY2025
154 Goodyear Tire & Rubber $362M 2.0% +10.7% FY2025
155 e.l.f. Beauty $361M 22.1% +28.3% FY2026
156 Lionsgate Studios $361M 13.7% +21.7% FY2026
157 PENN Entertainment $358M 5.1% -21.5% FY2025

Full ranking of 336 companies · Biggest increases #126

Questions

How much does Goodyear Tire & Rubber spend on advertising?

Goodyear Tire & Rubber spent $362M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 10, 2026.

What percentage of revenue does Goodyear Tire & Rubber spend on advertising?

2.0% of revenue in fiscal 2025 ($362M of $18.3B). The median across the 336 companies tracked is 5.2%.

Is Goodyear Tire & Rubber spending more on advertising?

Yes. Ad spend rose 10.7% in fiscal 2025 from fiscal 2024.

How does Goodyear Tire & Rubber rank by advertising spend?

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

What does Goodyear Tire & Rubber's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 10, 2026
Accession number
0001628280-26-006708
Company
GOODYEAR TIRE & RUBBER CO /OH/, CIK 42582, SIC 3011 (Tires & Inner Tubes)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Goodyear Tire & Rubber advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 10, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/goodyear-tire-rubber/advertising-spend/
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