Groupon advertising spend, FY2025

Groupon (GRPN) reported $166M of advertising expense for the fiscal year ended Dec 31, 2025. That is 33.3% of revenue of $498M. Up 15.0% from FY2024.

Ad spend, FY2025
$166M
year ended Dec 31, 2025
Change vs prior year
+15.0%
vs FY2024
Share of revenue
33.3%
of $498M revenue
Rank by ad spend
#245
of 336 companies

Key facts

  • Ad spend is 31% below its FY2015 level ($241M); revenue is 83% lower.
  • The highest year on file is FY2011 at $768M; FY2025 is 78% below it.
  • Largest increase +164.5% in FY2011; largest cut -56.2% in FY2012.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 33.3% of revenue, up from 10.9% in FY2020.
  • Groupon spends more on advertising than 27% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 6.4x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2009 (ended 2009-12-31): $5.1K FY2010 (ended 2010-12-31): $291M 2010 FY2011 (ended 2011-12-31): $768M FY2012 (ended 2012-12-31): $337M FY2013 (ended 2013-12-31): $215M 2013 FY2014 (ended 2014-12-31): $242M FY2015 (ended 2015-12-31): $241M FY2016 (ended 2016-12-31): $352M 2016 FY2017 (ended 2017-12-31): $401M FY2018 (ended 2018-12-31): $396M FY2019 (ended 2019-12-31): $339M 2019 FY2020 (ended 2020-12-31): $155M FY2021 (ended 2021-12-31): $189M FY2022 (ended 2022-12-31): $149M 2022 FY2023 (ended 2023-12-31): $111M FY2024 (ended 2024-12-31): $144M FY2025 (ended 2025-12-31): $166M 2025 $166M

Ad spend as % of revenue

0% 25% 50% 75% 100% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): 92.9% 2010 FY2011 (ended 2011-12-31): 47.7% FY2012 (ended 2012-12-31): 14.4% FY2013 (ended 2013-12-31): 8.3% 2013 FY2014 (ended 2014-12-31): 8.0% FY2015 (ended 2015-12-31): 8.2% FY2016 (ended 2016-12-31): 11.7% 2016 FY2017 (ended 2017-12-31): 14.1% FY2018 (ended 2018-12-31): 15.0% FY2019 (ended 2019-12-31): 15.3% 2019 FY2020 (ended 2020-12-31): 10.9% FY2021 (ended 2021-12-31): 19.5% FY2022 (ended 2022-12-31): 24.9% 2022 FY2023 (ended 2023-12-31): 21.5% FY2024 (ended 2024-12-31): 29.3% FY2025 (ended 2025-12-31): 33.3% 2025 33.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $166M +15.0% $498M 33.3% MarketingExpense 10-K Mar 10, 2026
FY2024 Dec 31, 2024 $144M +30.5% $493M 29.3% MarketingExpense 10-K Mar 10, 2026
FY2023 Dec 31, 2023 $111M -26.0% $515M 21.5% MarketingExpense 10-K Mar 10, 2026
FY2022 Dec 31, 2022 $149M -20.9% $599M 24.9% MarketingExpense 10-K Mar 11, 2025
FY2021 Dec 31, 2021 $189M +22.2% $967M 19.5% MarketingExpense 10-K Mar 15, 2024
FY2020 Dec 31, 2020 $155M -54.5% $1.4B 10.9% MarketingExpense 10-K Mar 16, 2023
FY2019 Dec 31, 2019 $339M -14.2% $2.2B 15.3% MarketingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $396M -1.3% $2.6B 15.0% MarketingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $401M +13.8% $2.8B 14.1% MarketingExpense 10-K Feb 18, 2020
FY2016 Dec 31, 2016 $352M +45.9% $3B 11.7% MarketingExpense 10-K Feb 12, 2019
FY2015 Dec 31, 2015 $241M -0.3% $3B 8.2% MarketingExpense 10-K Feb 14, 2018
FY2014 Dec 31, 2014 $242M +12.6% $3B 8.0% MarketingExpense 10-K Feb 15, 2017
FY2013 Dec 31, 2013 $215M -36.2% $2.6B 8.3% MarketingExpense 10-K Feb 12, 2016
FY2012 Dec 31, 2012 $337M -56.2% $2.3B 14.4% MarketingExpense 10-K Feb 13, 2015
FY2011 Dec 31, 2011 $768M +164.5% $1.6B 47.7% MarketingExpense 10-K Feb 21, 2014
FY2010 Dec 31, 2010 $291M +5750325.5% $313M 92.9% MarketingExpense 10-K Feb 27, 2013
FY2009 Dec 31, 2009 $5.1K n/a n/a n/a MarketingExpense 10-K Mar 30, 2012

What the figure is

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
243 Papa John's $168M 8.2% +2.0% FY2025
244 Axsome Therapeutics $167M 26.2% +65.1% FY2025
245 Groupon $166M 33.3% +15.0% FY2025
246 Zillow Group $165M 6.4% -5.7% FY2025
247 Rush Street Interactive $165M 14.5% +3.8% FY2025
248 Caleres $165M 6.0% +10.0% FY2026
249 New York Times $165M 5.8% +7.9% FY2025

Full ranking of 336 companies · Biggest increases #93 · Highest ad-to-revenue #9

Questions

How much does Groupon spend on advertising?

Groupon spent $166M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 10, 2026.

What percentage of revenue does Groupon spend on advertising?

33.3% of revenue in fiscal 2025 ($166M of $498M). The median across the 336 companies tracked is 5.2%.

Is Groupon spending more on advertising?

Yes. Ad spend rose 15.0% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Groupon rank by advertising spend?

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

What does Groupon's advertising figure include?

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Source

Filing
10-K for FY2025, filed Mar 10, 2026
Accession number
0001628280-26-016429
Company
Groupon, Inc., CIK 1490281, SIC 7311 (Services-Advertising Agencies)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Groupon advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 10, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/groupon/advertising-spend/
Download
CSV, all years · CSV, all 336 companies