H&R Block advertising spend, FY2026

H&R Block (HRB) reported $278M of advertising expense for the fiscal year ended Jun 30, 2026. That is 7.0% of revenue of $3.9B. Down 2.8% from FY2025.

Ad spend, FY2026
$278M
year ended Jun 30, 2026
Change vs prior year
-2.8%
vs FY2025
Share of revenue
7.0%
of $3.9B revenue
Rank by ad spend
#179
of 336 companies

Key facts

  • Ad spend is 7% below its FY2016 level ($298M), while revenue grew 1.3x.
  • The highest year on file is FY2016 at $298M; FY2026 is 7% below it.
  • Largest increase +14.6% in FY2015; largest cut -12.3% in FY2017.
  • Ad spend is 7.0% of revenue, down from 7.7% in FY2021.
  • H&R Block spends more on advertising than 47% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.4x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-04-30): $249M FY2010 (ended 2010-04-30): $236M FY2011 (ended 2011-04-30): $243M 2011 FY2012 (ended 2012-04-30): $279M FY2013 (ended 2013-04-30): $271M FY2014 (ended 2014-04-30): $239M 2014 FY2015 (ended 2015-04-30): $274M FY2016 (ended 2016-04-30): $298M FY2017 (ended 2017-04-30): $261M 2017 FY2018 (ended 2018-04-30): $249M FY2019 (ended 2019-04-30): $270M FY2020 (ended 2020-04-30): $255M 2020 FY2021 (ended 2021-04-30): $262M FY2022 (ended 2022-06-30): $284M FY2023 (ended 2023-06-30): $286M 2023 FY2024 (ended 2024-06-30): $278M FY2025 (ended 2025-06-30): $286M FY2026 (ended 2026-06-30): $278M 2026 $278M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2009 (ended 2009-04-30): 6.1% FY2010 (ended 2010-04-30): 7.8% FY2011 (ended 2011-04-30): 8.3% 2011 FY2012 (ended 2012-04-30): 9.6% FY2013 (ended 2013-04-30): 9.3% FY2014 (ended 2014-04-30): 7.9% 2014 FY2015 (ended 2015-04-30): 8.9% FY2016 (ended 2016-04-30): 9.8% FY2017 (ended 2017-04-30): 8.6% 2017 FY2018 (ended 2018-04-30): 7.9% FY2019 (ended 2019-04-30): 8.7% FY2020 (ended 2020-04-30): 9.7% 2020 FY2021 (ended 2021-04-30): 7.7% FY2022 (ended 2022-06-30): 8.2% FY2023 (ended 2023-06-30): 8.2% 2023 FY2024 (ended 2024-06-30): 7.7% FY2025 (ended 2025-06-30): 7.6% FY2026 (ended 2026-06-30): 7.0% 2026 7.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jun 30, 2026 $278M -2.8% $3.9B 7.0% MarketingAndAdvertisingExpense 10-K Aug 14, 2026
FY2025 Jun 30, 2025 $286M +2.9% $3.8B 7.6% MarketingAndAdvertisingExpense 10-K Aug 14, 2026
FY2024 Jun 30, 2024 $278M -3.0% $3.6B 7.7% MarketingAndAdvertisingExpense 10-K Aug 14, 2026
FY2023 Jun 30, 2023 $286M +0.7% $3.5B 8.2% MarketingAndAdvertisingExpense 10-K Aug 15, 2025
FY2022 Jun 30, 2022 $284M +8.5% $3.5B 8.2% MarketingAndAdvertisingExpense 10-K Aug 17, 2023
FY2021 Apr 30, 2021 $262M +2.7% $3.4B 7.7% MarketingAndAdvertisingExpense 10-K Aug 17, 2023
FY2020 Apr 30, 2020 $255M -5.4% $2.6B 9.7% MarketingAndAdvertisingExpense 10-K Aug 16, 2022
FY2019 Apr 30, 2019 $270M +8.3% $3.1B 8.7% MarketingAndAdvertisingExpense 10-K Jun 15, 2021
FY2018 Apr 30, 2018 $249M -4.7% $3.2B 7.9% MarketingAndAdvertisingExpense 10-K Jun 17, 2020
FY2017 Apr 30, 2017 $261M -12.3% $3B 8.6% MarketingAndAdvertisingExpense 10-K Jun 14, 2019
FY2016 Apr 30, 2016 $298M +8.8% $3B 9.8% MarketingAndAdvertisingExpense 10-K Jun 15, 2018
FY2015 Apr 30, 2015 $274M +14.6% $3.1B 8.9% MarketingAndAdvertisingExpense 10-K Jun 16, 2017
FY2014 Apr 30, 2014 $239M -11.8% $3B 7.9% MarketingAndAdvertisingExpense 10-K Jun 17, 2016
FY2013 Apr 30, 2013 $271M -2.9% $2.9B 9.3% AdvertisingExpense 10-K Jun 26, 2013
FY2012 Apr 30, 2012 $279M +14.6% $2.9B 9.6% AdvertisingExpense 10-K Jun 26, 2013
FY2011 Apr 30, 2011 $243M +3.1% $2.9B 8.3% AdvertisingExpense 10-K Jun 26, 2013
FY2010 Apr 30, 2010 $236M -5.3% $3B 7.8% AdvertisingExpense 10-K Jun 26, 2012
FY2009 Apr 30, 2009 $249M n/a $4.1B 6.1% AdvertisingExpense 10-K Jun 23, 2011

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to H&R Block in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
176 Capri $285M 8.2% -4.4% FY2026
177 CarMax $284M 1.1% +8.6% FY2026
178 Conagra Brands $279M 2.5% +6.2% FY2026
179 H&R Block $278M 7.0% -2.8% FY2026
180 Whirlpool $276M 1.8% +4.5% FY2025
181 Robinhood Markets $274M 6.1% +53.1% FY2025
182 GoDaddy $274M 5.5% +8.7% FY2025

Full ranking of 336 companies · Biggest cuts #69

Questions

How much does H&R Block spend on advertising?

H&R Block spent $278M on advertising in fiscal 2026, the year ended Jun 30, 2026, according to its 10-K filed Aug 14, 2026.

What percentage of revenue does H&R Block spend on advertising?

7.0% of revenue in fiscal 2026 ($278M of $3.9B). The median across the 336 companies tracked is 5.2%.

Is H&R Block spending more on advertising?

No. Ad spend fell 2.8% in fiscal 2026 from fiscal 2025.

How does H&R Block rank by advertising spend?

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

What does H&R Block's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Aug 14, 2026
Accession number
0000012659-26-000026
Company
H&R BLOCK INC, CIK 12659, SIC 7200 (Services-Personal Services)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
H&R Block advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Aug 14, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/h-r-block/advertising-spend/
Download
CSV, all years · CSV, all 336 companies