Happen advertising spend, FY2025
Happen (HAPN) reported $149M of advertising expense for the fiscal year ended Dec 31, 2025. That is 14.9% of revenue of $999M. Up 48.6% from FY2024.
Key facts
- Ad spend is 2.9x its FY2020 level ($51.5M), slower than revenue (3.1x).
- The highest year on file is FY2019 at $235M; FY2025 is 37% below it.
- Largest increase +203.1% in FY2021; largest cut -78.1% in FY2020.
- Ad spend has risen 2 years in a row.
- Ad spend is 14.9% of revenue, down from 16.2% in FY2020.
- Happen spends more on advertising than 22% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.9x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $149M | +48.6% | $999M | 14.9% | MarketingExpense | 10-K Feb 12, 2026 |
| FY2024 | Dec 31, 2024 | $100M | +7.0% | $787M | 12.8% | MarketingExpense | 10-K Feb 12, 2026 |
| FY2023 | Dec 31, 2023 | $93.8M | -52.5% | $865M | 10.9% | MarketingExpense | 10-K Feb 12, 2026 |
| FY2022 | Dec 31, 2022 | $198M | +26.6% | $1.2B | 16.7% | MarketingExpense | 10-K Feb 13, 2025 |
| FY2021 | Dec 31, 2021 | $156M | +203.1% | $819M | 19.1% | MarketingExpense | 10-K Feb 16, 2024 |
| FY2020 | Dec 31, 2020 | $51.5M | -78.1% | $318M | 16.2% | MarketingExpense | 10-K Feb 9, 2023 |
| FY2019 | Dec 31, 2019 | $235M | n/a | $759M | 31.0% | MarketingExpense | 10-K Feb 11, 2022 |
| FY2012 | Mar 31, 2012 | $3.3M | n/a | $16.2M | 20.4% | AdvertisingExpense | 10-K Apr 1, 2013 |
What the figure is
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media. Revenue is net of interest expense.
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 Happen in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 262 | Bread Financial | $150M | 3.9% | +2.0% | FY2025 |
| 263 | Happen | $149M | 14.9% | +48.6% | FY2025 |
| 264 | Prestige Consumer Healthcare | $149M | 13.7% | -4.5% | FY2026 |
| 265 | La-Z-Boy | $148M | 7.0% | -0.9% | FY2026 |
| 266 | Post Holdings | $148M | 1.8% | -21.4% | FY2025 |
| 267 | Hormel Foods | $148M | 1.2% | -9.4% | FY2025 |
| 268 | loanDepot | $147M | 12.3% | +10.6% | FY2025 |
Questions
How much does Happen spend on advertising?
Happen spent $149M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.
What percentage of revenue does Happen spend on advertising?
14.9% of revenue in fiscal 2025 ($149M of $999M). The median across the 336 companies tracked is 5.2%.
Is Happen spending more on advertising?
Yes. Ad spend rose 48.6% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.
How does Happen rank by advertising spend?
#263 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Happen'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 Feb 12, 2026
- Accession number
0001409970-26-000018- Company
- Happen, Inc., CIK 1409970, SIC 6141 (Personal Credit Institutions)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Happen advertising spend, FY2012-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/happen/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies