Hertz Global advertising spend, FY2025
Hertz Global (HTZ) reported $230M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.7% of revenue of $8.5B. Down 12.9% from FY2024.
Key facts
- Ad spend is 1.4x its FY2015 level ($167M), faster than revenue (0.9x).
- The highest year on file is FY2019 at $318M; FY2025 is 28% below it.
- Largest increase +51.2% in FY2021; largest cut -59.4% in FY2020.
- Ad spend has fallen 2 years in a row.
- Ad spend is 2.7% of revenue, up from 2.5% in FY2020.
- Hertz Global spends more on advertising than 38% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below 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 | $230M | -12.9% | $8.5B | 2.7% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2024 | Dec 31, 2024 | $264M | -7.4% | $9B | 2.9% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2023 | Dec 31, 2023 | $285M | +8.8% | $9.4B | 3.0% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2022 | Dec 31, 2022 | $262M | +34.4% | $8.7B | 3.0% | AdvertisingExpense | 10-K Feb 18, 2025 |
| FY2021 | Dec 31, 2021 | $195M | +51.2% | $7.3B | 2.7% | AdvertisingExpense | 10-K Feb 12, 2024 |
| FY2020 | Dec 31, 2020 | $129M | -59.4% | $5.3B | 2.5% | AdvertisingExpense | 10-K Feb 7, 2023 |
| FY2019 | Dec 31, 2019 | $318M | +33.6% | $9.8B | 3.3% | AdvertisingExpense | 10-K Feb 23, 2022 |
| FY2018 | Dec 31, 2018 | $238M | +24.6% | $9.5B | 2.5% | AdvertisingExpense | 10-K Feb 26, 2021 |
| FY2017 | Dec 31, 2017 | $191M | +20.1% | $8.8B | 2.2% | AdvertisingExpense | 10-K Feb 25, 2020 |
| FY2016 | Dec 31, 2016 | $159M | -4.8% | $8.8B | 1.8% | AdvertisingExpense | 10-K Feb 25, 2019 |
| FY2015 | Dec 31, 2015 | $167M | -14.8% | $9B | 1.9% | AdvertisingExpense | 10-K Feb 27, 2018 |
| FY2014 | Dec 31, 2014 | $196M | n/a | $9.5B | 2.1% | AdvertisingExpense | 10-K Mar 6, 2017 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Hertz Global in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 205 | 3M | $233M | 0.9% | +7.9% | FY2025 |
| 206 | Fortune Brands Innovations | $233M | 5.2% | -1.2% | FY2025 |
| 207 | Vivid Seats | $231M | 51.3% | -18.8% | FY2025 |
| 208 | 1-800-Flowers.com | $231M | 15.3% | -19.4% | FY2026 |
| 209 | Hertz Global | $230M | 2.7% | -12.9% | FY2025 |
| 210 | Grand Canyon Education | $229M | 20.7% | +7.9% | FY2025 |
| 211 | Garmin | $229M | 3.2% | +19.3% | FY2025 |
Questions
How much does Hertz Global spend on advertising?
Hertz Global spent $230M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.
What percentage of revenue does Hertz Global spend on advertising?
2.7% of revenue in fiscal 2025 ($230M of $8.5B). The median across the 336 companies tracked is 5.2%.
Is Hertz Global spending more on advertising?
No. Ad spend fell 12.9% in fiscal 2025 from fiscal 2024. It has fallen 2 years in a row.
How does Hertz Global rank by advertising spend?
#209 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Hertz Global's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 26, 2026
- Accession number
0001657853-26-000008- Company
- HERTZ GLOBAL HOLDINGS, INC, CIK 1657853, SIC 7510 (Services-Auto Rental & Leasing (No Drivers))
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Hertz Global advertising spend, FY2014-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/hertz-global-holdings/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies