HP advertising spend, FY2025

HP (HPQ) reported $718M of advertising expense for the fiscal year ended Oct 31, 2025. That is 1.3% of revenue of $55.3B. Up 14.3% from FY2024.

Ad spend, FY2025
$718M
year ended Oct 31, 2025
Change vs prior year
+14.3%
vs FY2024
Share of revenue
1.3%
of $55.3B revenue
Rank by ad spend
#98
of 336 companies

Key facts

  • Ad spend is 1.1x its FY2015 level ($635M), faster than revenue (1.1x).
  • The highest year on file is FY2011 at $1.2B; FY2025 is 40% below it.
  • Largest increase +56.4% in FY2021; largest cut -30.0% in FY2009.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 1.3% of revenue, up from 0.9% in FY2020.
  • HP spends more on advertising than 71% 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 $500M $1B $1.5B FY2008 (ended 2008-10-31): $1B FY2009 (ended 2009-10-31): $700M FY2010 (ended 2010-10-31): $1B 2010 FY2011 (ended 2011-10-31): $1.2B FY2012 (ended 2012-10-31): $1B FY2013 (ended 2013-10-31): $867M 2013 FY2014 (ended 2014-10-31): $614M FY2015 (ended 2015-10-31): $635M FY2016 (ended 2016-10-31): $586M 2016 FY2017 (ended 2017-10-31): $544M FY2018 (ended 2018-10-31): $568M FY2019 (ended 2019-10-31): $652M 2019 FY2020 (ended 2020-10-31): $530M FY2021 (ended 2021-10-31): $829M FY2022 (ended 2022-10-31): $696M 2022 FY2023 (ended 2023-10-31): $611M FY2024 (ended 2024-10-31): $628M FY2025 (ended 2025-10-31): $718M 2025 $718M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2008 (ended 2008-10-31): 0.8% FY2009 (ended 2009-10-31): 0.6% FY2010 (ended 2010-10-31): 0.8% 2010 FY2011 (ended 2011-10-31): 0.9% FY2012 (ended 2012-10-31): 0.8% FY2013 (ended 2013-10-31): 0.8% 2013 FY2014 (ended 2014-10-31): 1.1% FY2015 (ended 2015-10-31): 1.2% FY2016 (ended 2016-10-31): 1.2% 2016 FY2017 (ended 2017-10-31): 1.0% FY2018 (ended 2018-10-31): 1.0% FY2019 (ended 2019-10-31): 1.1% 2019 FY2020 (ended 2020-10-31): 0.9% FY2021 (ended 2021-10-31): 1.3% FY2022 (ended 2022-10-31): 1.1% 2022 FY2023 (ended 2023-10-31): 1.1% FY2024 (ended 2024-10-31): 1.2% FY2025 (ended 2025-10-31): 1.3% 2025 1.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Oct 31, 2025 $718M +14.3% $55.3B 1.3% AdvertisingExpense 10-K Dec 10, 2025
FY2024 Oct 31, 2024 $628M +2.8% $53.6B 1.2% AdvertisingExpense 10-K Dec 10, 2025
FY2023 Oct 31, 2023 $611M -12.2% $53.7B 1.1% AdvertisingExpense 10-K Dec 10, 2025
FY2022 Oct 31, 2022 $696M -16.0% $62.9B 1.1% AdvertisingExpense 10-K Dec 13, 2024
FY2021 Oct 31, 2021 $829M +56.4% $63.5B 1.3% AdvertisingExpense 10-K Dec 18, 2023
FY2020 Oct 31, 2020 $530M -18.7% $56.6B 0.9% AdvertisingExpense 10-K/A Sep 11, 2023
FY2019 Oct 31, 2019 $652M +14.8% $58.8B 1.1% AdvertisingExpense 10-K Dec 9, 2021
FY2018 Oct 31, 2018 $568M +4.4% $58.5B 1.0% AdvertisingExpense 10-K Dec 10, 2020
FY2017 Oct 31, 2017 $544M -7.2% $52.1B 1.0% AdvertisingExpense 10-K Dec 12, 2019
FY2016 Oct 31, 2016 $586M -7.7% $48.2B 1.2% AdvertisingExpense 10-K Dec 13, 2018
FY2015 Oct 31, 2015 $635M +3.4% $51.5B 1.2% AdvertisingExpense 10-K/A Dec 15, 2017
FY2014 Oct 31, 2014 $614M -29.2% $56.7B 1.1% AdvertisingExpense 10-K Dec 15, 2016
FY2013 Oct 31, 2013 $867M -13.3% $112B 0.8% AdvertisingExpense 10-K Dec 16, 2015
FY2012 Oct 31, 2012 $1B -16.7% $120B 0.8% AdvertisingExpense 10-K Dec 18, 2014
FY2011 Oct 31, 2011 $1.2B +20.0% $127B 0.9% AdvertisingExpense 10-K Dec 30, 2013
FY2010 Oct 31, 2010 $1B +42.9% $126B 0.8% AdvertisingExpense 10-K Dec 27, 2012
FY2009 Oct 31, 2009 $700M -30.0% $115B 0.6% AdvertisingExpense 10-K Dec 14, 2011
FY2008 Oct 31, 2008 $1B n/a $118B 0.8% AdvertisingExpense 10-K Dec 15, 2010

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
97 Kohl's $725M 4.7% -7.9% FY2026
98 HP $718M 1.3% +14.3% FY2025
99 Church & Dwight $709M 11.4% +1.5% FY2025
100 US Bancorp $705M 2.5% +13.9% FY2025
101 Dell Technologies $700M 0.6% -12.5% FY2026
102 Royal Caribbean Cruises $693M 3.9% +13.2% FY2025
103 Somnigroup (Tempur Sealy) $692M 9.3% +47.0% FY2025

Full ranking of 336 companies · Biggest increases #95 · Lowest ad-to-revenue #43

Questions

How much does HP spend on advertising?

HP spent $718M on advertising in fiscal 2025, the year ended Oct 31, 2025, according to its 10-K filed Dec 10, 2025.

What percentage of revenue does HP spend on advertising?

1.3% of revenue in fiscal 2025 ($718M of $55.3B). The median across the 336 companies tracked is 5.2%.

Is HP spending more on advertising?

Yes. Ad spend rose 14.3% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does HP rank by advertising spend?

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

What does HP's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Dec 10, 2025
Accession number
0000047217-25-000071
Company
HP INC, CIK 47217, SIC 3570 (Computer & office Equipment)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
HP advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Dec 10, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/hp/advertising-spend/
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CSV, all years · CSV, all 336 companies