Illinois Tool Works advertising spend, FY2025

Illinois Tool Works (ITW) reported $62M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.4% of revenue of $16B. Up 6.9% from FY2024.

Ad spend, FY2025
$62M
year ended Dec 31, 2025
Change vs prior year
+6.9%
vs FY2024
Share of revenue
0.4%
of $16B revenue
Rank by ad spend
#422
of 458 companies

Key facts

  • Ad spend is 1.1x its FY2015 level ($58M), slower than revenue (1.2x).
  • The highest year on file is FY2008 at $107M; FY2025 is 42% below it.
  • Largest increase +16.3% in FY2021; largest cut -41.1% in FY2009.
  • Ad spend is 0.4% of revenue, about the same as 0.3% in FY2020.
  • Illinois Tool Works spends more on advertising than 7% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2008 (ended 2008-12-31): $107M FY2009 (ended 2009-12-31): $63.3M FY2010 (ended 2010-12-31): $72M 2010 FY2011 (ended 2011-12-31): $82M FY2012 (ended 2012-12-31): $78M FY2013 (ended 2013-12-31): $67M 2013 FY2014 (ended 2014-12-31): $66M FY2015 (ended 2015-12-31): $58M FY2016 (ended 2016-12-31): $58M 2016 FY2017 (ended 2017-12-31): $53M FY2018 (ended 2018-12-31): $50M FY2019 (ended 2019-12-31): $48M 2019 FY2020 (ended 2020-12-31): $43M FY2021 (ended 2021-12-31): $50M FY2022 (ended 2022-12-31): $57M 2022 FY2023 (ended 2023-12-31): $60M FY2024 (ended 2024-12-31): $58M FY2025 (ended 2025-12-31): $62M 2025 $62M

Ad spend as % of revenue

0.0% 0.2% 0.4% 0.6% 0.8% FY2008 (ended 2008-12-31): 0.6% FY2009 (ended 2009-12-31): 0.5% FY2010 (ended 2010-12-31): 0.5% 2010 FY2011 (ended 2011-12-31): 0.6% FY2012 (ended 2012-12-31): 0.5% FY2013 (ended 2013-12-31): 0.5% 2013 FY2014 (ended 2014-12-31): 0.5% FY2015 (ended 2015-12-31): 0.4% FY2016 (ended 2016-12-31): 0.4% 2016 FY2017 (ended 2017-12-31): 0.4% FY2018 (ended 2018-12-31): 0.3% FY2019 (ended 2019-12-31): 0.3% 2019 FY2020 (ended 2020-12-31): 0.3% FY2021 (ended 2021-12-31): 0.3% FY2022 (ended 2022-12-31): 0.4% 2022 FY2023 (ended 2023-12-31): 0.4% FY2024 (ended 2024-12-31): 0.4% FY2025 (ended 2025-12-31): 0.4% 2025 0.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $62M +6.9% $16B 0.4% AdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $58M -3.3% $15.9B 0.4% AdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $60M +5.3% $16.1B 0.4% AdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $57M +14.0% $15.9B 0.4% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $50M +16.3% $14.5B 0.3% AdvertisingExpense 10-K Feb 9, 2024
FY2020 Dec 31, 2020 $43M -10.4% $12.6B 0.3% AdvertisingExpense 10-K Feb 10, 2023
FY2019 Dec 31, 2019 $48M -4.0% $14.1B 0.3% AdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $50M -5.7% $14.8B 0.3% AdvertisingExpense 10-K Feb 12, 2021
FY2017 Dec 31, 2017 $53M -8.6% $14.3B 0.4% AdvertisingExpense 10-K Feb 14, 2020
FY2016 Dec 31, 2016 $58M 0.0% $13.6B 0.4% AdvertisingExpense 10-K Feb 15, 2019
FY2015 Dec 31, 2015 $58M -12.1% $13.4B 0.4% AdvertisingExpense 10-K Feb 15, 2018
FY2014 Dec 31, 2014 $66M -1.5% $14.5B 0.5% AdvertisingExpense 10-K Feb 10, 2017
FY2013 Dec 31, 2013 $67M -14.1% $14.1B 0.5% AdvertisingExpense 10-K Feb 12, 2016
FY2012 Dec 31, 2012 $78M -4.9% $14.8B 0.5% AdvertisingExpense 10-K Feb 13, 2015
FY2011 Dec 31, 2011 $82M +13.9% $14.5B 0.6% AdvertisingExpense 10-K Feb 14, 2014
FY2010 Dec 31, 2010 $72M +13.8% $15.4B 0.5% AdvertisingExpense 10-K Feb 19, 2013
FY2009 Dec 31, 2009 $63.3M -41.1% $13.6B 0.5% AdvertisingExpense 10-K Feb 17, 2012
FY2008 Dec 31, 2008 $107M n/a $17.1B 0.6% AdvertisingExpense 10-K Feb 28, 2011

What the figure is

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

Compared with similar spenders

The 6 companies closest to Illinois Tool Works in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
420 Boot Barn $62.8M 2.8% +24.4% FY2026
421 Open Text $62.3M 1.2% -3.9% FY2026
422 Illinois Tool Works $62M 0.4% +6.9% FY2025
423 Phillips 66 $62M 0.05% +21.6% FY2025
424 Simply Good Foods $62M 4.6% -18.5% FY2026
425 Phathom Pharmaceuticals $61.3M 35.0% n/a FY2025
426 Trex $61M 5.2% +14.0% FY2025

Full ranking of 458 companies · Biggest increases #216 · Lowest ad-to-revenue #13

Questions

How much does Illinois Tool Works spend on advertising?

Illinois Tool Works spent $62M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does Illinois Tool Works spend on advertising?

0.4% of revenue in fiscal 2025 ($62M of $16B). The median across the 458 companies tracked is 4.6%.

Is Illinois Tool Works spending more on advertising?

Yes. Ad spend rose 6.9% in fiscal 2025 from fiscal 2024.

How does Illinois Tool Works rank by advertising spend?

#422 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Illinois Tool Works's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0000049826-26-000008
Company
ILLINOIS TOOL WORKS INC, CIK 49826, SIC 3560 (General Industrial Machinery & Equipment)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Illinois Tool Works advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/illinois-tool-works/advertising-spend/
Download
CSV, all years · CSV, all 458 companies