IBM advertising spend, FY2025

IBM (IBM) reported $1.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.7% of revenue of $67.5B. Down 3.8% from FY2024.

Ad spend, FY2025
$1.1B
year ended Dec 31, 2025
Change vs prior year
-3.8%
vs FY2024
Share of revenue
1.7%
of $67.5B revenue
Rank by ad spend
#56
of 336 companies

Key facts

  • Ad spend is 12% below its FY2015 level ($1.3B); revenue is 17% lower.
  • The highest year on file is FY2019 at $1.6B; FY2025 is 29% below it.
  • Largest increase +8.9% in FY2017; largest cut -7.0% in FY2023.
  • Ad spend has fallen 6 years in a row.
  • Ad spend is 1.7% of revenue, down from 2.7% in FY2020.
  • IBM spends more on advertising than 84% 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 $2B FY2008 (ended 2008-12-31): $1.3B FY2009 (ended 2009-12-31): $1.3B FY2010 (ended 2010-12-31): $1.3B 2010 FY2011 (ended 2011-12-31): $1.4B FY2012 (ended 2012-12-31): $1.3B FY2013 (ended 2013-12-31): $1.3B 2013 FY2014 (ended 2014-12-31): $1.3B FY2015 (ended 2015-12-31): $1.3B FY2016 (ended 2016-12-31): $1.3B 2016 FY2017 (ended 2017-12-31): $1.4B FY2018 (ended 2018-12-31): $1.5B FY2019 (ended 2019-12-31): $1.6B 2019 FY2020 (ended 2020-12-31): $1.5B FY2021 (ended 2021-12-31): $1.4B FY2022 (ended 2022-12-31): $1.3B 2022 FY2023 (ended 2023-12-31): $1.2B FY2024 (ended 2024-12-31): $1.2B FY2025 (ended 2025-12-31): $1.1B 2025 $1.1B

Ad spend as % of revenue

0% 1% 2% 3% FY2008 (ended 2008-12-31): 1.2% FY2009 (ended 2009-12-31): 1.3% FY2010 (ended 2010-12-31): 1.3% 2010 FY2011 (ended 2011-12-31): 1.3% FY2012 (ended 2012-12-31): 1.3% FY2013 (ended 2013-12-31): 1.3% 2013 FY2014 (ended 2014-12-31): 1.4% FY2015 (ended 2015-12-31): 1.6% FY2016 (ended 2016-12-31): 1.7% 2016 FY2017 (ended 2017-12-31): 1.8% FY2018 (ended 2018-12-31): 1.8% FY2019 (ended 2019-12-31): 2.8% 2019 FY2020 (ended 2020-12-31): 2.7% FY2021 (ended 2021-12-31): 2.5% FY2022 (ended 2022-12-31): 2.2% 2022 FY2023 (ended 2023-12-31): 2.0% FY2024 (ended 2024-12-31): 1.9% FY2025 (ended 2025-12-31): 1.7% 2025 1.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1.1B -3.8% $67.5B 1.7% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2024 Dec 31, 2024 $1.2B -5.2% $62.8B 1.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2023 Dec 31, 2023 $1.2B -7.0% $61.9B 2.0% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2022 Dec 31, 2022 $1.3B -5.9% $60.5B 2.2% MarketingAndAdvertisingExpense 10-K Feb 25, 2025
FY2021 Dec 31, 2021 $1.4B -6.4% $57.4B 2.5% MarketingAndAdvertisingExpense 10-K Feb 26, 2024
FY2020 Dec 31, 2020 $1.5B -5.2% $55.2B 2.7% MarketingAndAdvertisingExpense 10-K Feb 28, 2023
FY2019 Dec 31, 2019 $1.6B +8.5% $57.7B 2.8% MarketingAndAdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 31, 2018 $1.5B +1.5% $79.6B 1.8% MarketingAndAdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $1.4B +8.9% $79.1B 1.8% MarketingAndAdvertisingExpense 10-K Feb 25, 2020
FY2016 Dec 31, 2016 $1.3B +2.9% $79.9B 1.7% MarketingAndAdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 31, 2015 $1.3B -1.3% $81.7B 1.6% MarketingAndAdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 31, 2014 $1.3B +1.0% $92.8B 1.4% MarketingAndAdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $1.3B -3.4% $98.4B 1.3% MarketingAndAdvertisingExpense 10-K Feb 23, 2016
FY2012 Dec 31, 2012 $1.3B -2.5% $103B 1.3% MarketingAndAdvertisingExpense 10-K Feb 24, 2015
FY2011 Dec 31, 2011 $1.4B +2.7% $107B 1.3% MarketingAndAdvertisingExpense 10-K Feb 25, 2014
FY2010 Dec 31, 2010 $1.3B +6.5% $99.9B 1.3% MarketingAndAdvertisingExpense 10-K Feb 26, 2013
FY2009 Dec 31, 2009 $1.3B -0.3% $95.8B 1.3% MarketingAndAdvertisingExpense 10-K Feb 28, 2012
FY2008 Dec 31, 2008 $1.3B n/a $104B 1.2% MarketingAndAdvertisingExpense 10-K Feb 22, 2011

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
56 IBM $1.1B 1.7% -3.8% FY2025
57 DraftKings $1.1B 18.6% +7.2% FY2025
58 Coupang $1.1B 3.2% +16.2% FY2025
59 Molson Coors Beverage $1.1B 8.4% 0.0% FY2025
60 Citigroup $1.1B 1.3% -1.4% FY2025
61 Wells Fargo $1.1B 1.3% +25.9% FY2025
62 Rocket Companies $1.1B 16.3% +32.0% FY2025

Full ranking of 336 companies · Biggest cuts #64

Questions

How much does IBM spend on advertising?

IBM spent $1.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 24, 2026.

What percentage of revenue does IBM spend on advertising?

1.7% of revenue in fiscal 2025 ($1.1B of $67.5B). The median across the 336 companies tracked is 5.2%.

Is IBM spending more on advertising?

No. Ad spend fell 3.8% in fiscal 2025 from fiscal 2024. It has fallen 6 years in a row.

How does IBM rank by advertising spend?

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

What does IBM's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 24, 2026
Accession number
0000051143-26-000010
Company
INTERNATIONAL BUSINESS MACHINES CORP, CIK 51143, SIC 3570 (Computer & office Equipment)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
IBM advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 24, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/international-business-machines/advertising-spend/
Download
CSV, all years · CSV, all 336 companies