Intuit advertising spend, FY2026

Intuit (INTU) reported $2.2B of advertising expense for the fiscal year ended Jul 31, 2026. That is 10.3% of revenue of $21.4B. Up 4.8% from FY2025.

Ad spend, FY2026
$2.2B
year ended Jul 31, 2026
Change vs prior year
+4.8%
vs FY2025
Share of revenue
10.3%
of $21.4B revenue
Rank by ad spend
#31
of 336 companies

Key facts

  • Ad spend is 5.6x its FY2016 level ($394M), faster than revenue (4.6x).
  • FY2026 is the highest year on file, going back to FY2008.
  • Largest increase +117.5% in FY2015; largest cut -14.8% in FY2012.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 10.3% of revenue, down from 11.4% in FY2021.
  • Intuit spends more on advertising than 91% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.0x the median of 5.2%.

Ad spend by fiscal year

$0 $1B $2B $3B FY2008 (ended 2008-07-31): $121M 2008 FY2009 (ended 2009-07-31): $142M FY2010 (ended 2010-07-31): $153M FY2011 (ended 2011-07-31): $176M 2011 FY2012 (ended 2012-07-31): $150M FY2013 (ended 2013-07-31): $182M FY2014 (ended 2014-07-31): $171M 2014 FY2015 (ended 2015-07-31): $372M FY2016 (ended 2016-07-31): $394M FY2017 (ended 2017-07-31): $480M 2017 FY2018 (ended 2018-07-31): $615M FY2019 (ended 2019-07-31): $800M FY2020 (ended 2020-07-31): $778M 2020 FY2021 (ended 2021-07-31): $1.1B FY2022 (ended 2022-07-31): $1.6B FY2023 (ended 2023-07-31): $1.5B 2023 FY2024 (ended 2024-07-31): $1.7B FY2025 (ended 2025-07-31): $2.1B FY2026 (ended 2026-07-31): $2.2B 2026 $2.2B

Ad spend as % of revenue

0% 5% 10% 15% FY2008 (ended 2008-07-31): 4.0% 2008 FY2009 (ended 2009-07-31): 4.6% FY2010 (ended 2010-07-31): 4.5% FY2011 (ended 2011-07-31): 5.1% 2011 FY2012 (ended 2012-07-31): 3.9% FY2013 (ended 2013-07-31): 4.6% FY2014 (ended 2014-07-31): 4.0% 2014 FY2015 (ended 2015-07-31): 8.9% FY2016 (ended 2016-07-31): 8.4% FY2017 (ended 2017-07-31): 9.2% 2017 FY2018 (ended 2018-07-31): 10.2% FY2019 (ended 2019-07-31): 11.8% FY2020 (ended 2020-07-31): 10.1% 2020 FY2021 (ended 2021-07-31): 11.4% FY2022 (ended 2022-07-31): 12.6% FY2023 (ended 2023-07-31): 10.4% 2023 FY2024 (ended 2024-07-31): 10.4% FY2025 (ended 2025-07-31): 11.2% FY2026 (ended 2026-07-31): 10.3% 2026 10.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jul 31, 2026 $2.2B +4.8% $21.4B 10.3% AdvertisingExpense 10-K Sep 9, 2026
FY2025 Jul 31, 2025 $2.1B +23.5% $18.8B 11.2% AdvertisingExpense 10-K Sep 9, 2026
FY2024 Jul 31, 2024 $1.7B +13.3% $16.3B 10.4% AdvertisingExpense 10-K Sep 9, 2026
FY2023 Jul 31, 2023 $1.5B -6.3% $14.4B 10.4% AdvertisingExpense 10-K Sep 3, 2025
FY2022 Jul 31, 2022 $1.6B +45.5% $12.7B 12.6% AdvertisingExpense 10-K Sep 4, 2024
FY2021 Jul 31, 2021 $1.1B +41.4% $9.6B 11.4% AdvertisingExpense 10-K Sep 1, 2023
FY2020 Jul 31, 2020 $778M -2.7% $7.7B 10.1% AdvertisingExpense 10-K Sep 2, 2022
FY2019 Jul 31, 2019 $800M +30.1% $6.8B 11.8% AdvertisingExpense 10-K Sep 8, 2021
FY2018 Jul 31, 2018 $615M +28.1% $6B 10.2% AdvertisingExpense 10-K Aug 31, 2020
FY2017 Jul 31, 2017 $480M +21.8% $5.2B 9.2% AdvertisingExpense 10-K Aug 30, 2019
FY2016 Jul 31, 2016 $394M +5.9% $4.7B 8.4% AdvertisingExpense 10-K Aug 31, 2018
FY2015 Jul 31, 2015 $372M +117.5% $4.2B 8.9% AdvertisingExpense 10-K Sep 1, 2017
FY2014 Jul 31, 2014 $171M -6.0% $4.2B 4.0% AdvertisingExpense 10-K Sep 1, 2016
FY2013 Jul 31, 2013 $182M +21.3% $3.9B 4.6% AdvertisingExpense 10-K Sep 1, 2015
FY2012 Jul 31, 2012 $150M -14.8% $3.8B 3.9% AdvertisingExpense 10-K Sep 12, 2014
FY2011 Jul 31, 2011 $176M +15.0% $3.4B 5.1% AdvertisingExpense 10-K Sep 13, 2013
FY2010 Jul 31, 2010 $153M +7.7% $3.4B 4.5% AdvertisingExpense 10-K Sep 13, 2012
FY2009 Jul 31, 2009 $142M +17.4% $3.1B 4.6% AdvertisingExpense 10-K Sep 14, 2011
FY2008 Jul 31, 2008 $121M n/a $3B 4.0% AdvertisingExpense 10-K Sep 16, 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 Intuit in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
28 Merck $2.3B 3.5% -4.2% FY2025
29 Bank of America $2.2B 1.9% +12.7% FY2025
30 Baidu $2.2B 11.9% +15.8% FY2025
31 Intuit $2.2B 10.3% +4.8% FY2026
32 Uber $2.2B 4.2% +15.8% FY2025
33 AbbVie $2.1B 3.4% 0.0% FY2025
34 Meta $2.1B 1.0% +1.5% FY2025

Full ranking of 336 companies · Biggest increases #183

Questions

How much does Intuit spend on advertising?

Intuit spent $2.2B on advertising in fiscal 2026, the year ended Jul 31, 2026, according to its 10-K filed Sep 9, 2026.

What percentage of revenue does Intuit spend on advertising?

10.3% of revenue in fiscal 2026 ($2.2B of $21.4B). The median across the 336 companies tracked is 5.2%.

Is Intuit spending more on advertising?

Yes. Ad spend rose 4.8% in fiscal 2026 from fiscal 2025. It has risen 3 years in a row.

How does Intuit rank by advertising spend?

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

What does Intuit's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Sep 9, 2026
Accession number
0000896878-26-000037
Company
INTUIT INC., CIK 896878, SIC 7372 (Services-Prepackaged Software)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Intuit advertising spend, FY2008-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Sep 9, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/intuit/advertising-spend/
Download
CSV, all years · CSV, all 336 companies