Jack in the Box advertising spend, FY2025

Jack in the Box (JACK) reported $244M of advertising expense for the fiscal year ended Sep 28, 2025. That is 16.6% of revenue of $1.5B. Down 6.0% from FY2024.

Ad spend, FY2025
$244M
year ended Sep 28, 2025
Change vs prior year
-6.0%
vs FY2024
Share of revenue
16.6%
of $1.5B revenue
Rank by ad spend
#197
of 336 companies

Key facts

  • Ad spend is 4.1x its FY2015 level ($59.6M), faster than revenue (1.0x).
  • The highest year on file is FY2024 at $259M; FY2025 is 6% below it.
  • Largest increase +518.4% in FY2019; largest cut -30.9% in FY2016.
  • Ad spend is 16.6% of revenue, down from 17.7% in FY2020.
  • Jack in the Box spends more on advertising than 41% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.2x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-09-27): $100M 2009 FY2010 (ended 2010-10-03): $89.8M FY2011 (ended 2011-10-02): $70.5M 2011 FY2014 (ended 2014-09-28): $60.6M FY2015 (ended 2015-09-27): $59.6M 2015 FY2016 (ended 2016-10-02): $41.2M FY2017 (ended 2017-10-01): $36.5M 2017 FY2018 (ended 2018-09-30): $28.8M FY2019 (ended 2019-09-29): $178M 2019 FY2020 (ended 2020-09-27): $181M FY2021 (ended 2021-10-03): $210M 2021 FY2022 (ended 2022-10-02): $218M FY2023 (ended 2023-10-01): $254M 2023 FY2024 (ended 2024-09-29): $259M FY2025 (ended 2025-09-28): $244M 2025 $244M

Ad spend as % of revenue

0% 5% 10% 15% 20% FY2009 (ended 2009-09-27): 4.1% 2009 FY2010 (ended 2010-10-03): 3.9% FY2011 (ended 2011-10-02): 4.3% 2011 FY2014 (ended 2014-09-28): 4.1% FY2015 (ended 2015-09-27): 3.9% 2015 FY2016 (ended 2016-10-02): 3.5% FY2017 (ended 2017-10-01): 3.3% 2017 FY2018 (ended 2018-09-30): 3.3% FY2019 (ended 2019-09-29): 18.7% 2019 FY2020 (ended 2020-09-27): 17.7% FY2021 (ended 2021-10-03): 18.4% 2021 FY2022 (ended 2022-10-02): 14.9% FY2023 (ended 2023-10-01): 15.0% 2023 FY2024 (ended 2024-09-29): 16.5% FY2025 (ended 2025-09-28): 16.6% 2025 16.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 28, 2025 $244M -6.0% $1.5B 16.6% AdvertisingExpense 10-K Nov 19, 2025
FY2024 Sep 29, 2024 $259M +2.2% $1.6B 16.5% AdvertisingExpense 10-K Nov 19, 2025
FY2023 Oct 1, 2023 $254M +16.2% $1.7B 15.0% AdvertisingExpense 10-K Nov 19, 2025
FY2022 Oct 2, 2022 $218M +3.8% $1.5B 14.9% AdvertisingExpense 10-K Nov 21, 2024
FY2021 Oct 3, 2021 $210M +16.3% $1.1B 18.4% AdvertisingExpense 10-K Nov 21, 2023
FY2020 Sep 27, 2020 $181M +1.5% $1B 17.7% AdvertisingExpense 10-K Nov 22, 2022
FY2019 Sep 29, 2019 $178M +518.4% $950M 18.7% AdvertisingExpense 10-K Nov 23, 2021
FY2018 Sep 30, 2018 $28.8M -21.1% $870M 3.3% MarketingAndAdvertisingExpense 10-K Nov 18, 2020
FY2017 Oct 1, 2017 $36.5M -11.4% $1.1B 3.3% MarketingAndAdvertisingExpense 10-K Nov 21, 2019
FY2016 Oct 2, 2016 $41.2M -30.9% $1.2B 3.5% MarketingAndAdvertisingExpense 10-K Nov 21, 2018
FY2015 Sep 27, 2015 $59.6M -1.6% $1.5B 3.9% MarketingAndAdvertisingExpense 10-K Nov 30, 2017
FY2014 Sep 28, 2014 $60.6M n/a $1.5B 4.1% MarketingAndAdvertisingExpense 10-K Nov 22, 2016
FY2011 Oct 2, 2011 $70.5M -21.5% $1.6B 4.3% MarketingAndAdvertisingExpense 10-K Nov 23, 2011
FY2010 Oct 3, 2010 $89.8M -10.2% $2.3B 3.9% MarketingAndAdvertisingExpense 10-K Nov 23, 2011
FY2009 Sep 27, 2009 $100M n/a $2.5B 4.1% MarketingAndAdvertisingExpense 10-K Nov 23, 2011

What the figure is

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

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Jack in the Box in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
194 United Airlines $250M 0.4% +6.4% FY2025
195 Oddity Tech $246M 30.3% +49.5% FY2025
196 Wix.com $244M 12.2% +38.8% FY2025
197 Jack in the Box $244M 16.6% -6.0% FY2025
198 Organon $240M 3.9% +16.5% FY2025
199 NRG Energy $239M 0.8% +11.2% FY2025
200 monday.com $238M 19.3% +8.9% FY2025

Full ranking of 336 companies · Biggest cuts #46 · Highest ad-to-revenue #44

Questions

How much does Jack in the Box spend on advertising?

Jack in the Box spent $244M on advertising in fiscal 2025, the year ended Sep 28, 2025, according to its 10-K filed Nov 19, 2025.

What percentage of revenue does Jack in the Box spend on advertising?

16.6% of revenue in fiscal 2025 ($244M of $1.5B). The median across the 336 companies tracked is 5.2%.

Is Jack in the Box spending more on advertising?

No. Ad spend fell 6.0% in fiscal 2025 from fiscal 2024.

How does Jack in the Box rank by advertising spend?

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

What does Jack in the Box's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Nov 19, 2025
Accession number
0000807882-25-000072
Company
JACK IN THE BOX INC, CIK 807882, SIC 5812 (Retail-Eating Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Jack in the Box advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 19, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/jack-in-the-box/advertising-spend/
Download
CSV, all years · CSV, all 336 companies