Jetblue Airways advertising spend, FY2025

Jetblue Airways (JBLU) reported $76M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.8% of revenue of $9.1B. Down 3.8% from FY2024.

Ad spend, FY2025
$76M
year ended Dec 31, 2025
Change vs prior year
-3.8%
vs FY2024
Share of revenue
0.8%
of $9.1B revenue
Rank by ad spend
#393
of 458 companies

Key facts

  • Ad spend is 1.1x its FY2015 level ($69M).
  • The highest year on file is FY2024 at $79M; FY2025 is 4% below it.
  • Largest increase +31.1% in FY2022; largest cut -31.8% in FY2020.
  • Ad spend is 0.8% of revenue, down from 1.5% in FY2020.
  • Jetblue Airways spends more on advertising than 14% 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 $20M $40M $60M $80M FY2009 (ended 2009-12-31): $53M FY2010 (ended 2010-12-31): $55M 2010 FY2011 (ended 2011-12-31): $57M FY2012 (ended 2012-12-31): $57M FY2013 (ended 2013-12-31): $61M 2013 FY2014 (ended 2014-12-31): $64M FY2015 (ended 2015-12-31): $69M FY2016 (ended 2016-12-31): $65M 2016 FY2017 (ended 2017-12-31): $66M FY2018 (ended 2018-12-31): $72M FY2019 (ended 2019-12-31): $66M 2019 FY2020 (ended 2020-12-31): $45M FY2021 (ended 2021-12-31): $45M FY2022 (ended 2022-12-31): $59M 2022 FY2023 (ended 2023-12-31): $66M FY2024 (ended 2024-12-31): $79M FY2025 (ended 2025-12-31): $76M 2025 $76M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% 2.0% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 1.0% 2016 FY2017 (ended 2017-12-31): 0.9% FY2018 (ended 2018-12-31): 0.9% FY2019 (ended 2019-12-31): 0.8% 2019 FY2020 (ended 2020-12-31): 1.5% FY2021 (ended 2021-12-31): 0.7% FY2022 (ended 2022-12-31): 0.6% 2022 FY2023 (ended 2023-12-31): 0.7% FY2024 (ended 2024-12-31): 0.9% FY2025 (ended 2025-12-31): 0.8% 2025 0.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $76M -3.8% $9.1B 0.8% AdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $79M +19.7% $9.3B 0.9% AdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $66M +11.9% $9.6B 0.7% AdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $59M +31.1% $9.2B 0.6% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $45M 0.0% $6B 0.7% AdvertisingExpense 10-K Feb 12, 2024
FY2020 Dec 31, 2020 $45M -31.8% $3B 1.5% AdvertisingExpense 10-K Feb 27, 2023
FY2019 Dec 31, 2019 $66M -8.3% $8.1B 0.8% AdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 31, 2018 $72M +9.1% $7.7B 0.9% AdvertisingExpense 10-K Mar 2, 2021
FY2017 Dec 31, 2017 $66M +1.5% $7B 0.9% AdvertisingExpense 10-K Feb 18, 2020
FY2016 Dec 31, 2016 $65M -5.8% $6.6B 1.0% AdvertisingExpense 10-K Feb 21, 2019
FY2015 Dec 31, 2015 $69M +7.8% n/a n/a AdvertisingExpense 10-K Feb 16, 2018
FY2014 Dec 31, 2014 $64M +4.9% n/a n/a AdvertisingExpense 10-K Feb 17, 2017
FY2013 Dec 31, 2013 $61M +7.0% n/a n/a AdvertisingExpense 10-K Feb 17, 2016
FY2012 Dec 31, 2012 $57M 0.0% n/a n/a AdvertisingExpense 10-K Feb 12, 2015
FY2011 Dec 31, 2011 $57M +3.6% n/a n/a AdvertisingExpense 10-K Feb 19, 2014
FY2010 Dec 31, 2010 $55M +3.8% n/a n/a AdvertisingExpense 10-K Feb 21, 2013
FY2009 Dec 31, 2009 $53M n/a n/a n/a AdvertisingExpense 10-K Feb 28, 2012

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
390 Ollie's Bargain Outlet $77.3M 2.9% +10.7% FY2026
391 Chemed $77.1M 3.0% +5.5% FY2025
392 Five Below $76.2M 1.6% +18.5% FY2026
393 Jetblue Airways $76M 0.8% -3.8% FY2025
394 Samsara $76M 4.7% +10.5% FY2026
395 Bellring Brands $75.2M 3.2% +22.7% FY2025
396 Lovesac $75.1M 10.8% -3.0% FY2026

Full ranking of 458 companies · Biggest cuts #92 · Lowest ad-to-revenue #48

Questions

How much does Jetblue Airways spend on advertising?

Jetblue Airways spent $76M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Jetblue Airways spend on advertising?

0.8% of revenue in fiscal 2025 ($76M of $9.1B). The median across the 458 companies tracked is 4.6%.

Is Jetblue Airways spending more on advertising?

No. Ad spend fell 3.8% in fiscal 2025 from fiscal 2024.

How does Jetblue Airways rank by advertising spend?

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

What does Jetblue Airways's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 12, 2026
Accession number
0001158463-26-000007
Company
JETBLUE AIRWAYS CORP, CIK 1158463, SIC 4512 (Air Transportation, Scheduled)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Jetblue Airways advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/jetblue-airways/advertising-spend/
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