Johnson & Johnson advertising spend, FY2025

Johnson & Johnson (JNJ) reported $1.6B of advertising expense for the fiscal year ended Dec 28, 2025. That is 1.7% of revenue of $94.2B. Up 166.7% from FY2024.

Ad spend, FY2025
$1.6B
year ended Dec 28, 2025
Change vs prior year
+166.7%
vs FY2024
Share of revenue
1.7%
of $94.2B revenue
Rank by ad spend
#43
of 336 companies

Key facts

  • Ad spend is 45% below its FY2008 level ($2.9B).
  • The highest year on file is FY2008 at $2.9B; FY2025 is 45% below it.
  • Largest increase +166.7% in FY2025; largest cut -58.3% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Johnson & Johnson spends more on advertising than 87% 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 $1B $2B $3B FY2008 (ended 2008-12-28): $2.9B 2008 FY2010 (ended 2010-01-03): $2.4B FY2011 (ended 2011-01-02): $2.5B 2011 FY2012 (ended 2012-12-30): $2.3B FY2013 (ended 2013-12-29): $2.5B 2013 FY2014 (ended 2014-12-28): $2.6B FY2016 (ended 2016-01-03): $2.5B 2016 FY2017 (ended 2017-12-31): $2.5B FY2018 (ended 2018-12-30): $2.6B 2018 FY2019 (ended 2019-12-29): $2.2B FY2021 (ended 2021-01-03): $2.1B 2021 FY2022 (ended 2022-01-02): $1.2B FY2023 (ended 2023-12-31): $500M 2023 FY2024 (ended 2024-12-29): $600M FY2025 (ended 2025-12-28): $1.6B 2025 $1.6B

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2008 (ended 2008-12-28): n/a 2008 FY2010 (ended 2010-01-03): n/a FY2011 (ended 2011-01-02): n/a 2011 FY2012 (ended 2012-12-30): n/a FY2013 (ended 2013-12-29): n/a 2013 FY2014 (ended 2014-12-28): n/a FY2016 (ended 2016-01-03): n/a 2016 FY2017 (ended 2017-12-31): 3.3% FY2018 (ended 2018-12-30): 3.2% 2018 FY2019 (ended 2019-12-29): 2.7% FY2021 (ended 2021-01-03): 2.5% 2021 FY2022 (ended 2022-01-02): 1.5% FY2023 (ended 2023-12-31): 0.6% 2023 FY2024 (ended 2024-12-29): 0.7% FY2025 (ended 2025-12-28): 1.7% 2025 1.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 28, 2025 $1.6B +166.7% $94.2B 1.7% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 29, 2024 $600M +20.0% $88.8B 0.7% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $500M -58.3% $85.2B 0.6% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Jan 2, 2022 $1.2B -42.9% $78.7B 1.5% AdvertisingExpense 10-K Feb 16, 2024
FY2021 Jan 3, 2021 $2.1B n/a $82.6B 2.5% AdvertisingExpense 10-K Feb 16, 2023
FY2019 Dec 29, 2019 $2.2B -15.4% $82.1B 2.7% AdvertisingExpense 10-K Feb 17, 2022
FY2018 Dec 30, 2018 $2.6B +4.0% $81.6B 3.2% AdvertisingExpense 10-K Feb 22, 2021
FY2017 Dec 31, 2017 $2.5B 0.0% $76.5B 3.3% AdvertisingExpense 10-K Feb 18, 2020
FY2016 Jan 3, 2016 $2.5B n/a n/a n/a AdvertisingExpense 10-K Feb 21, 2018
FY2014 Dec 28, 2014 $2.6B +4.0% n/a n/a AdvertisingExpense 10-K Feb 27, 2017
FY2013 Dec 29, 2013 $2.5B +8.7% n/a n/a AdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 30, 2012 $2.3B -8.0% n/a n/a AdvertisingExpense 10-K Feb 24, 2015
FY2011 Jan 2, 2011 $2.5B +4.2% n/a n/a AdvertisingExpense 10-K Feb 22, 2013
FY2010 Jan 3, 2010 $2.4B n/a n/a n/a AdvertisingExpense 10-K Feb 23, 2012
FY2008 Dec 28, 2008 $2.9B n/a n/a n/a AdvertisingExpense 10-K Feb 25, 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 Johnson & Johnson in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
38 MercadoLibre $1.7B 5.8% +60.5% FY2025
39 Visa $1.7B 4.2% +7.9% FY2025
40 Mondelez $1.7B 4.3% -21.6% FY2025
41 Coty $1.6B 27.7% +2.1% FY2026
42 DoorDash $1.6B 11.7% +23.1% FY2025
43 Johnson & Johnson $1.6B 1.7% +166.7% FY2025
44 NetEase $1.6B 9.9% +6.7% FY2025

Full ranking of 336 companies · Biggest increases #4

Questions

How much does Johnson & Johnson spend on advertising?

Johnson & Johnson spent $1.6B on advertising in fiscal 2025, the year ended Dec 28, 2025, according to its 10-K filed Feb 11, 2026.

What percentage of revenue does Johnson & Johnson spend on advertising?

1.7% of revenue in fiscal 2025 ($1.6B of $94.2B). The median across the 336 companies tracked is 5.2%.

Is Johnson & Johnson spending more on advertising?

Yes. Ad spend rose 166.7% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Johnson & Johnson rank by advertising spend?

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

What does Johnson & Johnson's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 11, 2026
Accession number
0000200406-26-000016
Company
JOHNSON & JOHNSON, CIK 200406, SIC 2834 (Pharmaceutical Preparations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Johnson & Johnson advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/johnson-johnson/advertising-spend/
Download
CSV, all years · CSV, all 336 companies