JPMorgan Chase advertising spend, FY2025

JPMorgan Chase (JPM) reported $5.5B of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.0% of revenue of $182B. Up 11.2% from FY2024.

Ad spend, FY2025
$5.5B
year ended Dec 31, 2025
Change vs prior year
+11.2%
vs FY2024
Share of revenue
3.0%
of $182B revenue
Rank by ad spend
#11
of 336 companies

Key facts

  • Ad spend is 2.0x its FY2015 level ($2.7B), in line with revenue (2.0x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +37.6% in FY2010; largest cut -26.1% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 3.0% of revenue, up from 2.1% in FY2020.
  • JPMorgan Chase spends more on advertising than 97% 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 $2B $4B $6B FY2007 (ended 2007-12-31): $2.1B 2007 FY2008 (ended 2008-12-31): $1.9B FY2009 (ended 2009-12-31): $1.8B FY2010 (ended 2010-12-31): $2.4B 2010 FY2011 (ended 2011-12-31): $3.1B FY2012 (ended 2012-12-31): $2.6B FY2013 (ended 2013-12-31): $2.5B 2013 FY2014 (ended 2014-12-31): $2.5B FY2015 (ended 2015-12-31): $2.7B FY2016 (ended 2016-12-31): $2.9B 2016 FY2017 (ended 2017-12-31): $2.9B FY2018 (ended 2018-12-31): $3B FY2019 (ended 2019-12-31): $3.4B 2019 FY2020 (ended 2020-12-31): $2.5B FY2021 (ended 2021-12-31): $3B FY2022 (ended 2022-12-31): $3.9B 2022 FY2023 (ended 2023-12-31): $4.6B FY2024 (ended 2024-12-31): $5B FY2025 (ended 2025-12-31): $5.5B 2025 $5.5B

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2007 (ended 2007-12-31): 2.9% 2007 FY2008 (ended 2008-12-31): 2.8% FY2009 (ended 2009-12-31): 1.8% FY2010 (ended 2010-12-31): 2.4% 2010 FY2011 (ended 2011-12-31): 3.2% FY2012 (ended 2012-12-31): 2.7% FY2013 (ended 2013-12-31): 2.6% 2013 FY2014 (ended 2014-12-31): 2.7% FY2015 (ended 2015-12-31): 2.9% FY2016 (ended 2016-12-31): 3.0% 2016 FY2017 (ended 2017-12-31): 2.9% FY2018 (ended 2018-12-31): 2.8% FY2019 (ended 2019-12-31): 2.9% 2019 FY2020 (ended 2020-12-31): 2.1% FY2021 (ended 2021-12-31): 2.5% FY2022 (ended 2022-12-31): 3.0% 2022 FY2023 (ended 2023-12-31): 2.9% FY2024 (ended 2024-12-31): 2.8% FY2025 (ended 2025-12-31): 3.0% 2025 3.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $5.5B +11.2% $182B 3.0% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $5B +8.3% $178B 2.8% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $4.6B +17.4% $158B 2.9% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $3.9B +28.8% $129B 3.0% MarketingAndAdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $3B +22.6% $122B 2.5% MarketingAndAdvertisingExpense 10-K Feb 16, 2024
FY2020 Dec 31, 2020 $2.5B -26.1% $120B 2.1% MarketingAndAdvertisingExpense 10-K Feb 21, 2023
FY2019 Dec 31, 2019 $3.4B +10.1% $116B 2.9% MarketingAndAdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 31, 2018 $3B +5.0% $109B 2.8% MarketingAndAdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $2.9B +0.1% $101B 2.9% MarketingAndAdvertisingExpense 10-K Feb 25, 2020
FY2016 Dec 31, 2016 $2.9B +7.0% $96.6B 3.0% MarketingAndAdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 31, 2015 $2.7B +6.2% $93.5B 2.9% MarketingAndAdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 31, 2014 $2.5B +2.0% $95.1B 2.7% MarketingAndAdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $2.5B -3.0% $97.4B 2.6% MarketingAndAdvertisingExpense 10-K Feb 23, 2016
FY2012 Dec 31, 2012 $2.6B -18.0% $97B 2.7% MarketingAndAdvertisingExpense 10-K Feb 24, 2015
FY2011 Dec 31, 2011 $3.1B +28.5% $97.2B 3.2% MarketingAndAdvertisingExpense 10-K Feb 20, 2014
FY2010 Dec 31, 2010 $2.4B +37.6% $103B 2.4% MarketingAndAdvertisingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $1.8B -7.1% $100B 1.8% MarketingAndAdvertisingExpense 10-K Feb 29, 2012
FY2008 Dec 31, 2008 $1.9B -7.6% $67.3B 2.8% MarketingAndAdvertisingExpense 10-K Feb 28, 2011
FY2007 Dec 31, 2007 $2.1B n/a $71.4B 2.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2010

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
9 American Express $6.3B 8.7% +3.5% FY2025
10 Capital One $5.9B 11.0% +29.0% FY2025
11 JPMorgan Chase $5.5B 3.0% +11.2% FY2025
12 Coca-Cola $5.4B 11.3% +5.9% FY2025
13 Walmart $5.4B 0.8% +5.9% FY2026
14 Progressive $5.1B 5.9% +28.2% FY2025
15 Nike $4.8B 10.2% +1.4% FY2026

Full ranking of 336 companies · Biggest increases #122 · Up 5+ years in a row #54

Questions

How much does JPMorgan Chase spend on advertising?

JPMorgan Chase spent $5.5B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does JPMorgan Chase spend on advertising?

3.0% of revenue in fiscal 2025 ($5.5B of $182B). The median across the 336 companies tracked is 5.2%.

Is JPMorgan Chase spending more on advertising?

Yes. Ad spend rose 11.2% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does JPMorgan Chase rank by advertising spend?

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

What does JPMorgan Chase's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0001628280-26-008131
Company
JPMORGAN CHASE & CO, CIK 19617, SIC 6021 (National Commercial Banks)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
JPMorgan Chase advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/jpmorgan-chase/advertising-spend/
Download
CSV, all years · CSV, all 336 companies