Kimberly-Clark advertising spend, FY2025

Kimberly-Clark (KMB) reported $1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 6.2% of revenue of $16.4B. Down 9.1% from FY2024.

Ad spend, FY2025
$1B
year ended Dec 31, 2025
Change vs prior year
-9.1%
vs FY2024
Share of revenue
6.2%
of $16.4B revenue
Rank by ad spend
#64
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2015 level ($710M), faster than revenue (0.9x).
  • The highest year on file is FY2024 at $1.1B; FY2025 is 9% below it.
  • Largest increase +26.3% in FY2020; largest cut -9.1% in FY2025.
  • Ad spend is 6.2% of revenue, up from 5.0% in FY2020.
  • Kimberly-Clark spends more on advertising than 81% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.2x the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2008 (ended 2008-12-31): $512M FY2009 (ended 2009-12-31): $559M FY2010 (ended 2010-12-31): $698M 2010 FY2011 (ended 2011-12-31): $686M FY2012 (ended 2012-12-31): $804M FY2013 (ended 2013-12-31): $769M 2013 FY2014 (ended 2014-12-31): $767M FY2015 (ended 2015-12-31): $710M FY2016 (ended 2016-12-31): $665M 2016 FY2017 (ended 2017-12-31): $648M FY2018 (ended 2018-12-31): $655M FY2019 (ended 2019-12-31): $757M 2019 FY2020 (ended 2020-12-31): $956M FY2021 (ended 2021-12-31): $893M FY2022 (ended 2022-12-31): $901M 2022 FY2023 (ended 2023-12-31): $1B FY2024 (ended 2024-12-31): $1.1B FY2025 (ended 2025-12-31): $1B 2025 $1B

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2008 (ended 2008-12-31): 2.6% FY2009 (ended 2009-12-31): 2.9% FY2010 (ended 2010-12-31): 3.5% 2010 FY2011 (ended 2011-12-31): 3.3% FY2012 (ended 2012-12-31): 4.1% FY2013 (ended 2013-12-31): 3.9% 2013 FY2014 (ended 2014-12-31): 3.9% FY2015 (ended 2015-12-31): 3.8% FY2016 (ended 2016-12-31): 3.6% 2016 FY2017 (ended 2017-12-31): 3.5% FY2018 (ended 2018-12-31): 3.5% FY2019 (ended 2019-12-31): 4.1% 2019 FY2020 (ended 2020-12-31): 5.0% FY2021 (ended 2021-12-31): 4.6% FY2022 (ended 2022-12-31): 4.5% 2022 FY2023 (ended 2023-12-31): 6.0% FY2024 (ended 2024-12-31): 6.7% FY2025 (ended 2025-12-31): 6.2% 2025 6.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1B -9.1% $16.4B 6.2% AdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $1.1B +9.4% $16.8B 6.7% AdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $1B +13.9% $17.1B 6.0% AdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $901M +0.9% $20.2B 4.5% AdvertisingExpense 10-K Feb 13, 2025
FY2021 Dec 31, 2021 $893M -6.6% $19.4B 4.6% AdvertisingExpense 10-K Feb 8, 2024
FY2020 Dec 31, 2020 $956M +26.3% $19.1B 5.0% AdvertisingExpense 10-K Feb 9, 2023
FY2019 Dec 31, 2019 $757M +15.6% $18.4B 4.1% AdvertisingExpense 10-K Feb 10, 2022
FY2018 Dec 31, 2018 $655M +1.1% $18.5B 3.5% AdvertisingExpense 10-K Feb 11, 2021
FY2017 Dec 31, 2017 $648M -2.6% $18.3B 3.5% AdvertisingExpense 10-K Feb 13, 2020
FY2016 Dec 31, 2016 $665M -6.3% $18.3B 3.6% AdvertisingExpense 10-K Feb 7, 2019
FY2015 Dec 31, 2015 $710M -7.4% $18.6B 3.8% AdvertisingExpense 10-K Feb 8, 2018
FY2014 Dec 31, 2014 $767M -0.3% $19.7B 3.9% AdvertisingExpense 10-K Feb 8, 2017
FY2013 Dec 31, 2013 $769M -4.4% $19.6B 3.9% AdvertisingExpense 10-K Feb 11, 2016
FY2012 Dec 31, 2012 $804M +17.2% $19.5B 4.1% AdvertisingExpense 10-K Feb 18, 2015
FY2011 Dec 31, 2011 $686M -1.7% $20.8B 3.3% AdvertisingExpense 10-K Feb 14, 2014
FY2010 Dec 31, 2010 $698M +24.9% $19.7B 3.5% AdvertisingExpense 10-K Feb 22, 2013
FY2009 Dec 31, 2009 $559M +9.2% $19.1B 2.9% AdvertisingExpense 10-K Feb 29, 2012
FY2008 Dec 31, 2008 $512M n/a $19.4B 2.6% AdvertisingExpense 10-K Feb 23, 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 Kimberly-Clark in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
64 Kimberly-Clark $1B 6.2% -9.1% FY2025
65 Macy's $1B 4.4% -9.2% FY2026
66 Gilead Sciences $1B 3.4% +15.1% FY2025
67 Marriott International $999M 3.8% +0.6% FY2025
68 Lowe's $978M 1.1% +6.2% FY2026
69 Carnival $972M 3.7% +5.1% FY2025
70 CVS Health $970M 0.2% -1.9% FY2025

Full ranking of 336 companies · Biggest cuts #34

Questions

How much does Kimberly-Clark spend on advertising?

Kimberly-Clark spent $1B 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 Kimberly-Clark spend on advertising?

6.2% of revenue in fiscal 2025 ($1B of $16.4B). The median across the 336 companies tracked is 5.2%.

Is Kimberly-Clark spending more on advertising?

No. Ad spend fell 9.1% in fiscal 2025 from fiscal 2024.

How does Kimberly-Clark rank by advertising spend?

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

What does Kimberly-Clark'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
0001628280-26-007567
Company
KIMBERLY CLARK CORP, CIK 55785, SIC 2670 (Converted Paper & Paperboard Prods (No Contaners/Boxes))
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Kimberly-Clark advertising spend, FY2008-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/kimberly-clark/advertising-spend/
Download
CSV, all years · CSV, all 336 companies