Lithia Motors advertising spend, FY2025

Lithia Motors (LAD) reported $257M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.7% of revenue of $37.6B. Up 2.5% from FY2024.

Ad spend, FY2025
$257M
year ended Dec 31, 2025
Change vs prior year
+2.5%
vs FY2024
Share of revenue
0.7%
of $37.6B revenue
Rank by ad spend
#188
of 336 companies

Key facts

  • Ad spend is 3.7x its FY2015 level ($69.9M), slower than revenue (4.8x).
  • FY2025 is the highest year on file, going back to FY2010.
  • Largest increase +66.5% in FY2021; largest cut -13.0% in FY2020.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 0.7% of revenue, about the same as 0.7% in FY2020.
  • Lithia Motors spends more on advertising than 44% 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 $100M $200M $300M FY2010 (ended 2010-12-31): $25.4M FY2011 (ended 2011-12-31): $23.9M 2011 FY2012 (ended 2012-12-31): $31.9M FY2013 (ended 2013-12-31): $39.6M 2013 FY2014 (ended 2014-12-31): $46.7M FY2015 (ended 2015-12-31): $69.9M 2015 FY2016 (ended 2016-12-31): $102M FY2017 (ended 2017-12-31): $93.3M 2017 FY2018 (ended 2018-12-31): $109M FY2019 (ended 2019-12-31): $112M 2019 FY2020 (ended 2020-12-31): $97.4M FY2021 (ended 2021-12-31): $162M 2021 FY2022 (ended 2022-12-31): $254M FY2023 (ended 2023-12-31): $248M 2023 FY2024 (ended 2024-12-31): $251M FY2025 (ended 2025-12-31): $257M 2025 $257M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2010 (ended 2010-12-31): 1.2% FY2011 (ended 2011-12-31): 0.9% 2011 FY2012 (ended 2012-12-31): 1.0% FY2013 (ended 2013-12-31): 1.0% 2013 FY2014 (ended 2014-12-31): 0.9% FY2015 (ended 2015-12-31): 0.9% 2015 FY2016 (ended 2016-12-31): 1.2% FY2017 (ended 2017-12-31): 0.9% 2017 FY2018 (ended 2018-12-31): 0.9% FY2019 (ended 2019-12-31): 0.9% 2019 FY2020 (ended 2020-12-31): 0.7% FY2021 (ended 2021-12-31): 0.7% 2021 FY2022 (ended 2022-12-31): 0.9% FY2023 (ended 2023-12-31): 0.8% 2023 FY2024 (ended 2024-12-31): 0.7% FY2025 (ended 2025-12-31): 0.7% 2025 0.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $257M +2.5% $37.6B 0.7% AdvertisingExpense 10-K Feb 25, 2026
FY2024 Dec 31, 2024 $251M +1.0% $36.2B 0.7% AdvertisingExpense 10-K Feb 25, 2026
FY2023 Dec 31, 2023 $248M -2.1% $31B 0.8% AdvertisingExpense 10-K Feb 25, 2026
FY2022 Dec 31, 2022 $254M +56.4% $28.2B 0.9% AdvertisingExpense 10-K Feb 24, 2025
FY2021 Dec 31, 2021 $162M +66.5% $22.8B 0.7% AdvertisingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $97.4M -13.0% $13.1B 0.7% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $112M +2.9% $12.7B 0.9% AdvertisingExpense 10-K Feb 18, 2022
FY2018 Dec 31, 2018 $109M +16.5% $11.8B 0.9% AdvertisingExpense 10-K Feb 19, 2021
FY2017 Dec 31, 2017 $93.3M -8.3% $10.1B 0.9% AdvertisingExpense 10-K/A Feb 28, 2020
FY2016 Dec 31, 2016 $102M +45.4% $8.7B 1.2% AdvertisingExpense 10-K Feb 25, 2019
FY2015 Dec 31, 2015 $69.9M +49.9% $7.9B 0.9% AdvertisingExpense 10-K Feb 23, 2018
FY2014 Dec 31, 2014 $46.7M +17.8% $5.4B 0.9% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $39.6M +24.1% $4B 1.0% AdvertisingExpense 10-K Feb 26, 2016
FY2012 Dec 31, 2012 $31.9M +33.5% $3.3B 1.0% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $23.9M -5.9% $2.6B 0.9% AdvertisingExpense 10-K Feb 21, 2014
FY2010 Dec 31, 2010 $25.4M n/a $2B 1.2% AdvertisingExpense 10-K Feb 22, 2013

What the figure is

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

Compared with similar spenders

The 6 companies closest to Lithia Motors in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
185 Sirius XM $262M 3.1% -29.9% FY2025
186 Wingstop $262M 37.5% +12.1% FY2025
187 SelectQuote $258M 16.0% -2.0% FY2026
188 Lithia Motors $257M 0.7% +2.5% FY2025
189 Remitly Global $255M 15.6% +13.2% FY2025
190 Bath & Body Works $255M 3.5% +5.4% FY2026
191 Optimum Communications $253M 2.9% -3.9% FY2025

Full ranking of 336 companies · Biggest increases #214 · Lowest ad-to-revenue #19

Questions

How much does Lithia Motors spend on advertising?

Lithia Motors spent $257M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 25, 2026.

What percentage of revenue does Lithia Motors spend on advertising?

0.7% of revenue in fiscal 2025 ($257M of $37.6B). The median across the 336 companies tracked is 5.2%.

Is Lithia Motors spending more on advertising?

Yes. Ad spend rose 2.5% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Lithia Motors rank by advertising spend?

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

What does Lithia Motors's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 25, 2026
Accession number
0001023128-26-000015
Company
LITHIA MOTORS INC, CIK 1023128, SIC 5500 (Retail-Auto Dealers & Gasoline Stations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Lithia Motors advertising spend, FY2010-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/lithia-motors/advertising-spend/
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CSV, all years · CSV, all 336 companies