Match Group advertising spend, FY2025

Match Group (MTCH) reported $550M of advertising expense for the fiscal year ended Dec 31, 2025. That is 15.8% of revenue of $3.5B. Up 0.7% from FY2024.

Ad spend, FY2025
$550M
year ended Dec 31, 2025
Change vs prior year
+0.7%
vs FY2024
Share of revenue
15.8%
of $3.5B revenue
Rank by ad spend
#118
of 336 companies

Key facts

  • Ad spend is 54% below its FY2015 level ($1.2B), while revenue grew 1.1x.
  • The highest year on file is FY2015 at $1.2B; FY2025 is 54% below it.
  • Largest increase +55.0% in FY2012; largest cut -64.9% in FY2018.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 15.8% of revenue, down from 18.3% in FY2020.
  • Match Group spends more on advertising than 65% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.0x the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2009 (ended 2009-12-31): $348M FY2010 (ended 2010-12-31): $371M 2010 FY2011 (ended 2011-12-31): $500M FY2012 (ended 2012-12-31): $774M FY2013 (ended 2013-12-31): $850M 2013 FY2014 (ended 2014-12-31): $995M FY2015 (ended 2015-12-31): $1.2B FY2016 (ended 2016-12-31): $1B 2016 FY2017 (ended 2017-12-31): $1.1B FY2018 (ended 2018-12-31): $386M FY2019 (ended 2019-12-31): $389M 2019 FY2020 (ended 2020-12-31): $439M FY2021 (ended 2021-12-31): $510M FY2022 (ended 2022-12-31): $475M 2022 FY2023 (ended 2023-12-31): $520M FY2024 (ended 2024-12-31): $547M FY2025 (ended 2025-12-31): $550M 2025 $550M

Ad spend as % of revenue

0% 10% 20% 30% 40% FY2009 (ended 2009-12-31): 25.8% FY2010 (ended 2010-12-31): 22.7% 2010 FY2011 (ended 2011-12-31): 24.3% FY2012 (ended 2012-12-31): 27.6% FY2013 (ended 2013-12-31): 28.1% 2013 FY2014 (ended 2014-12-31): 32.0% FY2015 (ended 2015-12-31): 37.1% FY2016 (ended 2016-12-31): 31.8% 2016 FY2017 (ended 2017-12-31): 33.3% FY2018 (ended 2018-12-31): 22.3% FY2019 (ended 2019-12-31): 18.9% 2019 FY2020 (ended 2020-12-31): 18.3% FY2021 (ended 2021-12-31): 17.1% FY2022 (ended 2022-12-31): 14.9% 2022 FY2023 (ended 2023-12-31): 15.4% FY2024 (ended 2024-12-31): 15.7% FY2025 (ended 2025-12-31): 15.8% 2025 15.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $550M +0.7% $3.5B 15.8% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $547M +5.2% $3.5B 15.7% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $520M +9.4% $3.4B 15.4% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 31, 2022 $475M -6.9% $3.2B 14.9% AdvertisingExpense 10-K Feb 27, 2025
FY2021 Dec 31, 2021 $510M +16.3% $3B 17.1% AdvertisingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $439M +12.9% $2.4B 18.3% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $389M +0.7% $2.1B 18.9% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $386M -64.9% $1.7B 22.3% AdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $1.1B +10.0% $3.3B 33.3% AdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $1B -16.7% $3.1B 31.8% AdvertisingExpense 10-K Mar 1, 2019
FY2015 Dec 31, 2015 $1.2B +20.6% $3.2B 37.1% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $995M +17.0% $3.1B 32.0% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $850M +9.9% $3B 28.1% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $774M +55.0% $2.8B 27.6% AdvertisingExpense 10-K Feb 27, 2015
FY2011 Dec 31, 2011 $500M +34.6% $2.1B 24.3% AdvertisingExpense 10-K Feb 26, 2014
FY2010 Dec 31, 2010 $371M +6.7% $1.6B 22.7% AdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $348M n/a $1.3B 25.8% AdvertisingExpense 10-K Feb 29, 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 Match Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
115 Domino's Pizza $559M 11.3% +9.7% FY2025
116 Signet Jewelers $555M 8.1% -0.9% FY2026
117 Williams-Sonoma $553M 7.1% -2.7% FY2026
118 Match Group $550M 15.8% +0.7% FY2025
119 Teladoc Health $546M 21.6% -8.2% FY2025
120 News Corp $545M 6.0% +7.9% FY2026
121 Albertsons Companies $525M 0.6% -1.0% FY2026

Full ranking of 336 companies · Biggest increases #234 · Highest ad-to-revenue #48

Questions

How much does Match Group spend on advertising?

Match Group spent $550M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Match Group spend on advertising?

15.8% of revenue in fiscal 2025 ($550M of $3.5B). The median across the 336 companies tracked is 5.2%.

Is Match Group spending more on advertising?

Yes. Ad spend rose 0.7% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Match Group rank by advertising spend?

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

What does Match Group's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0000891103-26-000025
Company
Match Group, Inc., CIK 891103, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Match Group advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/match-group/advertising-spend/
Download
CSV, all years · CSV, all 336 companies