Meta advertising spend, FY2025

Meta (META) reported $2.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.0% of revenue of $201B. Up 1.5% from FY2024.

Ad spend, FY2025
$2.1B
year ended Dec 31, 2025
Change vs prior year
+1.5%
vs FY2024
Share of revenue
1.0%
of $201B revenue
Rank by ad spend
#34
of 336 companies

Key facts

  • Ad spend is 7.4x its FY2015 level ($281M), slower than revenue (11x).
  • The highest year on file is FY2021 at $3B; FY2025 is 30% below it.
  • Largest increase +250.0% in FY2011; largest cut -23.8% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 1.0% of revenue, down from 2.6% in FY2020.
  • Meta spends more on advertising than 90% 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 FY2010 (ended 2010-12-31): $8M FY2011 (ended 2011-12-31): $28M 2011 FY2012 (ended 2012-12-31): $67M FY2013 (ended 2013-12-31): $117M 2013 FY2014 (ended 2014-12-31): $135M FY2015 (ended 2015-12-31): $281M 2015 FY2016 (ended 2016-12-31): $310M FY2017 (ended 2017-12-31): $324M 2017 FY2018 (ended 2018-12-31): $1.1B FY2019 (ended 2019-12-31): $1.6B 2019 FY2020 (ended 2020-12-31): $2.3B FY2021 (ended 2021-12-31): $3B 2021 FY2022 (ended 2022-12-31): $2.6B FY2023 (ended 2023-12-31): $2B 2023 FY2024 (ended 2024-12-31): $2.1B FY2025 (ended 2025-12-31): $2.1B 2025 $2.1B

Ad spend as % of revenue

0% 1% 2% 3% FY2010 (ended 2010-12-31): 0.4% FY2011 (ended 2011-12-31): 0.8% 2011 FY2012 (ended 2012-12-31): 1.3% FY2013 (ended 2013-12-31): 1.5% 2013 FY2014 (ended 2014-12-31): 1.1% FY2015 (ended 2015-12-31): 1.6% 2015 FY2016 (ended 2016-12-31): 1.1% FY2017 (ended 2017-12-31): 0.8% 2017 FY2018 (ended 2018-12-31): 2.0% FY2019 (ended 2019-12-31): 2.2% 2019 FY2020 (ended 2020-12-31): 2.6% FY2021 (ended 2021-12-31): 2.5% 2021 FY2022 (ended 2022-12-31): 2.3% FY2023 (ended 2023-12-31): 1.5% 2023 FY2024 (ended 2024-12-31): 1.3% FY2025 (ended 2025-12-31): 1.0% 2025 1.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.1B +1.5% $201B 1.0% AdvertisingExpense 10-K Jan 29, 2026
FY2024 Dec 31, 2024 $2.1B +2.0% $165B 1.3% AdvertisingExpense 10-K Jan 29, 2026
FY2023 Dec 31, 2023 $2B -23.8% $135B 1.5% AdvertisingExpense 10-K Jan 29, 2026
FY2022 Dec 31, 2022 $2.6B -11.4% $117B 2.3% AdvertisingExpense 10-K Jan 30, 2025
FY2021 Dec 31, 2021 $3B +32.3% $118B 2.5% AdvertisingExpense 10-K Feb 2, 2024
FY2020 Dec 31, 2020 $2.3B +43.9% $86B 2.6% AdvertisingExpense 10-K Feb 2, 2023
FY2019 Dec 31, 2019 $1.6B +42.7% $70.7B 2.2% AdvertisingExpense 10-K Feb 3, 2022
FY2018 Dec 31, 2018 $1.1B +239.5% $55.8B 2.0% AdvertisingExpense 10-K Jan 28, 2021
FY2017 Dec 31, 2017 $324M +4.5% $40.7B 0.8% AdvertisingExpense 10-K Jan 30, 2020
FY2016 Dec 31, 2016 $310M +10.3% $27.6B 1.1% AdvertisingExpense 10-K Jan 31, 2019
FY2015 Dec 31, 2015 $281M +108.1% $17.9B 1.6% AdvertisingExpense 10-K Feb 1, 2018
FY2014 Dec 31, 2014 $135M +15.4% $12.5B 1.1% AdvertisingExpense 10-K Feb 3, 2017
FY2013 Dec 31, 2013 $117M +74.6% $7.9B 1.5% AdvertisingExpense 10-K Jan 28, 2016
FY2012 Dec 31, 2012 $67M +139.3% $5.1B 1.3% AdvertisingExpense 10-K Jan 29, 2015
FY2011 Dec 31, 2011 $28M +250.0% $3.7B 0.8% AdvertisingExpense 10-K Jan 31, 2014
FY2010 Dec 31, 2010 $8M n/a $2B 0.4% AdvertisingExpense 10-K Feb 1, 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 Meta in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
30 Baidu $2.2B 11.9% +15.8% FY2025
31 Intuit $2.2B 10.3% +4.8% FY2026
32 Uber $2.2B 4.2% +15.8% FY2025
33 AbbVie $2.1B 3.4% 0.0% FY2025
34 Meta $2.1B 1.0% +1.5% FY2025
35 Flutter (FanDuel) $2.1B 12.5% +4.4% FY2025
36 Netflix $2B 4.4% +12.5% FY2025

Full ranking of 336 companies · Biggest increases #229 · Lowest ad-to-revenue #33

Questions

How much does Meta spend on advertising?

Meta spent $2.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Jan 29, 2026.

What percentage of revenue does Meta spend on advertising?

1.0% of revenue in fiscal 2025 ($2.1B of $201B). The median across the 336 companies tracked is 5.2%.

Is Meta spending more on advertising?

Yes. Ad spend rose 1.5% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Meta rank by advertising spend?

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

What does Meta's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Jan 29, 2026
Accession number
0001628280-26-003942
Company
Meta Platforms, Inc., CIK 1326801, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Meta advertising spend, FY2010-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Jan 29, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/meta-platforms/advertising-spend/
Download
CSV, all years · CSV, all 336 companies