Monster Beverage advertising spend, FY2025

Monster Beverage (MNST) reported $600M of advertising expense for the fiscal year ended Dec 31, 2025. That is 7.2% of revenue of $8.3B. Up 2.7% from FY2024.

Ad spend, FY2025
$600M
year ended Dec 31, 2025
Change vs prior year
+2.7%
vs FY2024
Share of revenue
7.2%
of $8.3B revenue
Rank by ad spend
#113
of 336 companies

Key facts

  • Ad spend is 2.9x its FY2015 level ($210M).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +41.8% in FY2011; largest cut -11.7% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 7.2% of revenue, down from 7.5% in FY2020.
  • Monster Beverage spends more on advertising than 67% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.4x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2009 (ended 2009-12-31): $86.7M FY2010 (ended 2010-12-31): $105M 2010 FY2011 (ended 2011-12-31): $149M FY2012 (ended 2012-12-31): $165M FY2013 (ended 2013-12-31): $182M 2013 FY2014 (ended 2014-12-31): $172M FY2015 (ended 2015-12-31): $210M FY2016 (ended 2016-12-31): $271M 2016 FY2017 (ended 2017-12-31): $324M FY2018 (ended 2018-12-31): $354M FY2019 (ended 2019-12-31): $392M 2019 FY2020 (ended 2020-12-31): $346M FY2021 (ended 2021-12-31): $418M FY2022 (ended 2022-12-31): $461M 2022 FY2023 (ended 2023-12-31): $529M FY2024 (ended 2024-12-31): $584M FY2025 (ended 2025-12-31): $600M 2025 $600M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 8.9% 2016 FY2017 (ended 2017-12-31): 9.6% FY2018 (ended 2018-12-31): 9.3% FY2019 (ended 2019-12-31): 9.3% 2019 FY2020 (ended 2020-12-31): 7.5% FY2021 (ended 2021-12-31): 7.5% FY2022 (ended 2022-12-31): 7.3% 2022 FY2023 (ended 2023-12-31): 7.4% FY2024 (ended 2024-12-31): 7.8% FY2025 (ended 2025-12-31): 7.2% 2025 7.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $600M +2.7% $8.3B 7.2% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 31, 2024 $584M +10.4% $7.5B 7.8% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 31, 2023 $529M +14.8% $7.1B 7.4% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $461M +10.3% $6.3B 7.3% MarketingAndAdvertisingExpense 10-K Feb 28, 2025
FY2021 Dec 31, 2021 $418M +20.8% $5.5B 7.5% MarketingAndAdvertisingExpense 10-K Feb 29, 2024
FY2020 Dec 31, 2020 $346M -11.7% $4.6B 7.5% MarketingAndAdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 31, 2019 $392M +10.7% $4.2B 9.3% MarketingAndAdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $354M +9.2% $3.8B 9.3% MarketingAndAdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $324M +19.7% $3.4B 9.6% MarketingAndAdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $271M +29.0% $3B 8.9% MarketingAndAdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $210M +22.3% n/a n/a MarketingAndAdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $172M -5.7% n/a n/a MarketingAndAdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $182M +9.9% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $165M +11.2% n/a n/a MarketingAndAdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $149M +41.8% n/a n/a MarketingAndAdvertisingExpense 10-K Mar 3, 2014
FY2010 Dec 31, 2010 $105M +21.0% n/a n/a MarketingAndAdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $86.7M n/a n/a n/a MarketingAndAdvertisingExpense 10-K Feb 29, 2012

What the figure is

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

Compared with similar spenders

The 6 companies closest to Monster Beverage in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
108 Keurig Dr Pepper $629M 3.8% -4.3% FY2025
109 Norwegian Cruise Line $622M 6.3% +21.1% FY2025
110 lululemon $618M 5.6% +14.0% FY2026
111 Hershey $612M 5.2% +2.0% FY2025
112 Intel $610M 1.2% -28.7% FY2025
113 Monster Beverage $600M 7.2% +2.7% FY2025
114 Gen Digital (Norton) $584M 11.7% +32.4% FY2026

Full ranking of 336 companies · Biggest increases #208 · Up 5+ years in a row #59

Questions

How much does Monster Beverage spend on advertising?

Monster Beverage spent $600M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 27, 2026.

What percentage of revenue does Monster Beverage spend on advertising?

7.2% of revenue in fiscal 2025 ($600M of $8.3B). The median across the 336 companies tracked is 5.2%.

Is Monster Beverage spending more on advertising?

Yes. Ad spend rose 2.7% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does Monster Beverage rank by advertising spend?

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

What does Monster Beverage's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 27, 2026
Accession number
0001104659-26-020831
Company
Monster Beverage Corp, CIK 865752, SIC 2086 (Bottled & Canned Soft Drinks & Carbonated Waters)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Monster Beverage advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/monster-beverage/advertising-spend/
Download
CSV, all years · CSV, all 336 companies