Morgan Stanley advertising spend, FY2025

Morgan Stanley (MS) reported $1.2B of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.7% of revenue of $70.6B. Up 21.6% from FY2024.

Ad spend, FY2025
$1.2B
year ended Dec 31, 2025
Change vs prior year
+21.6%
vs FY2024
Share of revenue
1.7%
of $70.6B revenue
Rank by ad spend
#55
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2015 level ($681M), slower than revenue (2.0x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +48.2% in FY2021; largest cut -34.2% in FY2020.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 1.7% of revenue, up from 0.9% in FY2020.
  • Morgan Stanley spends more on advertising than 84% 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 $500M $1B $1.5B FY2007 (ended 2007-11-30): $752M 2007 FY2008 (ended 2008-11-30): $714M FY2009 (ended 2009-12-31): $500M FY2010 (ended 2010-12-31): $571M 2010 FY2011 (ended 2011-12-31): $594M FY2012 (ended 2012-12-31): $601M FY2013 (ended 2013-12-31): $638M 2013 FY2014 (ended 2014-12-31): $658M FY2015 (ended 2015-12-31): $681M FY2016 (ended 2016-12-31): $587M 2016 FY2017 (ended 2017-12-31): $609M FY2018 (ended 2018-12-31): $691M FY2019 (ended 2019-12-31): $660M 2019 FY2020 (ended 2020-12-31): $434M FY2021 (ended 2021-12-31): $643M FY2022 (ended 2022-12-31): $905M 2022 FY2023 (ended 2023-12-31): $898M FY2024 (ended 2024-12-31): $965M FY2025 (ended 2025-12-31): $1.2B 2025 $1.2B

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2007 (ended 2007-11-30): 2.8% 2007 FY2008 (ended 2008-11-30): 3.2% FY2009 (ended 2009-12-31): 2.1% FY2010 (ended 2010-12-31): 1.8% 2010 FY2011 (ended 2011-12-31): 1.8% FY2012 (ended 2012-12-31): 2.3% FY2013 (ended 2013-12-31): 2.0% 2013 FY2014 (ended 2014-12-31): 1.9% FY2015 (ended 2015-12-31): 1.9% FY2016 (ended 2016-12-31): 1.7% 2016 FY2017 (ended 2017-12-31): 1.6% FY2018 (ended 2018-12-31): 1.7% FY2019 (ended 2019-12-31): 1.6% 2019 FY2020 (ended 2020-12-31): 0.9% FY2021 (ended 2021-12-31): 1.1% FY2022 (ended 2022-12-31): 1.7% 2022 FY2023 (ended 2023-12-31): 1.7% FY2024 (ended 2024-12-31): 1.6% FY2025 (ended 2025-12-31): 1.7% 2025 1.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1.2B +21.6% $70.6B 1.7% MarketingAndAdvertisingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $965M +7.5% $61.8B 1.6% MarketingAndAdvertisingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $898M -0.8% $54.1B 1.7% MarketingAndAdvertisingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $905M +40.7% $53.7B 1.7% MarketingAndAdvertisingExpense 10-K Feb 21, 2025
FY2021 Dec 31, 2021 $643M +48.2% $59.8B 1.1% MarketingAndAdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $434M -34.2% $48.8B 0.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $660M -4.5% $41.5B 1.6% MarketingAndAdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $691M +13.5% $40.1B 1.7% MarketingAndAdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $609M +3.7% $37.9B 1.6% MarketingAndAdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $587M -13.8% $34.6B 1.7% MarketingAndAdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 31, 2015 $681M +3.5% $35.2B 1.9% MarketingAndAdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 31, 2014 $658M +3.1% $34.3B 1.9% MarketingAndAdvertisingExpense 10-K Feb 27, 2017
FY2013 Dec 31, 2013 $638M +6.2% $32.5B 2.0% MarketingAndAdvertisingExpense 10-K Feb 23, 2016
FY2012 Dec 31, 2012 $601M +1.2% $26.2B 2.3% MarketingAndAdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $594M +4.0% $32.2B 1.8% MarketingAndAdvertisingExpense 10-K Feb 25, 2014
FY2010 Dec 31, 2010 $571M +14.2% $31.2B 1.8% MarketingAndAdvertisingExpense 10-K Feb 26, 2013
FY2009 Dec 31, 2009 $500M -30.0% $23.3B 2.1% MarketingAndAdvertisingExpense 10-K Feb 27, 2012
FY2008 Nov 30, 2008 $714M -5.1% $22.1B 3.2% MarketingAndAdvertisingExpense 10-K Feb 28, 2011
FY2007 Nov 30, 2007 $752M n/a $26.5B 2.8% MarketingAndAdvertisingExpense 10-K Feb 26, 2010

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense. Revenue is net of interest expense.

Compared with similar spenders

The 6 companies closest to Morgan Stanley in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
54 Kroger $1.2B 0.8% +0.8% FY2026
55 Morgan Stanley $1.2B 1.7% +21.6% FY2025
56 IBM $1.1B 1.7% -3.8% FY2025
57 DraftKings $1.1B 18.6% +7.2% FY2025
58 Coupang $1.1B 3.2% +16.2% FY2025
59 Molson Coors Beverage $1.1B 8.4% 0.0% FY2025
60 Citigroup $1.1B 1.3% -1.4% FY2025

Full ranking of 336 companies · Biggest increases #70

Questions

How much does Morgan Stanley spend on advertising?

Morgan Stanley spent $1.2B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does Morgan Stanley spend on advertising?

1.7% of revenue in fiscal 2025 ($1.2B of $70.6B). The median across the 336 companies tracked is 5.2%.

Is Morgan Stanley spending more on advertising?

Yes. Ad spend rose 21.6% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Morgan Stanley rank by advertising spend?

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

What does Morgan Stanley's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 19, 2026
Accession number
0000895421-26-000086
Company
MORGAN STANLEY, CIK 895421, SIC 6211 (Security Brokers, Dealers & Flotation Companies)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Morgan Stanley advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/morgan-stanley/advertising-spend/
Download
CSV, all years · CSV, all 336 companies