New York Times advertising spend, FY2025

New York Times (NYT) reported $165M of advertising expense for the fiscal year ended Dec 31, 2025. That is 5.8% of revenue of $2.8B. Up 7.9% from FY2024.

Ad spend, FY2025
$165M
year ended Dec 31, 2025
Change vs prior year
+7.9%
vs FY2024
Share of revenue
5.8%
of $2.8B revenue
Rank by ad spend
#249
of 336 companies

Key facts

  • Ad spend is 2.0x its FY2015 level ($83.4M), faster than revenue (1.8x).
  • The highest year on file is FY2021 at $200M; FY2025 is 18% below it.
  • Largest increase +46.9% in FY2021; largest cut -24.3% in FY2022.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 5.8% of revenue, down from 7.6% in FY2020.
  • New York Times spends more on advertising than 26% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M $200M FY2012 (ended 2012-12-30): $83.2M FY2013 (ended 2013-12-29): $86M 2013 FY2014 (ended 2014-12-28): $89.5M FY2015 (ended 2015-12-27): $83.4M 2015 FY2016 (ended 2016-12-25): $89.8M FY2017 (ended 2017-12-31): $119M 2017 FY2018 (ended 2018-12-30): $156M FY2019 (ended 2019-12-29): $168M 2019 FY2020 (ended 2020-12-27): $136M FY2021 (ended 2021-12-26): $200M 2021 FY2022 (ended 2022-12-31): $151M FY2023 (ended 2023-12-31): $138M 2023 FY2024 (ended 2024-12-31): $153M FY2025 (ended 2025-12-31): $165M 2025 $165M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2012 (ended 2012-12-30): 5.2% FY2013 (ended 2013-12-29): 5.5% 2013 FY2014 (ended 2014-12-28): 5.6% FY2015 (ended 2015-12-27): 5.3% 2015 FY2016 (ended 2016-12-25): 5.8% FY2017 (ended 2017-12-31): 7.1% 2017 FY2018 (ended 2018-12-30): 8.9% FY2019 (ended 2019-12-29): 9.3% 2019 FY2020 (ended 2020-12-27): 7.6% FY2021 (ended 2021-12-26): 9.6% 2021 FY2022 (ended 2022-12-31): 6.5% FY2023 (ended 2023-12-31): 5.7% 2023 FY2024 (ended 2024-12-31): 5.9% FY2025 (ended 2025-12-31): 5.8% 2025 5.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $165M +7.9% $2.8B 5.8% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 31, 2024 $153M +10.3% $2.6B 5.9% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 31, 2023 $138M -8.5% $2.4B 5.7% MarketingAndAdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $151M -24.3% $2.3B 6.5% MarketingAndAdvertisingExpense 10-K Feb 27, 2025
FY2021 Dec 26, 2021 $200M +46.9% $2.1B 9.6% MarketingAndAdvertisingExpense 10-K Feb 20, 2024
FY2020 Dec 27, 2020 $136M -19.1% $1.8B 7.6% MarketingAndAdvertisingExpense 10-K Feb 28, 2023
FY2019 Dec 29, 2019 $168M +7.4% $1.8B 9.3% AdvertisingExpense 10-K Feb 27, 2020
FY2018 Dec 30, 2018 $156M +31.8% $1.7B 8.9% AdvertisingExpense 10-K Feb 27, 2020
FY2017 Dec 31, 2017 $119M +32.1% $1.7B 7.1% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 25, 2016 $89.8M +7.7% $1.6B 5.8% AdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 27, 2015 $83.4M -6.8% $1.6B 5.3% AdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 28, 2014 $89.5M +4.1% $1.6B 5.6% AdvertisingExpense 10-K Feb 22, 2017
FY2013 Dec 29, 2013 $86M +3.4% $1.6B 5.5% AdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 30, 2012 $83.2M n/a $1.6B 5.2% AdvertisingExpense 10-K Feb 24, 2015

What the figure is

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

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to New York Times in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
246 Zillow Group $165M 6.4% -5.7% FY2025
247 Rush Street Interactive $165M 14.5% +3.8% FY2025
248 Caleres $165M 6.0% +10.0% FY2026
249 New York Times $165M 5.8% +7.9% FY2025
250 Designer Brands $164M 5.7% -5.4% FY2026
251 Brinker International $164M 2.8% +11.6% FY2026
252 Mohawk Industries $164M 1.5% +13.8% FY2025

Full ranking of 336 companies · Biggest increases #153

Questions

How much does New York Times spend on advertising?

New York Times spent $165M 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 New York Times spend on advertising?

5.8% of revenue in fiscal 2025 ($165M of $2.8B). The median across the 336 companies tracked is 5.2%.

Is New York Times spending more on advertising?

Yes. Ad spend rose 7.9% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does New York Times rank by advertising spend?

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

What does New York Times'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
0000071691-26-000011
Company
NEW YORK TIMES CO, CIK 71691, SIC 2711 (Newspapers: Publishing or Publishing & Printing)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
New York Times advertising spend, FY2012-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/new-york-times/advertising-spend/
Download
CSV, all years · CSV, all 336 companies