Newell Brands advertising spend, FY2025

Newell Brands (NWL) reported $429M of advertising expense for the fiscal year ended Dec 31, 2025. That is 6.0% of revenue of $7.2B. Up 2.9% from FY2024.

Ad spend, FY2025
$429M
year ended Dec 31, 2025
Change vs prior year
+2.9%
vs FY2024
Share of revenue
6.0%
of $7.2B revenue
Rank by ad spend
#138
of 336 companies

Key facts

  • Ad spend is 2.0x its FY2015 level ($214M), faster than revenue (1.2x).
  • The highest year on file is FY2017 at $485M; FY2025 is 12% below it.
  • Largest increase +70.2% in FY2016; largest cut -18.1% in FY2018.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 6.0% of revenue, up from 3.9% in FY2020.
  • Newell Brands spends more on advertising than 59% 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 $200M $400M $600M FY2009 (ended 2009-12-31): $140M FY2010 (ended 2010-12-31): $153M 2010 FY2011 (ended 2011-12-31): $151M FY2012 (ended 2012-12-31): $140M FY2013 (ended 2013-12-31): $149M 2013 FY2014 (ended 2014-12-31): $189M FY2015 (ended 2015-12-31): $214M FY2016 (ended 2016-12-31): $364M 2016 FY2017 (ended 2017-12-31): $485M FY2018 (ended 2018-12-31): $397M FY2019 (ended 2019-12-31): $389M 2019 FY2020 (ended 2020-12-31): $362M FY2021 (ended 2021-12-31): $407M FY2022 (ended 2022-12-31): $387M 2022 FY2023 (ended 2023-12-31): $371M FY2024 (ended 2024-12-31): $417M FY2025 (ended 2025-12-31): $429M 2025 $429M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-12-31): 2.5% FY2010 (ended 2010-12-31): 2.7% 2010 FY2011 (ended 2011-12-31): 2.7% FY2012 (ended 2012-12-31): 2.5% FY2013 (ended 2013-12-31): 2.7% 2013 FY2014 (ended 2014-12-31): 3.3% FY2015 (ended 2015-12-31): 3.6% FY2016 (ended 2016-12-31): 2.7% 2016 FY2017 (ended 2017-12-31): 3.3% FY2018 (ended 2018-12-31): 3.9% FY2019 (ended 2019-12-31): 4.0% 2019 FY2020 (ended 2020-12-31): 3.9% FY2021 (ended 2021-12-31): 3.8% FY2022 (ended 2022-12-31): 4.1% 2022 FY2023 (ended 2023-12-31): 4.6% FY2024 (ended 2024-12-31): 5.5% FY2025 (ended 2025-12-31): 6.0% 2025 6.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $429M +2.9% $7.2B 6.0% AdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $417M +12.4% $7.6B 5.5% AdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $371M -4.1% $8.1B 4.6% AdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $387M -4.9% $9.5B 4.1% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $407M +12.4% $10.6B 3.8% AdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 31, 2020 $362M -6.9% $9.4B 3.9% AdvertisingExpense 10-K Feb 15, 2023
FY2019 Dec 31, 2019 $389M -2.0% $9.7B 4.0% AdvertisingExpense 10-K Feb 14, 2022
FY2018 Dec 31, 2018 $397M -18.1% $10.2B 3.9% AdvertisingExpense 10-K Feb 19, 2021
FY2017 Dec 31, 2017 $485M +33.2% $14.7B 3.3% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $364M +70.2% $13.3B 2.7% AdvertisingExpense 10-K Mar 4, 2019
FY2015 Dec 31, 2015 $214M +13.5% $5.9B 3.6% AdvertisingExpense 10-K Mar 1, 2017
FY2014 Dec 31, 2014 $189M +26.3% $5.7B 3.3% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $149M +6.6% $5.6B 2.7% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $140M -7.4% $5.5B 2.5% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $151M -1.1% $5.5B 2.7% AdvertisingExpense 10-K Mar 3, 2014
FY2010 Dec 31, 2010 $153M +9.4% $5.7B 2.7% AdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $140M n/a $5.5B 2.5% 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 Newell Brands in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
135 Levi Strauss $437M 7.0% +1.6% FY2025
136 FedEx $436M 0.5% +2.6% FY2026
137 TAL Education Group $429M 14.3% +40.4% FY2026
138 Newell Brands $429M 6.0% +2.9% FY2025
139 Vipshop $427M 2.8% +4.7% FY2025
140 SoFi Technologies $426M 11.8% +32.4% FY2025
141 Charles Schwab $420M 1.8% +5.8% FY2025

Full ranking of 336 companies · Biggest increases #207

Questions

How much does Newell Brands spend on advertising?

Newell Brands spent $429M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does Newell Brands spend on advertising?

6.0% of revenue in fiscal 2025 ($429M of $7.2B). The median across the 336 companies tracked is 5.2%.

Is Newell Brands spending more on advertising?

Yes. Ad spend rose 2.9% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Newell Brands rank by advertising spend?

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

What does Newell Brands's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0000814453-26-000008
Company
NEWELL BRANDS INC., CIK 814453, SIC 3089 (Plastics Products, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Newell Brands advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/newell-brands/advertising-spend/
Download
CSV, all years · CSV, all 336 companies