O Reilly Automotive advertising spend, FY2025

O Reilly Automotive (ORLY) reported $91.1M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.5% of revenue of $17.8B. Up 0.4% from FY2024.

Ad spend, FY2025
$91.1M
year ended Dec 31, 2025
Change vs prior year
+0.4%
vs FY2024
Share of revenue
0.5%
of $17.8B revenue
Rank by ad spend
#359
of 458 companies

Key facts

  • Ad spend is 1.1x its FY2015 level ($79.3M), slower than revenue (2.2x).
  • FY2025 is the highest year on file, going back to FY2008.
  • Largest increase +12.4% in FY2022; largest cut -6.9% in FY2020.
  • Ad spend has risen 4 years in a row.
  • Ad spend is 0.5% of revenue, down from 0.6% in FY2020.
  • O Reilly Automotive spends more on advertising than 22% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2008 (ended 2008-12-31): $65.6M FY2009 (ended 2009-12-31): $72.9M FY2010 (ended 2010-12-31): $70M 2010 FY2011 (ended 2011-12-31): $73.8M FY2012 (ended 2012-12-31): $74.8M FY2013 (ended 2013-12-31): $78.3M 2013 FY2014 (ended 2014-12-31): $79M FY2015 (ended 2015-12-31): $79.3M FY2016 (ended 2016-12-31): $83M 2016 FY2017 (ended 2017-12-31): $83.7M FY2018 (ended 2018-12-31): $81.4M FY2019 (ended 2019-12-31): $79.3M 2019 FY2020 (ended 2020-12-31): $73.8M FY2021 (ended 2021-12-31): $72.5M FY2022 (ended 2022-12-31): $81.5M 2022 FY2023 (ended 2023-12-31): $85.7M FY2024 (ended 2024-12-31): $90.7M FY2025 (ended 2025-12-31): $91.1M 2025 $91.1M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% 2.0% FY2008 (ended 2008-12-31): 1.8% FY2009 (ended 2009-12-31): 1.5% FY2010 (ended 2010-12-31): 1.3% 2010 FY2011 (ended 2011-12-31): 1.3% FY2012 (ended 2012-12-31): 1.2% FY2013 (ended 2013-12-31): 1.2% 2013 FY2014 (ended 2014-12-31): 1.1% FY2015 (ended 2015-12-31): 1.0% FY2016 (ended 2016-12-31): 1.0% 2016 FY2017 (ended 2017-12-31): 0.9% FY2018 (ended 2018-12-31): 0.9% FY2019 (ended 2019-12-31): 0.8% 2019 FY2020 (ended 2020-12-31): 0.6% FY2021 (ended 2021-12-31): 0.5% FY2022 (ended 2022-12-31): 0.6% 2022 FY2023 (ended 2023-12-31): 0.5% FY2024 (ended 2024-12-31): 0.5% FY2025 (ended 2025-12-31): 0.5% 2025 0.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $91.1M +0.4% $17.8B 0.5% AdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 31, 2024 $90.7M +5.8% $16.7B 0.5% AdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 31, 2023 $85.7M +5.2% $15.8B 0.5% AdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $81.5M +12.4% $14.4B 0.6% AdvertisingExpense 10-K Feb 28, 2025
FY2021 Dec 31, 2021 $72.5M -1.8% $13.3B 0.5% AdvertisingExpense 10-K Feb 28, 2024
FY2020 Dec 31, 2020 $73.8M -6.9% $11.6B 0.6% AdvertisingExpense 10-K Feb 28, 2023
FY2019 Dec 31, 2019 $79.3M -2.6% $10.1B 0.8% AdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $81.4M -2.7% $9.5B 0.9% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $83.7M +0.8% $9B 0.9% AdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $83M +4.7% $8.6B 1.0% AdvertisingExpense 10-K Feb 27, 2019
FY2015 Dec 31, 2015 $79.3M +0.4% $8B 1.0% AdvertisingExpense 10-K Feb 28, 2018
FY2014 Dec 31, 2014 $79M +0.9% $7.2B 1.1% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $78.3M +4.7% $6.6B 1.2% AdvertisingExpense 10-K Feb 26, 2016
FY2012 Dec 31, 2012 $74.8M +1.4% $6.2B 1.2% AdvertisingExpense 10-K Feb 27, 2015
FY2011 Dec 31, 2011 $73.8M +5.4% $5.8B 1.3% AdvertisingExpense 10-K Feb 28, 2014
FY2010 Dec 31, 2010 $70M -4.0% $5.4B 1.3% AdvertisingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $72.9M +11.1% $4.8B 1.5% AdvertisingExpense 10-K Feb 28, 2012
FY2008 Dec 31, 2008 $65.6M n/a $3.6B 1.8% AdvertisingExpense 10-K Feb 28, 2011

What the figure is

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

Compared with similar spenders

The 6 companies closest to O Reilly Automotive in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
355 Acco Brands $92.5M 6.1% -6.8% FY2025
356 Stride $92.1M 3.7% -11.1% FY2026
357 Smithfield Foods $92M 0.6% -5.2% FY2025
358 Global Industrial $91.1M 6.6% +0.6% FY2025
359 O Reilly Automotive $91.1M 0.5% +0.4% FY2025
360 American Coastal Insurance $90M 26.8% +119.5% FY2025
361 Alkermes $89.7M 6.1% -16.6% FY2025

Full ranking of 458 companies · Biggest increases #308 · Lowest ad-to-revenue #22

Questions

How much does O Reilly Automotive spend on advertising?

O Reilly Automotive spent $91.1M 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 O Reilly Automotive spend on advertising?

0.5% of revenue in fiscal 2025 ($91.1M of $17.8B). The median across the 458 companies tracked is 4.6%.

Is O Reilly Automotive spending more on advertising?

Yes. Ad spend rose 0.4% in fiscal 2025 from fiscal 2024. It has risen 4 years in a row.

How does O Reilly Automotive rank by advertising spend?

#359 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does O Reilly Automotive's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 27, 2026
Accession number
0000898173-26-000009
Company
O REILLY AUTOMOTIVE INC, CIK 898173, SIC 5531 (Retail-Auto & Home Supply Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
O Reilly Automotive advertising spend, FY2008-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/o-reilly-automotive/advertising-spend/
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CSV, all years · CSV, all 458 companies