Papa John's advertising spend, FY2025

Papa John's (PZZA) reported $168M of advertising expense for the fiscal year ended Dec 28, 2025. That is 8.2% of revenue of $2.1B. Up 2.0% from FY2024.

Ad spend, FY2025
$168M
year ended Dec 28, 2025
Change vs prior year
+2.0%
vs FY2024
Share of revenue
8.2%
of $2.1B revenue
Rank by ad spend
#243
of 336 companies

Key facts

  • Ad spend is 2.5x its FY2015 level ($67.2M), faster than revenue (1.3x).
  • FY2025 is the highest year on file, going back to FY2014.
  • Largest increase +152.7% in FY2022; largest cut -15.9% in FY2018.
  • Ad spend has risen 6 years in a row.
  • Ad spend is 8.2% of revenue, up from 3.1% in FY2020.
  • Papa John's spends more on advertising than 28% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.6x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M $200M FY2014 (ended 2014-12-28): $63.5M FY2015 (ended 2015-12-27): $67.2M 2015 FY2016 (ended 2016-12-25): $70.9M FY2017 (ended 2017-12-31): $72.3M 2017 FY2018 (ended 2018-12-30): $60.8M FY2019 (ended 2019-12-29): $54.3M 2019 FY2020 (ended 2020-12-27): $56.7M FY2021 (ended 2021-12-26): $61.7M 2021 FY2022 (ended 2022-12-25): $156M FY2023 (ended 2023-12-31): $158M 2023 FY2024 (ended 2024-12-29): $164M FY2025 (ended 2025-12-28): $168M 2025 $168M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2014 (ended 2014-12-28): 4.0% FY2015 (ended 2015-12-27): 4.1% 2015 FY2016 (ended 2016-12-25): 4.1% FY2017 (ended 2017-12-31): 4.1% 2017 FY2018 (ended 2018-12-30): 3.7% FY2019 (ended 2019-12-29): 3.4% 2019 FY2020 (ended 2020-12-27): 3.1% FY2021 (ended 2021-12-26): 3.0% 2021 FY2022 (ended 2022-12-25): 7.4% FY2023 (ended 2023-12-31): 7.4% 2023 FY2024 (ended 2024-12-29): 8.0% FY2025 (ended 2025-12-28): 8.2% 2025 8.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 28, 2025 $168M +2.0% $2.1B 8.2% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 29, 2024 $164M +4.0% $2.1B 8.0% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $158M +1.3% $2.1B 7.4% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 25, 2022 $156M +152.7% $2.1B 7.4% AdvertisingExpense 10-K Feb 27, 2025
FY2021 Dec 26, 2021 $61.7M +8.8% $2.1B 3.0% MarketingExpense 10-K Feb 29, 2024
FY2020 Dec 27, 2020 $56.7M +4.4% $1.8B 3.1% MarketingExpense 10-K Feb 23, 2023
FY2019 Dec 29, 2019 $54.3M -10.7% $1.6B 3.4% MarketingExpense 10-K Feb 24, 2022
FY2018 Dec 30, 2018 $60.8M -15.9% $1.7B 3.7% MarketingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $72.3M +2.0% $1.8B 4.1% MarketingExpense 10-K Feb 26, 2020
FY2016 Dec 25, 2016 $70.9M +5.5% $1.7B 4.1% MarketingExpense 10-K/A May 7, 2019
FY2015 Dec 27, 2015 $67.2M +5.8% $1.6B 4.1% MarketingExpense 10-K Feb 27, 2018
FY2014 Dec 28, 2014 $63.5M n/a $1.6B 4.0% MarketingExpense 10-K Feb 21, 2017

What the figure is

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

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 Papa John's in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
240 Academy Sports & Outdoors $170M 2.8% +9.1% FY2026
241 Pinterest $169M 4.0% +4.5% FY2025
242 Melco Resorts & Entertainment $168M 3.3% +1.7% FY2025
243 Papa John's $168M 8.2% +2.0% FY2025
244 Axsome Therapeutics $167M 26.2% +65.1% FY2025
245 Groupon $166M 33.3% +15.0% FY2025
246 Zillow Group $165M 6.4% -5.7% FY2025

Full ranking of 336 companies · Biggest increases #220 · Up 5+ years in a row #32

Questions

How much does Papa John's spend on advertising?

Papa John's spent $168M on advertising in fiscal 2025, the year ended Dec 28, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Papa John's spend on advertising?

8.2% of revenue in fiscal 2025 ($168M of $2.1B). The median across the 336 companies tracked is 5.2%.

Is Papa John's spending more on advertising?

Yes. Ad spend rose 2.0% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.

How does Papa John's rank by advertising spend?

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

What does Papa John's's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0001628280-26-011965
Company
PAPA JOHNS INTERNATIONAL INC, CIK 901491, SIC 5812 (Retail-Eating Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Papa John's advertising spend, FY2014-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/papa-johns-international/advertising-spend/
Download
CSV, all years · CSV, all 336 companies