Pfizer advertising spend, FY2025

Pfizer (PFE) reported $2.7B of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.3% of revenue of $62.6B. Down 18.2% from FY2024.

Ad spend, FY2025
$2.7B
year ended Dec 31, 2025
Change vs prior year
-18.2%
vs FY2024
Share of revenue
4.3%
of $62.6B revenue
Rank by ad spend
#25
of 336 companies

Key facts

  • Ad spend is 13% below its FY2015 level ($3.1B).
  • The highest year on file is FY2010 at $3.8B; FY2025 is 29% below it.
  • Largest increase +40.0% in FY2022; largest cut -22.2% in FY2012.
  • Ad spend has fallen 2 years in a row.
  • Ad spend is 4.3% of revenue, about the same as 4.3% in FY2020.
  • Pfizer spends more on advertising than 93% 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 $1B $2B $3B $4B FY2008 (ended 2008-12-31): $2.6B FY2009 (ended 2009-12-31): $2.9B FY2010 (ended 2010-12-31): $3.8B 2010 FY2011 (ended 2011-12-31): $3.6B FY2012 (ended 2012-12-31): $2.8B FY2013 (ended 2013-12-31): $3B 2013 FY2014 (ended 2014-12-31): $3.1B FY2015 (ended 2015-12-31): $3.1B FY2016 (ended 2016-12-31): $3.2B 2016 FY2017 (ended 2017-12-31): $3.1B FY2018 (ended 2018-12-31): $2.7B FY2019 (ended 2019-12-31): $2.3B 2019 FY2020 (ended 2020-12-31): $1.8B FY2021 (ended 2021-12-31): $2B FY2022 (ended 2022-12-31): $2.8B 2022 FY2023 (ended 2023-12-31): $3.7B FY2024 (ended 2024-12-31): $3.3B FY2025 (ended 2025-12-31): $2.7B 2025 $2.7B

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2008 (ended 2008-12-31): 5.4% FY2009 (ended 2009-12-31): 5.9% FY2010 (ended 2010-12-31): 5.8% 2010 FY2011 (ended 2011-12-31): 5.9% FY2012 (ended 2012-12-31): 5.1% FY2013 (ended 2013-12-31): 5.8% 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 6.1% 2016 FY2017 (ended 2017-12-31): 5.9% FY2018 (ended 2018-12-31): 6.6% FY2019 (ended 2019-12-31): 5.6% 2019 FY2020 (ended 2020-12-31): 4.3% FY2021 (ended 2021-12-31): 2.5% FY2022 (ended 2022-12-31): 2.8% 2022 FY2023 (ended 2023-12-31): 6.2% FY2024 (ended 2024-12-31): 5.2% FY2025 (ended 2025-12-31): 4.3% 2025 4.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.7B -18.2% $62.6B 4.3% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $3.3B -10.8% $63.6B 5.2% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $3.7B +32.1% $59.6B 6.2% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 31, 2022 $2.8B +40.0% $101B 2.8% AdvertisingExpense 10-K Feb 27, 2025
FY2021 Dec 31, 2021 $2B +11.1% $81.3B 2.5% AdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $1.8B -21.7% $41.7B 4.3% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $2.3B -14.8% $40.9B 5.6% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $2.7B -12.9% $40.8B 6.6% AdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $3.1B -3.1% $52.5B 5.9% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $3.2B +3.2% $52.8B 6.1% AdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $3.1B 0.0% n/a n/a AdvertisingExpense 10-K Feb 22, 2018
FY2014 Dec 31, 2014 $3.1B +3.3% n/a n/a AdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 31, 2013 $3B +7.1% $51.6B 5.8% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $2.8B -22.2% $54.7B 5.1% AdvertisingExpense 10-K Feb 27, 2015
FY2011 Dec 31, 2011 $3.6B -5.3% $61B 5.9% AdvertisingExpense 10-K Feb 28, 2014
FY2010 Dec 31, 2010 $3.8B +31.0% $65.2B 5.8% AdvertisingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $2.9B +11.5% $49.3B 5.9% AdvertisingExpense 10-K Feb 28, 2012
FY2008 Dec 31, 2008 $2.6B n/a $48.3B 5.4% 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 Pfizer in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
21 Eli Lilly $2.9B 4.4% +107.1% FY2025
22 Colgate-Palmolive $2.7B 13.3% -0.6% FY2025
23 Ford $2.7B 1.4% -3.6% FY2025
24 Microsoft $2.7B 0.8% +28.6% FY2026
25 Pfizer $2.7B 4.3% -18.2% FY2025
26 Universe Pharmaceuticals $2.5B 14.1% -50.9% FY2025
27 AMD $2.4B 6.9% +100.0% FY2025

Full ranking of 336 companies · Biggest cuts #17

Questions

How much does Pfizer spend on advertising?

Pfizer spent $2.7B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Pfizer spend on advertising?

4.3% of revenue in fiscal 2025 ($2.7B of $62.6B). The median across the 336 companies tracked is 5.2%.

Is Pfizer spending more on advertising?

No. Ad spend fell 18.2% in fiscal 2025 from fiscal 2024. It has fallen 2 years in a row.

How does Pfizer rank by advertising spend?

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

What does Pfizer'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
0000078003-26-000026
Company
PFIZER INC, CIK 78003, SIC 2834 (Pharmaceutical Preparations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Pfizer advertising spend, FY2008-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/pfizer/advertising-spend/
Download
CSV, all years · CSV, all 336 companies