Philip Morris International advertising spend, FY2025

Philip Morris International (PM) reported $1.4B of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.3% of revenue of $40.6B. Up 26.8% from FY2024.

Ad spend, FY2025
$1.4B
year ended Dec 31, 2025
Change vs prior year
+26.8%
vs FY2024
Share of revenue
3.3%
of $40.6B revenue
Rank by ad spend
#49
of 336 companies

Key facts

  • Ad spend is 3.0x its FY2015 level ($448M), faster than revenue (0.5x).
  • FY2025 is the highest year on file, going back to FY2008.
  • Largest increase +104.9% in FY2017; largest cut -18.5% in FY2019.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 3.3% of revenue, up from 0.8% in FY2020.
  • Philip Morris International spends more on advertising than 86% 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 $500M $1B $1.5B FY2008 (ended 2008-12-31): $436M FY2009 (ended 2009-12-31): $387M FY2010 (ended 2010-12-31): $402M 2010 FY2011 (ended 2011-12-31): $464M FY2012 (ended 2012-12-31): $483M FY2013 (ended 2013-12-31): $435M 2013 FY2014 (ended 2014-12-31): $439M FY2015 (ended 2015-12-31): $448M FY2016 (ended 2016-12-31): $405M 2016 FY2017 (ended 2017-12-31): $830M FY2018 (ended 2018-12-31): $896M FY2019 (ended 2019-12-31): $730M 2019 FY2020 (ended 2020-12-31): $637M FY2021 (ended 2021-12-31): $807M FY2022 (ended 2022-12-31): $777M 2022 FY2023 (ended 2023-12-31): $965M FY2024 (ended 2024-12-31): $1.1B FY2025 (ended 2025-12-31): $1.4B 2025 $1.4B

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2008 (ended 2008-12-31): 0.7% FY2009 (ended 2009-12-31): 0.6% FY2010 (ended 2010-12-31): 0.6% 2010 FY2011 (ended 2011-12-31): 0.6% FY2012 (ended 2012-12-31): 0.6% FY2013 (ended 2013-12-31): 0.5% 2013 FY2014 (ended 2014-12-31): 0.5% FY2015 (ended 2015-12-31): 0.6% FY2016 (ended 2016-12-31): 0.5% 2016 FY2017 (ended 2017-12-31): 1.1% FY2018 (ended 2018-12-31): 1.1% FY2019 (ended 2019-12-31): 0.9% 2019 FY2020 (ended 2020-12-31): 0.8% FY2021 (ended 2021-12-31): 1.0% FY2022 (ended 2022-12-31): 1.0% 2022 FY2023 (ended 2023-12-31): 2.7% FY2024 (ended 2024-12-31): 2.8% FY2025 (ended 2025-12-31): 3.3% 2025 3.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1.4B +26.8% $40.6B 3.3% AdvertisingExpense 10-K Feb 6, 2026
FY2024 Dec 31, 2024 $1.1B +10.8% $37.9B 2.8% AdvertisingExpense 10-K Feb 6, 2026
FY2023 Dec 31, 2023 $965M +24.2% $35.2B 2.7% AdvertisingExpense 10-K Feb 6, 2026
FY2022 Dec 31, 2022 $777M -3.7% $80.7B 1.0% AdvertisingExpense 10-K Feb 6, 2025
FY2021 Dec 31, 2021 $807M +26.7% $82.2B 1.0% AdvertisingExpense 10-K Feb 8, 2024
FY2020 Dec 31, 2020 $637M -12.7% $76B 0.8% AdvertisingExpense 10-K Feb 10, 2023
FY2019 Dec 31, 2019 $730M -18.5% $77.9B 0.9% AdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $896M +8.0% $79.8B 1.1% AdvertisingExpense 10-K Feb 9, 2021
FY2017 Dec 31, 2017 $830M +104.9% $78.1B 1.1% AdvertisingExpense 10-K Feb 7, 2020
FY2016 Dec 31, 2016 $405M -9.6% $75B 0.5% AdvertisingExpense 10-K Feb 7, 2019
FY2015 Dec 31, 2015 $448M +2.1% $73.9B 0.6% AdvertisingExpense 10-K Feb 13, 2018
FY2014 Dec 31, 2014 $439M +0.9% $80.1B 0.5% AdvertisingExpense 10-K Feb 14, 2017
FY2013 Dec 31, 2013 $435M -9.9% $80B 0.5% AdvertisingExpense 10-K Feb 17, 2016
FY2012 Dec 31, 2012 $483M +4.1% $77.4B 0.6% AdvertisingExpense 10-K Feb 20, 2015
FY2011 Dec 31, 2011 $464M +15.4% $76.3B 0.6% AdvertisingExpense 10-K Feb 21, 2014
FY2010 Dec 31, 2010 $402M +3.9% $67.7B 0.6% AdvertisingExpense 10-K Feb 22, 2013
FY2009 Dec 31, 2009 $387M -11.2% $62.1B 0.6% AdvertisingExpense 10-K Feb 24, 2012
FY2008 Dec 31, 2008 $436M n/a $63.6B 0.7% AdvertisingExpense 10-K Feb 25, 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 Philip Morris International in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
46 Wayfair $1.4B 11.4% -3.2% FY2025
47 eBay $1.4B 12.6% 0.0% FY2025
48 Adobe $1.4B 5.8% +31.7% FY2025
49 Philip Morris International $1.4B 3.3% +26.8% FY2025
50 Bristol-Myers Squibb $1.3B 2.7% -13.3% FY2025
51 Home Depot $1.3B 0.8% +8.3% FY2026
52 Restaurant Brands International (Burger King) $1.3B 13.7% +1.9% FY2025

Full ranking of 336 companies · Biggest increases #60

Questions

How much does Philip Morris International spend on advertising?

Philip Morris International spent $1.4B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 6, 2026.

What percentage of revenue does Philip Morris International spend on advertising?

3.3% of revenue in fiscal 2025 ($1.4B of $40.6B). The median across the 336 companies tracked is 5.2%.

Is Philip Morris International spending more on advertising?

Yes. Ad spend rose 26.8% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Philip Morris International rank by advertising spend?

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

What does Philip Morris International's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 6, 2026
Accession number
0001628280-26-005939
Company
Philip Morris International Inc., CIK 1413329, SIC 2111 (Cigarettes)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Philip Morris International advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 6, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/philip-morris-international/advertising-spend/
Download
CSV, all years · CSV, all 336 companies