T. Rowe Price advertising spend, FY2025

T. Rowe Price (TROW) reported $107M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.5% of revenue of $7.3B. Down 17.1% from FY2024.

Ad spend, FY2025
$107M
year ended Dec 31, 2025
Change vs prior year
-17.1%
vs FY2024
Share of revenue
1.5%
of $7.3B revenue
Rank by ad spend
#321
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2015 level ($79.7M), slower than revenue (1.7x).
  • The highest year on file is FY2024 at $130M; FY2025 is 17% below it.
  • Largest increase +19.7% in FY2021; largest cut -29.7% in FY2009.
  • Ad spend is 1.5% of revenue, up from 1.3% in FY2020.
  • T. Rowe Price spends more on advertising than 4% 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 $50M $100M $150M FY2007 (ended 2007-12-31): $108M 2007 FY2008 (ended 2008-12-31): $104M FY2009 (ended 2009-12-31): $73.2M FY2010 (ended 2010-12-31): $86.9M 2010 FY2011 (ended 2011-12-31): $90.8M FY2012 (ended 2012-12-31): $88.5M FY2013 (ended 2013-12-31): $87M 2013 FY2014 (ended 2014-12-31): $76M FY2015 (ended 2015-12-31): $79.7M FY2016 (ended 2016-12-31): $80.2M 2016 FY2017 (ended 2017-12-31): $92.4M FY2018 (ended 2018-12-31): $99.6M FY2019 (ended 2019-12-31): $96.8M 2019 FY2020 (ended 2020-12-31): $83.7M FY2021 (ended 2021-12-31): $100M FY2022 (ended 2022-12-31): $97.3M 2022 FY2023 (ended 2023-12-31): $114M FY2024 (ended 2024-12-31): $130M FY2025 (ended 2025-12-31): $107M 2025 $107M

Ad spend as % of revenue

0% 2% 4% 6% FY2007 (ended 2007-12-31): 4.8% 2007 FY2008 (ended 2008-12-31): 4.9% FY2009 (ended 2009-12-31): 3.9% FY2010 (ended 2010-12-31): 3.7% 2010 FY2011 (ended 2011-12-31): 3.3% FY2012 (ended 2012-12-31): 2.9% FY2013 (ended 2013-12-31): 2.5% 2013 FY2014 (ended 2014-12-31): 1.9% FY2015 (ended 2015-12-31): 1.9% FY2016 (ended 2016-12-31): 1.9% 2016 FY2017 (ended 2017-12-31): 1.9% FY2018 (ended 2018-12-31): 1.9% FY2019 (ended 2019-12-31): 1.7% 2019 FY2020 (ended 2020-12-31): 1.3% FY2021 (ended 2021-12-31): 1.3% FY2022 (ended 2022-12-31): 1.5% 2022 FY2023 (ended 2023-12-31): 1.8% FY2024 (ended 2024-12-31): 1.8% FY2025 (ended 2025-12-31): 1.5% 2025 1.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $107M -17.1% $7.3B 1.5% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $130M +13.5% $7.1B 1.8% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $114M +17.4% $6.5B 1.8% MarketingAndAdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $97.3M -2.9% $6.5B 1.5% MarketingAndAdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $100M +19.7% $7.7B 1.3% MarketingAndAdvertisingExpense 10-K Feb 16, 2024
FY2020 Dec 31, 2020 $83.7M -13.5% $6.2B 1.3% MarketingAndAdvertisingExpense 10-K Feb 15, 2023
FY2019 Dec 31, 2019 $96.8M -2.8% $5.6B 1.7% MarketingAndAdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $99.6M +7.8% $5.4B 1.9% MarketingAndAdvertisingExpense 10-K Feb 11, 2021
FY2017 Dec 31, 2017 $92.4M +15.2% $4.9B 1.9% MarketingAndAdvertisingExpense 10-K Feb 13, 2020
FY2016 Dec 31, 2016 $80.2M +0.6% $4.3B 1.9% MarketingAndAdvertisingExpense 10-K Feb 13, 2019
FY2015 Dec 31, 2015 $79.7M +4.9% $4.2B 1.9% MarketingAndAdvertisingExpense 10-K Feb 16, 2018
FY2014 Dec 31, 2014 $76M -12.6% $4B 1.9% MarketingAndAdvertisingExpense 10-K Feb 7, 2017
FY2013 Dec 31, 2013 $87M -1.7% $3.5B 2.5% MarketingAndAdvertisingExpense 10-K Feb 5, 2016
FY2012 Dec 31, 2012 $88.5M -2.5% $3B 2.9% MarketingAndAdvertisingExpense 10-K Feb 5, 2015
FY2011 Dec 31, 2011 $90.8M +4.5% $2.7B 3.3% MarketingAndAdvertisingExpense 10-K Feb 4, 2014
FY2010 Dec 31, 2010 $86.9M +18.7% $2.4B 3.7% MarketingAndAdvertisingExpense 10-K Feb 5, 2013
FY2009 Dec 31, 2009 $73.2M -29.7% $1.9B 3.9% MarketingAndAdvertisingExpense 10-K Feb 3, 2012
FY2008 Dec 31, 2008 $104M -3.5% $2.1B 4.9% MarketingAndAdvertisingExpense 10-K Feb 8, 2011
FY2007 Dec 31, 2007 $108M n/a $2.2B 4.8% MarketingAndAdvertisingExpense 10-K Feb 5, 2010

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to T. Rowe Price in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
318 D.R. Horton $108M 0.3% +49.7% FY2025
319 Corpay $108M 2.4% +43.6% FY2025
320 Tractor Supply $108M 0.7% +13.1% FY2025
321 T. Rowe Price $107M 1.5% -17.1% FY2025
322 Coursera $107M 14.1% +70.7% FY2025
323 RH $106M 3.1% -13.1% FY2026
324 Brilliant Earth Group $106M 24.2% -2.2% FY2025

Full ranking of 336 companies · Biggest cuts #18 · Lowest ad-to-revenue #49

Questions

How much does T. Rowe Price spend on advertising?

T. Rowe Price spent $107M 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 T. Rowe Price spend on advertising?

1.5% of revenue in fiscal 2025 ($107M of $7.3B). The median across the 336 companies tracked is 5.2%.

Is T. Rowe Price spending more on advertising?

No. Ad spend fell 17.1% in fiscal 2025 from fiscal 2024.

How does T. Rowe Price rank by advertising spend?

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

What does T. Rowe Price's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0001628280-26-008002
Company
PRICE T ROWE GROUP INC, CIK 1113169, SIC 6282 (Investment Advice)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
T. Rowe Price advertising spend, FY2007-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/price-t-rowe-group/advertising-spend/
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CSV, all years · CSV, all 336 companies