Primo Brands advertising spend, FY2025
Primo Brands (PRMB) reported $206M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.1% of revenue of $6.7B. Down 5.9% from FY2024.
Key facts
- Ad spend is 9% below its FY2022 level ($227M), while revenue grew 1.5x.
- The highest year on file is FY2022 at $227M; FY2025 is 9% below it.
- Largest increase +10.5% in FY2024; largest cut -12.9% in FY2023.
- Primo Brands spends more on advertising than 34% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $206M | -5.9% | $6.7B | 3.1% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2026 |
| FY2024 | Dec 31, 2024 | $219M | +10.5% | $5.2B | 4.2% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2026 |
| FY2023 | Dec 31, 2023 | $198M | -12.9% | $4.7B | 4.2% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2026 |
| FY2022 | Dec 31, 2022 | $227M | n/a | $4.4B | 5.1% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2025 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Compared with similar spenders
The 6 companies closest to Primo Brands in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 219 | Lennar | $211M | 0.6% | +10.4% | FY2025 |
| 220 | Choice Hotels International | $208M | 13.0% | +6.8% | FY2025 |
| 221 | JOYY | $207M | 9.8% | -13.7% | FY2025 |
| 222 | Atlassian | $206M | 3.1% | +34.8% | FY2026 |
| 223 | Primo Brands | $206M | 3.1% | -5.9% | FY2025 |
| 224 | GoodRx | $203M | 25.5% | -3.8% | FY2025 |
| 225 | Vertex Pharmaceuticals | $203M | 1.7% | +136.6% | FY2025 |
Questions
How much does Primo Brands spend on advertising?
Primo Brands spent $206M 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 Primo Brands spend on advertising?
3.1% of revenue in fiscal 2025 ($206M of $6.7B). The median across the 336 companies tracked is 5.2%.
Is Primo Brands spending more on advertising?
No. Ad spend fell 5.9% in fiscal 2025 from fiscal 2024.
How does Primo Brands rank by advertising spend?
#223 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Primo Brands's advertising figure include?
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Source
- Filing
- 10-K for FY2025, filed Feb 27, 2026
- Accession number
0001628280-26-012779- Company
- Primo Brands Corp, CIK 2042694, SIC 2080 (Beverages)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Primo Brands advertising spend, FY2022-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/primo-brands/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies