Procter & Gamble advertising spend, FY2026

Procter & Gamble (PG) reported $10.2B of advertising expense for the fiscal year ended Jun 30, 2026. That is 11.7% of revenue of $87B. Up 10.9% from FY2025.

Ad spend, FY2026
$10.2B
year ended Jun 30, 2026
Change vs prior year
+10.9%
vs FY2025
Share of revenue
11.7%
of $87B revenue
Rank by ad spend
#4
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2016 level ($7.2B), faster than revenue (1.3x).
  • FY2026 is the highest year on file, going back to FY2008.
  • Largest increase +20.0% in FY2024; largest cut -16.0% in FY2014.
  • Ad spend is 11.7% of revenue, up from 10.8% in FY2021.
  • Procter & Gamble spends more on advertising than 99% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.3x the median of 5.2%.

Ad spend by fiscal year

$0 $5B $10B $15B FY2008 (ended 2008-06-30): $8.5B 2008 FY2009 (ended 2009-06-30): $7.5B FY2010 (ended 2010-06-30): $8.5B FY2011 (ended 2011-06-30): $9.2B 2011 FY2012 (ended 2012-06-30): $9.2B FY2013 (ended 2013-06-30): $9.4B FY2014 (ended 2014-06-30): $7.9B 2014 FY2015 (ended 2015-06-30): $7.2B FY2016 (ended 2016-06-30): $7.2B FY2017 (ended 2017-06-30): $7.1B 2017 FY2018 (ended 2018-06-30): $7.1B FY2019 (ended 2019-06-30): $6.8B FY2020 (ended 2020-06-30): $7.3B 2020 FY2021 (ended 2021-06-30): $8.2B FY2022 (ended 2022-06-30): $7.9B FY2023 (ended 2023-06-30): $8B 2023 FY2024 (ended 2024-06-30): $9.6B FY2025 (ended 2025-06-30): $9.2B FY2026 (ended 2026-06-30): $10.2B 2026 $10.2B

Ad spend as % of revenue

0% 5% 10% 15% FY2008 (ended 2008-06-30): 10.7% 2008 FY2009 (ended 2009-06-30): 9.8% FY2010 (ended 2010-06-30): 10.9% FY2011 (ended 2011-06-30): 11.3% 2011 FY2012 (ended 2012-06-30): 11.2% FY2013 (ended 2013-06-30): 11.7% FY2014 (ended 2014-06-30): 10.6% 2014 FY2015 (ended 2015-06-30): 10.2% FY2016 (ended 2016-06-30): 11.0% FY2017 (ended 2017-06-30): 10.9% 2017 FY2018 (ended 2018-06-30): 10.6% FY2019 (ended 2019-06-30): 10.0% FY2020 (ended 2020-06-30): 10.3% 2020 FY2021 (ended 2021-06-30): 10.8% FY2022 (ended 2022-06-30): 9.9% FY2023 (ended 2023-06-30): 9.8% 2023 FY2024 (ended 2024-06-30): 11.4% FY2025 (ended 2025-06-30): 10.9% FY2026 (ended 2026-06-30): 11.7% 2026 11.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jun 30, 2026 $10.2B +10.9% $87B 11.7% AdvertisingExpense 10-K Aug 4, 2026
FY2025 Jun 30, 2025 $9.2B -4.2% $84.3B 10.9% AdvertisingExpense 10-K Aug 4, 2026
FY2024 Jun 30, 2024 $9.6B +20.0% $84B 11.4% AdvertisingExpense 10-K Aug 4, 2026
FY2023 Jun 30, 2023 $8B +1.3% $82B 9.8% AdvertisingExpense 10-K Aug 4, 2025
FY2022 Jun 30, 2022 $7.9B -3.7% $80.2B 9.9% AdvertisingExpense 10-K Aug 5, 2024
FY2021 Jun 30, 2021 $8.2B +12.3% $76.1B 10.8% AdvertisingExpense 10-K Aug 4, 2023
FY2020 Jun 30, 2020 $7.3B +7.4% $71B 10.3% AdvertisingExpense 10-K Aug 5, 2022
FY2019 Jun 30, 2019 $6.8B -4.2% $67.7B 10.0% AdvertisingExpense 10-K Aug 6, 2021
FY2018 Jun 30, 2018 $7.1B 0.0% $66.8B 10.6% AdvertisingExpense 10-K/A Aug 7, 2020
FY2017 Jun 30, 2017 $7.1B -1.4% $65.1B 10.9% AdvertisingExpense 10-K Aug 6, 2019
FY2016 Jun 30, 2016 $7.2B 0.0% $65.3B 11.0% AdvertisingExpense 10-K Aug 7, 2018
FY2015 Jun 30, 2015 $7.2B -8.9% $70.7B 10.2% AdvertisingExpense 10-K Aug 7, 2017
FY2014 Jun 30, 2014 $7.9B -16.0% $74.4B 10.6% AdvertisingExpense 10-K Aug 9, 2016
FY2013 Jun 30, 2013 $9.4B +2.2% $80.1B 11.7% AdvertisingExpense 10-K Aug 7, 2015
FY2012 Jun 30, 2012 $9.2B 0.0% $82B 11.2% AdvertisingExpense 10-K Aug 8, 2014
FY2011 Jun 30, 2011 $9.2B +8.6% $81.1B 11.3% AdvertisingExpense 10-K Aug 8, 2013
FY2010 Jun 30, 2010 $8.5B +12.7% $77.6B 10.9% AdvertisingExpense 10-K Aug 8, 2012
FY2009 Jun 30, 2009 $7.5B -11.7% $76.7B 9.8% AdvertisingExpense 10-K Aug 10, 2011
FY2008 Jun 30, 2008 $8.5B n/a $79.3B 10.7% AdvertisingExpense 10-K Aug 13, 2010

What the figure is

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

Compared with similar spenders

The 6 companies closest to Procter & Gamble in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
2 JD.com $12B 6.4% +82.7% FY2025
3 PDD Holdings (Temu) $10.7B 17.4% +14.2% FY2025
4 Procter & Gamble $10.2B 11.7% +10.9% FY2026
5 Alphabet (Google) $9.9B 2.5% +13.8% FY2025
6 Comcast $8.9B 7.2% +9.8% FY2025
7 Booking Holdings $8.2B 30.4% +12.5% FY2025
8 Disney $6.5B 6.9% +6.6% FY2025

Full ranking of 336 companies · Biggest increases #124

Questions

How much does Procter & Gamble spend on advertising?

Procter & Gamble spent $10.2B on advertising in fiscal 2026, the year ended Jun 30, 2026, according to its 10-K filed Aug 4, 2026.

What percentage of revenue does Procter & Gamble spend on advertising?

11.7% of revenue in fiscal 2026 ($10.2B of $87B). The median across the 336 companies tracked is 5.2%.

Is Procter & Gamble spending more on advertising?

Yes. Ad spend rose 10.9% in fiscal 2026 from fiscal 2025.

How does Procter & Gamble rank by advertising spend?

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

What does Procter & Gamble's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Aug 4, 2026
Accession number
0000080424-26-000103
Company
PROCTER & GAMBLE Co, CIK 80424, SIC 2840 (Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Procter & Gamble advertising spend, FY2008-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Aug 4, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/procter-gamble/advertising-spend/
Download
CSV, all years · CSV, all 336 companies