Progressive advertising spend, FY2025

Progressive (PGR) reported $5.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 5.9% of revenue of $87.7B. Up 28.2% from FY2024.

Ad spend, FY2025
$5.1B
year ended Dec 31, 2025
Change vs prior year
+28.2%
vs FY2024
Share of revenue
5.9%
of $87.7B revenue
Rank by ad spend
#14
of 336 companies

Key facts

  • Ad spend is 6.9x its FY2015 level ($748M), faster than revenue (4.2x).
  • FY2025 is the highest year on file, going back to FY2011.
  • Largest increase +150.2% in FY2024; largest cut -21.3% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 5.9% of revenue, up from 5.1% in FY2020.
  • Progressive spends more on advertising than 96% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $2B $4B $6B FY2011 (ended 2011-12-31): $543M 2011 FY2012 (ended 2012-12-31): $547M FY2013 (ended 2013-12-31): $619M 2013 FY2014 (ended 2014-12-31): $682M FY2015 (ended 2015-12-31): $748M 2015 FY2016 (ended 2016-12-31): $756M FY2017 (ended 2017-12-31): $1B 2017 FY2018 (ended 2018-12-31): $1.4B FY2019 (ended 2019-12-31): $1.8B 2019 FY2020 (ended 2020-12-31): $2.2B FY2021 (ended 2021-12-31): $2.1B 2021 FY2022 (ended 2022-12-31): $2B FY2023 (ended 2023-12-31): $1.6B 2023 FY2024 (ended 2024-12-31): $4B FY2025 (ended 2025-12-31): $5.1B 2025 $5.1B

Ad spend as % of revenue

0% 2% 4% 6% FY2011 (ended 2011-12-31): 3.4% 2011 FY2012 (ended 2012-12-31): 3.2% FY2013 (ended 2013-12-31): 3.4% 2013 FY2014 (ended 2014-12-31): 3.5% FY2015 (ended 2015-12-31): 3.6% 2015 FY2016 (ended 2016-12-31): 3.2% FY2017 (ended 2017-12-31): 3.7% 2017 FY2018 (ended 2018-12-31): 4.4% FY2019 (ended 2019-12-31): 4.7% 2019 FY2020 (ended 2020-12-31): 5.1% FY2021 (ended 2021-12-31): 4.5% 2021 FY2022 (ended 2022-12-31): 4.1% FY2023 (ended 2023-12-31): 2.6% 2023 FY2024 (ended 2024-12-31): 5.3% FY2025 (ended 2025-12-31): 5.9% 2025 5.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $5.1B +28.2% $87.7B 5.9% AdvertisingExpense 10-K Mar 2, 2026
FY2024 Dec 31, 2024 $4B +150.2% $75.4B 5.3% AdvertisingExpense 10-K Mar 2, 2026
FY2023 Dec 31, 2023 $1.6B -21.3% $62.1B 2.6% AdvertisingExpense 10-K Mar 2, 2026
FY2022 Dec 31, 2022 $2B -5.0% $49.6B 4.1% AdvertisingExpense 10-K Mar 3, 2025
FY2021 Dec 31, 2021 $2.1B -1.7% $47.7B 4.5% AdvertisingExpense 10-K Feb 26, 2024
FY2020 Dec 31, 2020 $2.2B +18.4% $42.7B 5.1% AdvertisingExpense 10-K Feb 27, 2023
FY2019 Dec 31, 2019 $1.8B +29.2% $39B 4.7% AdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $1.4B +41.5% $32B 4.4% AdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $1B +33.0% $26.8B 3.7% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $756M +1.1% $23.4B 3.2% AdvertisingExpense 10-K Feb 27, 2019
FY2015 Dec 31, 2015 $748M +9.8% $20.9B 3.6% AdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 31, 2014 $682M +10.1% $19.4B 3.5% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $619M +13.3% $18.2B 3.4% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $547M +0.7% $17.1B 3.2% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $543M n/a $15.8B 3.4% AdvertisingExpense 10-K Feb 26, 2014

What the figure is

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

Compared with similar spenders

The 6 companies closest to Progressive in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
9 American Express $6.3B 8.7% +3.5% FY2025
10 Capital One $5.9B 11.0% +29.0% FY2025
11 JPMorgan Chase $5.5B 3.0% +11.2% FY2025
12 Coca-Cola $5.4B 11.3% +5.9% FY2025
13 Walmart $5.4B 0.8% +5.9% FY2026
14 Progressive $5.1B 5.9% +28.2% FY2025
15 Nike $4.8B 10.2% +1.4% FY2026

Full ranking of 336 companies · Biggest increases #57

Questions

How much does Progressive spend on advertising?

Progressive spent $5.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 2, 2026.

What percentage of revenue does Progressive spend on advertising?

5.9% of revenue in fiscal 2025 ($5.1B of $87.7B). The median across the 336 companies tracked is 5.2%.

Is Progressive spending more on advertising?

Yes. Ad spend rose 28.2% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Progressive rank by advertising spend?

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

What does Progressive's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Mar 2, 2026
Accession number
0000080661-26-000086
Company
PROGRESSIVE CORP/OH/, CIK 80661, SIC 6331 (Fire, Marine & Casualty Insurance)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Progressive advertising spend, FY2011-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 2, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/progressive/advertising-spend/
Download
CSV, all years · CSV, all 336 companies