Scholastic advertising spend, FY2026

Scholastic (SCHL) reported $58.4M of advertising expense for the fiscal year ended May 31, 2026. That is 3.7% of revenue of $1.6B. Down 4.9% from FY2025.

Ad spend, FY2026
$58.4M
year ended May 31, 2026
Change vs prior year
-4.9%
vs FY2025
Share of revenue
3.7%
of $1.6B revenue
Rank by ad spend
#430
of 458 companies

Key facts

  • Ad spend is 54% below its FY2016 level ($127M); revenue is 5% lower.
  • The highest year on file is FY2011 at $152M; FY2026 is 62% below it.
  • Largest increase +15.6% in FY2022; largest cut -29.5% in FY2021.
  • Ad spend has fallen 3 years in a row.
  • Ad spend is 3.7% of revenue, down from 4.6% in FY2021.
  • Scholastic spends more on advertising than 6% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $50M $100M $150M $200M FY2010 (ended 2010-05-31): $150M FY2011 (ended 2011-05-31): $152M 2011 FY2012 (ended 2012-05-31): $145M FY2013 (ended 2013-05-31): $136M FY2014 (ended 2014-05-31): $123M 2014 FY2015 (ended 2015-05-31): $130M FY2016 (ended 2016-05-31): $127M FY2017 (ended 2017-05-31): $121M 2017 FY2018 (ended 2018-05-31): $110M FY2019 (ended 2019-05-31): $107M FY2020 (ended 2020-05-31): $85.2M 2020 FY2021 (ended 2021-05-31): $60.1M FY2022 (ended 2022-05-31): $69.5M FY2023 (ended 2023-05-31): $76.9M 2023 FY2024 (ended 2024-05-31): $61.7M FY2025 (ended 2025-05-31): $61.4M FY2026 (ended 2026-05-31): $58.4M 2026 $58.4M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2010 (ended 2010-05-31): 7.9% FY2011 (ended 2011-05-31): 8.1% 2011 FY2012 (ended 2012-05-31): 6.8% FY2013 (ended 2013-05-31): 8.8% FY2014 (ended 2014-05-31): 7.9% 2014 FY2015 (ended 2015-05-31): 7.9% FY2016 (ended 2016-05-31): 7.6% FY2017 (ended 2017-05-31): 6.9% 2017 FY2018 (ended 2018-05-31): 6.8% FY2019 (ended 2019-05-31): 6.5% FY2020 (ended 2020-05-31): 5.7% 2020 FY2021 (ended 2021-05-31): 4.6% FY2022 (ended 2022-05-31): 4.2% FY2023 (ended 2023-05-31): 4.5% 2023 FY2024 (ended 2024-05-31): 3.9% FY2025 (ended 2025-05-31): 3.8% FY2026 (ended 2026-05-31): 3.7% 2026 3.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 May 31, 2026 $58.4M -4.9% $1.6B 3.7% AdvertisingExpense 10-K Jul 24, 2026
FY2025 May 31, 2025 $61.4M -0.5% $1.6B 3.8% AdvertisingExpense 10-K Jul 24, 2026
FY2024 May 31, 2024 $61.7M -19.8% $1.6B 3.9% AdvertisingExpense 10-K Jul 24, 2026
FY2023 May 31, 2023 $76.9M +10.6% $1.7B 4.5% AdvertisingExpense 10-K Jul 25, 2025
FY2022 May 31, 2022 $69.5M +15.6% $1.6B 4.2% AdvertisingExpense 10-K Jul 19, 2024
FY2021 May 31, 2021 $60.1M -29.5% $1.3B 4.6% AdvertisingExpense 10-K Jul 21, 2023
FY2020 May 31, 2020 $85.2M -20.2% $1.5B 5.7% AdvertisingExpense 10-K Jul 22, 2022
FY2019 May 31, 2019 $107M -2.9% $1.7B 6.5% AdvertisingExpense 10-K Jul 23, 2021
FY2018 May 31, 2018 $110M -9.1% $1.6B 6.8% AdvertisingExpense 10-K Jul 27, 2020
FY2017 May 31, 2017 $121M -4.9% $1.7B 6.9% AdvertisingExpense 10-K Jul 29, 2019
FY2016 May 31, 2016 $127M -1.9% $1.7B 7.6% AdvertisingExpense 10-K Jul 25, 2018
FY2015 May 31, 2015 $130M +5.1% $1.6B 7.9% AdvertisingExpense 10-K Jul 24, 2017
FY2014 May 31, 2014 $123M -9.1% $1.6B 7.9% AdvertisingExpense 10-K Jul 26, 2016
FY2013 May 31, 2013 $136M -6.3% $1.5B 8.8% AdvertisingExpense 10-K Jul 29, 2015
FY2012 May 31, 2012 $145M -4.5% $2.1B 6.8% AdvertisingExpense 10-K Jul 29, 2014
FY2011 May 31, 2011 $152M +1.5% $1.9B 8.1% AdvertisingExpense 10-K Jul 29, 2013
FY2010 May 31, 2010 $150M n/a $1.9B 7.9% AdvertisingExpense 10-K Jul 27, 2012

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
427 Cricut $59.8M 8.4% +27.8% FY2025
428 Shoe Station Group $58.7M 5.2% +16.3% FY2026
429 Duluth $58.4M 10.3% -13.5% FY2026
430 Scholastic $58.4M 3.7% -4.9% FY2026
431 Hyatt Hotels $58M 0.8% -13.4% FY2025
432 Dave $57.4M 10.4% +27.8% FY2025
433 Torrid $57.4M 5.7% +5.8% FY2026

Full ranking of 458 companies · Biggest cuts #74

Questions

How much does Scholastic spend on advertising?

Scholastic spent $58.4M on advertising in fiscal 2026, the year ended May 31, 2026, according to its 10-K filed Jul 24, 2026.

What percentage of revenue does Scholastic spend on advertising?

3.7% of revenue in fiscal 2026 ($58.4M of $1.6B). The median across the 458 companies tracked is 4.6%.

Is Scholastic spending more on advertising?

No. Ad spend fell 4.9% in fiscal 2026 from fiscal 2025. It has fallen 3 years in a row.

How does Scholastic rank by advertising spend?

#430 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Scholastic's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Jul 24, 2026
Accession number
0000866729-26-000018
Company
SCHOLASTIC CORP, CIK 866729, SIC 2731 (Books: Publishing or Publishing & Printing)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Scholastic advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Jul 24, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/scholastic/advertising-spend/
Download
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