Charles Schwab advertising spend, FY2025

Charles Schwab (SCHW) reported $420M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.8% of revenue of $23.9B. Up 5.8% from FY2024.

Ad spend, FY2025
$420M
year ended Dec 31, 2025
Change vs prior year
+5.8%
vs FY2024
Share of revenue
1.8%
of $23.9B revenue
Rank by ad spend
#141
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2015 level ($249M), slower than revenue (3.7x).
  • The highest year on file is FY2021 at $485M; FY2025 is 13% below it.
  • Largest increase +48.8% in FY2021; largest cut -21.4% in FY2009.
  • Ad spend is 1.8% of revenue, down from 2.8% in FY2020.
  • Charles Schwab spends more on advertising than 58% 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 $200M $400M $600M FY2007 (ended 2007-12-31): $230M 2007 FY2008 (ended 2008-12-31): $243M FY2009 (ended 2009-12-31): $191M FY2010 (ended 2010-12-31): $196M 2010 FY2011 (ended 2011-12-31): $228M FY2012 (ended 2012-12-31): $241M FY2013 (ended 2013-12-31): $257M 2013 FY2014 (ended 2014-12-31): $245M FY2015 (ended 2015-12-31): $249M FY2016 (ended 2016-12-31): $265M 2016 FY2017 (ended 2017-12-31): $268M FY2018 (ended 2018-12-31): $313M FY2019 (ended 2019-12-31): $307M 2019 FY2020 (ended 2020-12-31): $326M FY2021 (ended 2021-12-31): $485M FY2022 (ended 2022-12-31): $419M 2022 FY2023 (ended 2023-12-31): $397M FY2024 (ended 2024-12-31): $397M FY2025 (ended 2025-12-31): $420M 2025 $420M

Ad spend as % of revenue

0% 2% 4% 6% FY2007 (ended 2007-12-31): 4.6% 2007 FY2008 (ended 2008-12-31): 4.7% FY2009 (ended 2009-12-31): 4.6% FY2010 (ended 2010-12-31): 4.6% 2010 FY2011 (ended 2011-12-31): 4.9% FY2012 (ended 2012-12-31): 4.9% FY2013 (ended 2013-12-31): 4.7% 2013 FY2014 (ended 2014-12-31): 4.0% FY2015 (ended 2015-12-31): 3.9% FY2016 (ended 2016-12-31): 3.5% 2016 FY2017 (ended 2017-12-31): 3.1% FY2018 (ended 2018-12-31): 3.1% FY2019 (ended 2019-12-31): 2.9% 2019 FY2020 (ended 2020-12-31): 2.8% FY2021 (ended 2021-12-31): 2.6% FY2022 (ended 2022-12-31): 2.0% 2022 FY2023 (ended 2023-12-31): 2.1% FY2024 (ended 2024-12-31): 2.0% FY2025 (ended 2025-12-31): 1.8% 2025 1.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $420M +5.8% $23.9B 1.8% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2024 Dec 31, 2024 $397M 0.0% $19.6B 2.0% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2023 Dec 31, 2023 $397M -5.3% $18.8B 2.1% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2022 Dec 31, 2022 $419M -13.6% $20.8B 2.0% MarketingAndAdvertisingExpense 10-K Feb 26, 2025
FY2021 Dec 31, 2021 $485M +48.8% $18.5B 2.6% MarketingAndAdvertisingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $326M +6.2% $11.7B 2.8% MarketingAndAdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $307M -1.9% $10.7B 2.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $313M +16.8% $10.1B 3.1% MarketingAndAdvertisingExpense 10-K Feb 24, 2021
FY2017 Dec 31, 2017 $268M +1.1% $8.6B 3.1% MarketingAndAdvertisingExpense 10-K Feb 26, 2020
FY2016 Dec 31, 2016 $265M +6.4% $7.5B 3.5% MarketingAndAdvertisingExpense 10-K Feb 22, 2019
FY2015 Dec 31, 2015 $249M +1.6% $6.4B 3.9% MarketingAndAdvertisingExpense 10-K Feb 22, 2018
FY2014 Dec 31, 2014 $245M -4.7% $6.1B 4.0% MarketingAndAdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 31, 2013 $257M +6.6% $5.4B 4.7% MarketingAndAdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 31, 2012 $241M +5.7% $4.9B 4.9% MarketingAndAdvertisingExpense 10-K Feb 23, 2015
FY2011 Dec 31, 2011 $228M +16.3% $4.7B 4.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2014
FY2010 Dec 31, 2010 $196M +2.6% $4.2B 4.6% MarketingAndAdvertisingExpense 10-K Feb 22, 2013
FY2009 Dec 31, 2009 $191M -21.4% $4.2B 4.6% MarketingAndAdvertisingExpense 10-K Feb 24, 2012
FY2008 Dec 31, 2008 $243M +5.7% $5.2B 4.7% MarketingAndAdvertisingExpense 10-K Feb 25, 2011
FY2007 Dec 31, 2007 $230M n/a $5B 4.6% MarketingAndAdvertisingExpense 10-K Feb 25, 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 Charles Schwab in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
137 TAL Education Group $429M 14.3% +40.4% FY2026
138 Newell Brands $429M 6.0% +2.9% FY2025
139 Vipshop $427M 2.8% +4.7% FY2025
140 SoFi Technologies $426M 11.8% +32.4% FY2025
141 Charles Schwab $420M 1.8% +5.8% FY2025
142 Logitech $411M 8.5% +15.7% FY2026
143 Delta Air Lines $405M 0.6% -7.5% FY2025

Full ranking of 336 companies · Biggest increases #171

Questions

How much does Charles Schwab spend on advertising?

Charles Schwab spent $420M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 25, 2026.

What percentage of revenue does Charles Schwab spend on advertising?

1.8% of revenue in fiscal 2025 ($420M of $23.9B). The median across the 336 companies tracked is 5.2%.

Is Charles Schwab spending more on advertising?

Yes. Ad spend rose 5.8% in fiscal 2025 from fiscal 2024.

How does Charles Schwab rank by advertising spend?

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

What does Charles Schwab's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 25, 2026
Accession number
0000316709-26-000009
Company
SCHWAB CHARLES CORP, CIK 316709, SIC 6211 (Security Brokers, Dealers & Flotation Companies)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Charles Schwab advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/schwab-charles/advertising-spend/
Download
CSV, all years · CSV, all 336 companies