Scotts Miracle-Gro advertising spend, FY2025

Scotts Miracle-Gro (SMG) reported $152M of advertising expense for the fiscal year ended Sep 30, 2025. That is 4.5% of revenue of $3.4B. Up 8.0% from FY2024.

Ad spend, FY2025
$152M
year ended Sep 30, 2025
Change vs prior year
+8.0%
vs FY2024
Share of revenue
4.5%
of $3.4B revenue
Rank by ad spend
#261
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2015 level ($122M), faster than revenue (1.1x).
  • The highest year on file is FY2012 at $169M; FY2025 is 10% below it.
  • Largest increase +22.5% in FY2020; largest cut -27.4% in FY2022.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 4.5% of revenue, up from 3.6% in FY2020.
  • Scotts Miracle-Gro spends more on advertising than 22% 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 $50M $100M $150M $200M FY2009 (ended 2009-09-30): $126M FY2010 (ended 2010-09-30): $141M 2010 FY2011 (ended 2011-09-30): $141M FY2012 (ended 2012-09-30): $169M FY2013 (ended 2013-09-30): $142M 2013 FY2014 (ended 2014-09-30): $132M FY2015 (ended 2015-09-30): $122M FY2016 (ended 2016-09-30): $122M 2016 FY2017 (ended 2017-09-30): $123M FY2018 (ended 2018-09-30): $104M FY2019 (ended 2019-09-30): $120M 2019 FY2020 (ended 2020-09-30): $147M FY2021 (ended 2021-09-30): $166M FY2022 (ended 2022-09-30): $120M 2022 FY2023 (ended 2023-09-30): $124M FY2024 (ended 2024-09-30): $141M FY2025 (ended 2025-09-30): $152M 2025 $152M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2009 (ended 2009-09-30): 4.6% FY2010 (ended 2010-09-30): 4.9% 2010 FY2011 (ended 2011-09-30): 5.0% FY2012 (ended 2012-09-30): 6.1% FY2013 (ended 2013-09-30): 5.1% 2013 FY2014 (ended 2014-09-30): 4.6% FY2015 (ended 2015-09-30): 4.0% FY2016 (ended 2016-09-30): 4.9% 2016 FY2017 (ended 2017-09-30): 4.7% FY2018 (ended 2018-09-30): 3.9% FY2019 (ended 2019-09-30): 3.8% 2019 FY2020 (ended 2020-09-30): 3.6% FY2021 (ended 2021-09-30): 3.4% FY2022 (ended 2022-09-30): 3.1% 2022 FY2023 (ended 2023-09-30): 3.5% FY2024 (ended 2024-09-30): 4.0% FY2025 (ended 2025-09-30): 4.5% 2025 4.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 30, 2025 $152M +8.0% $3.4B 4.5% AdvertisingExpense 10-K Nov 25, 2025
FY2024 Sep 30, 2024 $141M +14.0% $3.6B 4.0% AdvertisingExpense 10-K Nov 25, 2025
FY2023 Sep 30, 2023 $124M +2.8% $3.6B 3.5% AdvertisingExpense 10-K Nov 25, 2025
FY2022 Sep 30, 2022 $120M -27.4% $3.9B 3.1% AdvertisingExpense 10-K Nov 26, 2024
FY2021 Sep 30, 2021 $166M +12.4% $4.9B 3.4% AdvertisingExpense 10-K Nov 22, 2023
FY2020 Sep 30, 2020 $147M +22.5% $4.1B 3.6% AdvertisingExpense 10-K Nov 28, 2022
FY2019 Sep 30, 2019 $120M +15.5% $3.2B 3.8% AdvertisingExpense 10-K Nov 23, 2021
FY2018 Sep 30, 2018 $104M -15.3% $2.7B 3.9% AdvertisingExpense 10-K Nov 24, 2020
FY2017 Sep 30, 2017 $123M +0.6% $2.6B 4.7% AdvertisingExpense 10-K Nov 27, 2019
FY2016 Sep 30, 2016 $122M +0.7% $2.5B 4.9% AdvertisingExpense 10-K Nov 29, 2018
FY2015 Sep 30, 2015 $122M -8.0% $3B 4.0% AdvertisingExpense 10-K Nov 28, 2017
FY2014 Sep 30, 2014 $132M -7.1% $2.8B 4.6% AdvertisingExpense 10-K Nov 28, 2016
FY2013 Sep 30, 2013 $142M -15.8% $2.8B 5.1% AdvertisingExpense 10-K Nov 24, 2015
FY2012 Sep 30, 2012 $169M +20.0% $2.8B 6.1% AdvertisingExpense 10-K Nov 25, 2014
FY2011 Sep 30, 2011 $141M 0.0% $2.8B 5.0% AdvertisingExpense 10-K Nov 20, 2013
FY2010 Sep 30, 2010 $141M +12.0% $2.9B 4.9% AdvertisingExpense 10-K Nov 20, 2012
FY2009 Sep 30, 2009 $126M n/a $2.7B 4.6% AdvertisingExpense 10-K Nov 23, 2011

What the figure is

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

Compared with similar spenders

The 6 companies closest to Scotts Miracle-Gro in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
258 Incyte $156M 3.0% -22.3% FY2025
259 Simon Property Group $156M 2.4% +7.8% FY2025
260 eHealth $154M 27.7% -6.5% FY2025
261 Scotts Miracle-Gro $152M 4.5% +8.0% FY2025
262 Bread Financial $150M 3.9% +2.0% FY2025
263 Happen $149M 14.9% +48.6% FY2025
264 Prestige Consumer Healthcare $149M 13.7% -4.5% FY2026

Full ranking of 336 companies · Biggest increases #147

Questions

How much does Scotts Miracle-Gro spend on advertising?

Scotts Miracle-Gro spent $152M on advertising in fiscal 2025, the year ended Sep 30, 2025, according to its 10-K filed Nov 25, 2025.

What percentage of revenue does Scotts Miracle-Gro spend on advertising?

4.5% of revenue in fiscal 2025 ($152M of $3.4B). The median across the 336 companies tracked is 5.2%.

Is Scotts Miracle-Gro spending more on advertising?

Yes. Ad spend rose 8.0% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Scotts Miracle-Gro rank by advertising spend?

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

What does Scotts Miracle-Gro's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Nov 25, 2025
Accession number
0000825542-25-000022
Company
SCOTTS MIRACLE-GRO CO, CIK 825542, SIC 2870 (Agricultural Chemicals)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Scotts Miracle-Gro advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 25, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/scotts-miracle-gro/advertising-spend/
Download
CSV, all years · CSV, all 336 companies