ServiceNow advertising spend, FY2025

ServiceNow (NOW) reported $348M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.6% of revenue of $13.3B. Up 18.0% from FY2024.

Ad spend, FY2025
$348M
year ended Dec 31, 2025
Change vs prior year
+18.0%
vs FY2024
Share of revenue
2.6%
of $13.3B revenue
Rank by ad spend
#159
of 336 companies

Key facts

  • Ad spend is 13x its FY2015 level ($26M), in line with revenue (13x).
  • FY2025 is the highest year on file, going back to FY2013.
  • Largest increase +76.9% in FY2019; largest cut -18.1% in FY2014.
  • Ad spend has risen 11 years in a row.
  • Ad spend is 2.6% of revenue, down from 3.8% in FY2020.
  • ServiceNow spends more on advertising than 53% 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 $100M $200M $300M $400M FY2013 (ended 2013-12-31): $21M 2013 FY2014 (ended 2014-12-31): $17.2M FY2015 (ended 2015-12-31): $26M 2015 FY2016 (ended 2016-12-31): $32M FY2017 (ended 2017-12-31): $43.3M 2017 FY2018 (ended 2018-12-31): $65M FY2019 (ended 2019-12-31): $115M 2019 FY2020 (ended 2020-12-31): $172M FY2021 (ended 2021-12-31): $198M 2021 FY2022 (ended 2022-12-31): $201M FY2023 (ended 2023-12-31): $221M 2023 FY2024 (ended 2024-12-31): $295M FY2025 (ended 2025-12-31): $348M 2025 $348M

Ad spend as % of revenue

0% 2% 4% 6% FY2013 (ended 2013-12-31): 4.9% 2013 FY2014 (ended 2014-12-31): 2.5% FY2015 (ended 2015-12-31): 2.6% 2015 FY2016 (ended 2016-12-31): 2.3% FY2017 (ended 2017-12-31): 2.2% 2017 FY2018 (ended 2018-12-31): 2.5% FY2019 (ended 2019-12-31): 3.3% 2019 FY2020 (ended 2020-12-31): 3.8% FY2021 (ended 2021-12-31): 3.4% 2021 FY2022 (ended 2022-12-31): 2.8% FY2023 (ended 2023-12-31): 2.5% 2023 FY2024 (ended 2024-12-31): 2.7% FY2025 (ended 2025-12-31): 2.6% 2025 2.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $348M +18.0% $13.3B 2.6% AdvertisingExpense 10-K Jan 29, 2026
FY2024 Dec 31, 2024 $295M +33.5% $11B 2.7% AdvertisingExpense 10-K Jan 29, 2026
FY2023 Dec 31, 2023 $221M +10.0% $9B 2.5% AdvertisingExpense 10-K Jan 29, 2026
FY2022 Dec 31, 2022 $201M +1.5% $7.2B 2.8% AdvertisingExpense 10-K Jan 30, 2025
FY2021 Dec 31, 2021 $198M +15.1% $5.9B 3.4% AdvertisingExpense 10-K Jan 25, 2024
FY2020 Dec 31, 2020 $172M +49.6% $4.5B 3.8% AdvertisingExpense 10-K Jan 31, 2023
FY2019 Dec 31, 2019 $115M +76.9% $3.5B 3.3% AdvertisingExpense 10-K Feb 3, 2022
FY2018 Dec 31, 2018 $65M +50.1% $2.6B 2.5% AdvertisingExpense 10-K Feb 12, 2021
FY2017 Dec 31, 2017 $43.3M +35.3% $1.9B 2.2% AdvertisingExpense 10-K Feb 20, 2020
FY2016 Dec 31, 2016 $32M +23.1% $1.4B 2.3% AdvertisingExpense 10-K Feb 27, 2019
FY2015 Dec 31, 2015 $26M +51.2% $1B 2.6% AdvertisingExpense 10-K Feb 28, 2018
FY2014 Dec 31, 2014 $17.2M -18.1% $683M 2.5% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $21M n/a $425M 4.9% AdvertisingExpense 10-K Feb 25, 2016

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
154 Goodyear Tire & Rubber $362M 2.0% +10.7% FY2025
155 e.l.f. Beauty $361M 22.1% +28.3% FY2026
156 Lionsgate Studios $361M 13.7% +21.7% FY2026
157 PENN Entertainment $358M 5.1% -21.5% FY2025
158 Yum China $354M 3.0% +2.3% FY2025
159 ServiceNow $348M 2.6% +18.0% FY2025
160 Weibo $338M 19.2% +5.7% FY2025

Full ranking of 336 companies · Biggest increases #84 · Up 5+ years in a row #4

Questions

How much does ServiceNow spend on advertising?

ServiceNow spent $348M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Jan 29, 2026.

What percentage of revenue does ServiceNow spend on advertising?

2.6% of revenue in fiscal 2025 ($348M of $13.3B). The median across the 336 companies tracked is 5.2%.

Is ServiceNow spending more on advertising?

Yes. Ad spend rose 18.0% in fiscal 2025 from fiscal 2024. It has risen 11 years in a row.

How does ServiceNow rank by advertising spend?

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

What does ServiceNow's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Jan 29, 2026
Accession number
0001373715-26-000007
Company
ServiceNow, Inc., CIK 1373715, SIC 7372 (Services-Prepackaged Software)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
ServiceNow advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Jan 29, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/servicenow/advertising-spend/
Download
CSV, all years · CSV, all 336 companies