Sirius XM advertising spend, FY2025

Sirius XM (SIRI) reported $262M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.1% of revenue of $8.6B. Down 29.9% from FY2024.

Ad spend, FY2025
$262M
year ended Dec 31, 2025
Change vs prior year
-29.9%
vs FY2024
Share of revenue
3.1%
of $8.6B revenue
Rank by ad spend
#185
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2015 level ($206M), slower than revenue (1.9x).
  • The highest year on file is FY2021 at $515M; FY2025 is 49% below it.
  • Largest increase +46.8% in FY2019; largest cut -29.9% in FY2025.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 3.1% of revenue, down from 5.5% in FY2020.
  • Sirius XM spends more on advertising than 45% 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 FY2009 (ended 2009-12-31): $129M FY2010 (ended 2010-12-31): $110M 2010 FY2011 (ended 2011-12-31): $117M FY2012 (ended 2012-12-31): $140M FY2013 (ended 2013-12-31): $178M 2013 FY2014 (ended 2014-12-31): $204M FY2015 (ended 2015-12-31): $206M FY2016 (ended 2016-12-31): $227M 2016 FY2017 (ended 2017-12-31): $263M FY2018 (ended 2018-12-31): $267M FY2019 (ended 2019-12-31): $392M 2019 FY2020 (ended 2020-12-31): $443M FY2021 (ended 2021-12-31): $515M FY2022 (ended 2022-12-31): $513M 2022 FY2023 (ended 2023-12-31): $421M FY2024 (ended 2024-12-31): $374M FY2025 (ended 2025-12-31): $262M 2025 $262M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-12-31): 5.2% FY2010 (ended 2010-12-31): 3.9% 2010 FY2011 (ended 2011-12-31): 3.9% FY2012 (ended 2012-12-31): 4.1% FY2013 (ended 2013-12-31): 4.7% 2013 FY2014 (ended 2014-12-31): 4.9% FY2015 (ended 2015-12-31): 4.5% FY2016 (ended 2016-12-31): 4.5% 2016 FY2017 (ended 2017-12-31): 4.8% FY2018 (ended 2018-12-31): 4.6% FY2019 (ended 2019-12-31): 5.0% 2019 FY2020 (ended 2020-12-31): 5.5% FY2021 (ended 2021-12-31): 5.9% FY2022 (ended 2022-12-31): 5.7% 2022 FY2023 (ended 2023-12-31): 4.7% FY2024 (ended 2024-12-31): 4.3% FY2025 (ended 2025-12-31): 3.1% 2025 3.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $262M -29.9% $8.6B 3.1% AdvertisingExpense 10-K Feb 5, 2026
FY2024 Dec 31, 2024 $374M -11.2% $8.7B 4.3% AdvertisingExpense 10-K Feb 5, 2026
FY2023 Dec 31, 2023 $421M -17.9% $9B 4.7% AdvertisingExpense 10-K Feb 5, 2026
FY2022 Dec 31, 2022 $513M -0.4% $9B 5.7% AdvertisingExpense 10-K Jan 30, 2025
FY2021 Dec 31, 2021 $515M +16.3% $8.7B 5.9% AdvertisingExpense 10-K Feb 1, 2024
FY2020 Dec 31, 2020 $443M +13.0% $8B 5.5% AdvertisingExpense 10-K Feb 2, 2023
FY2019 Dec 31, 2019 $392M +46.8% $7.8B 5.0% AdvertisingExpense 10-K Feb 1, 2022
FY2018 Dec 31, 2018 $267M +1.5% $5.8B 4.6% AdvertisingExpense 10-K Feb 2, 2021
FY2017 Dec 31, 2017 $263M +15.9% $5.4B 4.8% AdvertisingExpense 10-K Feb 4, 2020
FY2016 Dec 31, 2016 $227M +10.0% $5B 4.5% AdvertisingExpense 10-K Jan 30, 2019
FY2015 Dec 31, 2015 $206M +1.2% $4.6B 4.5% AdvertisingExpense 10-K Jan 31, 2018
FY2014 Dec 31, 2014 $204M +14.3% $4.2B 4.9% AdvertisingExpense 10-K Feb 2, 2017
FY2013 Dec 31, 2013 $178M +27.6% $3.8B 4.7% AdvertisingExpense 10-K Feb 2, 2016
FY2012 Dec 31, 2012 $140M +19.8% $3.4B 4.1% AdvertisingExpense 10-K Feb 5, 2015
FY2011 Dec 31, 2011 $117M +6.0% $3B 3.9% AdvertisingExpense 10-K Feb 4, 2014
FY2010 Dec 31, 2010 $110M -14.5% $2.8B 3.9% AdvertisingExpense 10-K Feb 6, 2013
FY2009 Dec 31, 2009 $129M n/a $2.5B 5.2% AdvertisingExpense 10-K Feb 9, 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 Sirius XM in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
183 AutoNation $268M 1.0% +4.9% FY2025
184 Covista $267M 13.7% +8.0% FY2026
185 Sirius XM $262M 3.1% -29.9% FY2025
186 Wingstop $262M 37.5% +12.1% FY2025
187 SelectQuote $258M 16.0% -2.0% FY2026
188 Lithia Motors $257M 0.7% +2.5% FY2025
189 Remitly Global $255M 15.6% +13.2% FY2025

Full ranking of 336 companies · Biggest cuts #4

Questions

How much does Sirius XM spend on advertising?

Sirius XM spent $262M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 5, 2026.

What percentage of revenue does Sirius XM spend on advertising?

3.1% of revenue in fiscal 2025 ($262M of $8.6B). The median across the 336 companies tracked is 5.2%.

Is Sirius XM spending more on advertising?

No. Ad spend fell 29.9% in fiscal 2025 from fiscal 2024. It has fallen 4 years in a row.

How does Sirius XM rank by advertising spend?

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

What does Sirius XM's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 5, 2026
Accession number
0000908937-26-000006
Company
SIRIUS XM HOLDINGS INC., CIK 908937, SIC 4832 (Radio Broadcasting Stations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Sirius XM advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 5, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/sirius-xm-holdings/advertising-spend/
Download
CSV, all years · CSV, all 336 companies