T-Mobile advertising spend, FY2025

T-Mobile (TMUS) reported $3.7B of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.2% of revenue of $88.3B. Up 19.4% from FY2024.

Ad spend, FY2025
$3.7B
year ended Dec 31, 2025
Change vs prior year
+19.4%
vs FY2024
Share of revenue
4.2%
of $88.3B revenue
Rank by ad spend
#18
of 336 companies

Key facts

  • Ad spend is 2.3x its FY2015 level ($1.6B), slower than revenue (2.7x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +279.6% in FY2011; largest cut -5.9% in FY2019.
  • Ad spend has risen 6 years in a row.
  • Ad spend is 4.2% of revenue, up from 2.6% in FY2020.
  • T-Mobile spends more on advertising than 95% 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 $1B $2B $3B $4B FY2009 (ended 2009-12-31): $151M FY2010 (ended 2010-12-31): $187M 2010 FY2011 (ended 2011-12-31): $711M FY2012 (ended 2012-12-31): $900M FY2013 (ended 2013-12-31): $1B 2013 FY2014 (ended 2014-12-31): $1.4B FY2015 (ended 2015-12-31): $1.6B FY2016 (ended 2016-12-31): $1.7B 2016 FY2017 (ended 2017-12-31): $1.8B FY2018 (ended 2018-12-31): $1.7B FY2019 (ended 2019-12-31): $1.6B 2019 FY2020 (ended 2020-12-31): $1.8B FY2021 (ended 2021-12-31): $2.2B FY2022 (ended 2022-12-31): $2.3B 2022 FY2023 (ended 2023-12-31): $2.5B FY2024 (ended 2024-12-31): $3.1B FY2025 (ended 2025-12-31): $3.7B 2025 $3.7B

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-12-31): 4.3% FY2010 (ended 2010-12-31): 4.6% 2010 FY2011 (ended 2011-12-31): 3.4% FY2012 (ended 2012-12-31): 4.6% FY2013 (ended 2013-12-31): 4.1% 2013 FY2014 (ended 2014-12-31): 4.7% FY2015 (ended 2015-12-31): 4.9% FY2016 (ended 2016-12-31): 4.5% 2016 FY2017 (ended 2017-12-31): 4.4% FY2018 (ended 2018-12-31): 3.9% FY2019 (ended 2019-12-31): 3.6% 2019 FY2020 (ended 2020-12-31): 2.6% FY2021 (ended 2021-12-31): 2.7% FY2022 (ended 2022-12-31): 2.9% 2022 FY2023 (ended 2023-12-31): 3.2% FY2024 (ended 2024-12-31): 3.8% FY2025 (ended 2025-12-31): 4.2% 2025 4.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $3.7B +19.4% $88.3B 4.2% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 31, 2024 $3.1B +24.0% $81.4B 3.8% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $2.5B +8.7% $78.6B 3.2% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Dec 31, 2022 $2.3B +4.5% $79.6B 2.9% AdvertisingExpense 10-K Jan 31, 2025
FY2021 Dec 31, 2021 $2.2B +22.2% $80.1B 2.7% AdvertisingExpense 10-K Feb 2, 2024
FY2020 Dec 31, 2020 $1.8B +12.5% $68.4B 2.6% AdvertisingExpense 10-K Feb 14, 2023
FY2019 Dec 31, 2019 $1.6B -5.9% $45B 3.6% AdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $1.7B -5.6% $43.3B 3.9% AdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $1.8B +5.9% $40.6B 4.4% AdvertisingExpense 10-K Feb 6, 2020
FY2016 Dec 31, 2016 $1.7B +6.3% $37.5B 4.5% AdvertisingExpense 10-K Feb 7, 2019
FY2015 Dec 31, 2015 $1.6B +14.3% $32.5B 4.9% AdvertisingExpense 10-K Feb 8, 2018
FY2014 Dec 31, 2014 $1.4B +40.0% $29.6B 4.7% AdvertisingExpense 10-K Feb 14, 2017
FY2013 Dec 31, 2013 $1B +11.1% $24.4B 4.1% AdvertisingExpense 10-K Feb 17, 2016
FY2012 Dec 31, 2012 $900M +26.6% $19.7B 4.6% AdvertisingExpense 10-K Feb 19, 2015
FY2011 Dec 31, 2011 $711M +279.6% $20.6B 3.4% AdvertisingExpense 10-K Feb 25, 2014
FY2010 Dec 31, 2010 $187M +24.2% $4.1B 4.6% AdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $151M n/a $3.5B 4.3% AdvertisingExpense 10-K Feb 29, 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 T-Mobile in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
15 Nike $4.8B 10.2% +1.4% FY2026
16 Expedia $3.9B 26.5% -2.5% FY2025
17 Verizon $3.8B 2.8% -3.6% FY2025
18 T-Mobile $3.7B 4.2% +19.4% FY2025
19 PepsiCo $3.4B 3.6% -12.8% FY2025
20 AT&T $3.1B 2.5% +24.0% FY2025
21 Eli Lilly $2.9B 4.4% +107.1% FY2025

Full ranking of 336 companies · Biggest increases #76 · Up 5+ years in a row #33

Questions

How much does T-Mobile spend on advertising?

T-Mobile spent $3.7B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 11, 2026.

What percentage of revenue does T-Mobile spend on advertising?

4.2% of revenue in fiscal 2025 ($3.7B of $88.3B). The median across the 336 companies tracked is 5.2%.

Is T-Mobile spending more on advertising?

Yes. Ad spend rose 19.4% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.

How does T-Mobile rank by advertising spend?

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

What does T-Mobile's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 11, 2026
Accession number
0001283699-26-000010
Company
T-Mobile US, Inc., CIK 1283699, SIC 4812 (Radiotelephone Communications)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
T-Mobile advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/t-mobile-us/advertising-spend/
Download
CSV, all years · CSV, all 336 companies