TAL Education Group advertising spend, FY2026

TAL Education Group (TAL) reported $429M of advertising expense for the fiscal year ended Feb 28, 2026. That is 14.3% of revenue of $3B. Up 40.4% from FY2025.

Ad spend, FY2026
$429M
year ended Feb 28, 2026
Change vs prior year
+40.4%
vs FY2025
Share of revenue
14.3%
of $3B revenue
Rank by ad spend
#137
of 336 companies

Key facts

  • The highest year on file is FY2021 at $803M; FY2026 is 47% below it.
  • Largest increase +901.4% in FY2012; largest cut -81.1% in FY2023.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 14.3% of revenue, down from 17.9% in FY2021.
  • TAL Education Group spends more on advertising than 59% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.7x the median of 5.2%.

Ad spend by fiscal year

$0 $250M $500M $750M $1B FY2011 (ended 2011-02-28): $271K FY2012 (ended 2012-02-29): $2.7M 2012 FY2013 (ended 2013-02-28): $2.5M FY2014 (ended 2014-02-28): $2.8M 2014 FY2015 (ended 2015-02-28): $3.3M FY2016 (ended 2016-02-29): $2.6M 2016 FY2017 (ended 2017-02-28): $5.3M FY2018 (ended 2018-02-28): $22.5M 2018 FY2019 (ended 2019-02-28): $115M FY2020 (ended 2020-02-29): $249M 2020 FY2021 (ended 2021-02-28): $803M FY2022 (ended 2022-02-28): $222M 2022 FY2023 (ended 2023-02-28): $42M FY2024 (ended 2024-02-29): $147M 2024 FY2025 (ended 2025-02-28): $306M FY2026 (ended 2026-02-28): $429M 2026 $429M

Ad spend as % of revenue

0% 5% 10% 15% 20% FY2011 (ended 2011-02-28): 0.2% FY2012 (ended 2012-02-29): 1.5% 2012 FY2013 (ended 2013-02-28): 1.1% FY2014 (ended 2014-02-28): 0.9% 2014 FY2015 (ended 2015-02-28): 0.8% FY2016 (ended 2016-02-29): 0.4% 2016 FY2017 (ended 2017-02-28): 0.5% FY2018 (ended 2018-02-28): 1.3% 2018 FY2019 (ended 2019-02-28): 4.5% FY2020 (ended 2020-02-29): 7.6% 2020 FY2021 (ended 2021-02-28): 17.9% FY2022 (ended 2022-02-28): 5.1% 2022 FY2023 (ended 2023-02-28): 4.1% FY2024 (ended 2024-02-29): 9.9% 2024 FY2025 (ended 2025-02-28): 13.6% FY2026 (ended 2026-02-28): 14.3% 2026 14.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Feb 28, 2026 $429M +40.4% $3B 14.3% AdvertisingExpense 20-F Jun 12, 2026
FY2025 Feb 28, 2025 $306M +107.7% $2.3B 13.6% AdvertisingExpense 20-F Jun 12, 2026
FY2024 Feb 29, 2024 $147M +251.0% $1.5B 9.9% AdvertisingExpense 20-F Jun 12, 2026
FY2023 Feb 28, 2023 $42M -81.1% $1B 4.1% AdvertisingExpense 20-F Jun 16, 2025
FY2022 Feb 28, 2022 $222M -72.3% $4.4B 5.1% AdvertisingExpense 20-F May 31, 2024
FY2021 Feb 28, 2021 $803M +222.8% $4.5B 17.9% AdvertisingExpense 20-F May 31, 2023
FY2020 Feb 29, 2020 $249M +116.9% $3.3B 7.6% AdvertisingExpense 20-F Jun 14, 2022
FY2019 Feb 28, 2019 $115M +410.4% $2.6B 4.5% AdvertisingExpense 20-F May 7, 2021
FY2018 Feb 28, 2018 $22.5M +321.6% $1.7B 1.3% AdvertisingExpense 20-F Jun 30, 2020
FY2017 Feb 28, 2017 $5.3M +102.1% $1B 0.5% AdvertisingExpense 20-F May 16, 2019
FY2016 Feb 29, 2016 $2.6M -19.5% $620M 0.4% AdvertisingExpense 20-F Jun 26, 2018
FY2015 Feb 28, 2015 $3.3M +17.9% $434M 0.8% AdvertisingExpense 20-F Jun 28, 2017
FY2014 Feb 28, 2014 $2.8M +11.1% $314M 0.9% AdvertisingExpense 20-F May 31, 2016
FY2013 Feb 28, 2013 $2.5M -8.0% $226M 1.1% AdvertisingExpense 20-F May 28, 2015
FY2012 Feb 29, 2012 $2.7M +901.4% $178M 1.5% AdvertisingExpense 20-F May 12, 2014
FY2011 Feb 28, 2011 $271K n/a $111M 0.2% AdvertisingExpense 20-F/A Jul 26, 2013

What the figure is

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

Compared with similar spenders

The 6 companies closest to TAL Education Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
135 Levi Strauss $437M 7.0% +1.6% FY2025
136 FedEx $436M 0.5% +2.6% FY2026
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

Full ranking of 336 companies · Biggest increases #34

Questions

How much does TAL Education Group spend on advertising?

TAL Education Group spent $429M on advertising in fiscal 2026, the year ended Feb 28, 2026, according to its 20-F filed Jun 12, 2026.

What percentage of revenue does TAL Education Group spend on advertising?

14.3% of revenue in fiscal 2026 ($429M of $3B). The median across the 336 companies tracked is 5.2%.

Is TAL Education Group spending more on advertising?

Yes. Ad spend rose 40.4% in fiscal 2026 from fiscal 2025. It has risen 3 years in a row.

How does TAL Education Group rank by advertising spend?

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

What does TAL Education Group's advertising figure include?

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

Source

Filing
20-F for FY2026, filed Jun 12, 2026
Accession number
0001104659-26-073410
Company
TAL Education Group, CIK 1499620, SIC 8200 (Services-Educational Services)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
TAL Education Group advertising spend, FY2011-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Jun 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/tal-education-group/advertising-spend/
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CSV, all years · CSV, all 336 companies