Thor Industries advertising spend, FY2026

Thor Industries (THO) reported $81.8M of advertising expense for the fiscal year ended Jul 31, 2026. That is 0.9% of revenue of $9.6B. Up 4.4% from FY2025.

Ad spend, FY2026
$81.8M
year ended Jul 31, 2026
Change vs prior year
+4.4%
vs FY2025
Share of revenue
0.9%
of $9.6B revenue
Rank by ad spend
#378
of 458 companies

Key facts

  • Ad spend is 5.7x its FY2016 level ($14.5M), faster than revenue (2.1x).
  • FY2026 is the highest year on file, going back to FY2009.
  • Largest increase +73.4% in FY2020; largest cut -33.4% in FY2021.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 0.9% of revenue, up from 0.4% in FY2021.
  • Thor Industries spends more on advertising than 18% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2009 (ended 2009-07-31): $5.8M FY2010 (ended 2010-07-31): $5.4M FY2011 (ended 2011-07-31): $6.2M 2011 FY2012 (ended 2012-07-31): $7M FY2013 (ended 2013-07-31): $8.8M FY2014 (ended 2014-07-31): $9.5M 2014 FY2015 (ended 2015-07-31): $12.5M FY2016 (ended 2016-07-31): $14.5M FY2017 (ended 2017-07-31): $25M 2017 FY2018 (ended 2018-07-31): $26.9M FY2019 (ended 2019-07-31): $38.6M FY2020 (ended 2020-07-31): $67M 2020 FY2021 (ended 2021-07-31): $44.6M FY2022 (ended 2022-07-31): $55.5M FY2023 (ended 2023-07-31): $66.2M 2023 FY2024 (ended 2024-07-31): $77M FY2025 (ended 2025-07-31): $78.4M FY2026 (ended 2026-07-31): $81.8M 2026 $81.8M

Ad spend as % of revenue

0.0% 0.3% 0.5% 0.8% 1.0% FY2009 (ended 2009-07-31): n/a FY2010 (ended 2010-07-31): n/a FY2011 (ended 2011-07-31): n/a 2011 FY2012 (ended 2012-07-31): n/a FY2013 (ended 2013-07-31): n/a FY2014 (ended 2014-07-31): n/a 2014 FY2015 (ended 2015-07-31): n/a FY2016 (ended 2016-07-31): 0.3% FY2017 (ended 2017-07-31): 0.3% 2017 FY2018 (ended 2018-07-31): 0.3% FY2019 (ended 2019-07-31): 0.5% FY2020 (ended 2020-07-31): 0.8% 2020 FY2021 (ended 2021-07-31): 0.4% FY2022 (ended 2022-07-31): 0.3% FY2023 (ended 2023-07-31): 0.6% 2023 FY2024 (ended 2024-07-31): 0.8% FY2025 (ended 2025-07-31): 0.8% FY2026 (ended 2026-07-31): 0.9% 2026 0.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jul 31, 2026 $81.8M +4.4% $9.6B 0.9% AdvertisingExpense 10-K Sep 22, 2026
FY2025 Jul 31, 2025 $78.4M +1.7% $9.6B 0.8% AdvertisingExpense 10-K Sep 22, 2026
FY2024 Jul 31, 2024 $77M +16.4% $10B 0.8% AdvertisingExpense 10-K Sep 22, 2026
FY2023 Jul 31, 2023 $66.2M +19.3% $11.1B 0.6% AdvertisingExpense 10-K Sep 24, 2025
FY2022 Jul 31, 2022 $55.5M +24.2% $16.3B 0.3% AdvertisingExpense 10-K Sep 24, 2024
FY2021 Jul 31, 2021 $44.6M -33.4% $12.3B 0.4% AdvertisingExpense 10-K Sep 25, 2023
FY2020 Jul 31, 2020 $67M +73.4% $8.2B 0.8% AdvertisingExpense 10-K Sep 28, 2022
FY2019 Jul 31, 2019 $38.6M +43.8% $7.9B 0.5% AdvertisingExpense 10-K Sep 28, 2021
FY2018 Jul 31, 2018 $26.9M +7.5% $8.3B 0.3% AdvertisingExpense 10-K Sep 28, 2020
FY2017 Jul 31, 2017 $25M +72.7% $7.2B 0.3% AdvertisingExpense 10-K Sep 30, 2019
FY2016 Jul 31, 2016 $14.5M +15.6% $4.6B 0.3% AdvertisingExpense 10-K Sep 20, 2018
FY2015 Jul 31, 2015 $12.5M +31.8% n/a n/a AdvertisingExpense 10-K Sep 27, 2017
FY2014 Jul 31, 2014 $9.5M +7.9% n/a n/a AdvertisingExpense 10-K Sep 26, 2016
FY2013 Jul 31, 2013 $8.8M +25.8% n/a n/a AdvertisingExpense 10-K Sep 21, 2015
FY2012 Jul 31, 2012 $7M +13.3% n/a n/a AdvertisingExpense 10-K Sep 25, 2014
FY2011 Jul 31, 2011 $6.2M +14.7% n/a n/a AdvertisingExpense 10-K Sep 26, 2013
FY2010 Jul 31, 2010 $5.4M -6.8% n/a n/a AdvertisingExpense 10-K Sep 26, 2012
FY2009 Jul 31, 2009 $5.8M n/a n/a n/a AdvertisingExpense 10-K Sep 28, 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 Thor Industries in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
376 Okta $83M 2.8% +22.1% FY2026
377 Ross Stores $82M 0.4% +16.8% FY2026
378 Thor Industries $81.8M 0.9% +4.4% FY2026
379 Dropbox $81.8M 3.2% -42.6% FY2025
380 Pultegroup $81.6M 0.5% +9.4% FY2025
381 CarParts.com $81.3M 14.9% n/a FY2026
382 Pilgrims Pride $80.3M 0.4% +14.6% FY2025

Full ranking of 458 companies · Biggest increases #254 · Lowest ad-to-revenue #50 · Up 5+ years in a row #73

Questions

How much does Thor Industries spend on advertising?

Thor Industries spent $81.8M on advertising in fiscal 2026, the year ended Jul 31, 2026, according to its 10-K filed Sep 22, 2026.

What percentage of revenue does Thor Industries spend on advertising?

0.9% of revenue in fiscal 2026 ($81.8M of $9.6B). The median across the 458 companies tracked is 4.6%.

Is Thor Industries spending more on advertising?

Yes. Ad spend rose 4.4% in fiscal 2026 from fiscal 2025. It has risen 5 years in a row.

How does Thor Industries rank by advertising spend?

#378 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Thor Industries's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Sep 22, 2026
Accession number
0000730263-26-000027
Company
THOR INDUSTRIES INC, CIK 730263, SIC 3716 (Motor Homes)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Thor Industries advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Sep 22, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/thor-industries/advertising-spend/
Download
CSV, all years · CSV, all 458 companies