Toast advertising spend, FY2025
Toast (TOST) reported $54M of advertising expense for the fiscal year ended Dec 31, 2025. That is 0.9% of revenue of $6.2B. Up 25.6% from FY2024.
Key facts
- Ad spend is 9.0x its FY2020 level ($6M), faster than revenue (7.5x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +183.3% in FY2021; largest cut -25.0% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 0.9% of revenue, up from 0.7% in FY2020.
- Toast spends more on advertising than 4% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $54M | +25.6% | $6.2B | 0.9% | AdvertisingExpense | 10-K Feb 18, 2026 |
| FY2024 | Dec 31, 2024 | $43M | +48.3% | $5B | 0.9% | AdvertisingExpense | 10-K Feb 18, 2026 |
| FY2023 | Dec 31, 2023 | $29M | +16.0% | $3.9B | 0.8% | AdvertisingExpense | 10-K Feb 18, 2026 |
| FY2022 | Dec 31, 2022 | $25M | +47.1% | $2.7B | 0.9% | AdvertisingExpense | 10-K Feb 26, 2025 |
| FY2021 | Dec 31, 2021 | $17M | +183.3% | $1.7B | 1.0% | AdvertisingExpense | 10-K Feb 27, 2024 |
| FY2020 | Dec 31, 2020 | $6M | -25.0% | $823M | 0.7% | AdvertisingExpense | 10-K Mar 1, 2023 |
| FY2019 | Dec 31, 2019 | $8M | n/a | $665M | 1.2% | AdvertisingExpense | 10-K Mar 1, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Toast in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 438 | Reynolds Consumer Products | $55M | 1.5% | -29.5% | FY2025 |
| 440 | Sunstone Hotel Investors | $54.3M | 5.7% | +4.0% | FY2025 |
| 441 | Liberty Media | $54M | 1.2% | +58.8% | FY2025 |
| 442 | Toast | $54M | 0.9% | +25.6% | FY2025 |
| 443 | Cable One | $53.6M | 3.6% | 0.0% | FY2025 |
| 444 | Hinge Health | $53.6M | 9.1% | +43.7% | FY2025 |
| 445 | Brady | $53.3M | 3.2% | +5.9% | FY2026 |
Full ranking of 458 companies · Biggest increases #83 · Up 5+ years in a row #37 · New $50M spenders #14
Questions
How much does Toast spend on advertising?
Toast spent $54M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 18, 2026.
What percentage of revenue does Toast spend on advertising?
0.9% of revenue in fiscal 2025 ($54M of $6.2B). The median across the 458 companies tracked is 4.6%.
Is Toast spending more on advertising?
Yes. Ad spend rose 25.6% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does Toast rank by advertising spend?
#442 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Toast's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 18, 2026
- Accession number
0001650164-26-000057- Company
- Toast, Inc., CIK 1650164, SIC 7374 (Services-Computer Processing & Data Preparation)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Toast advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/toast/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies