Truist Financial advertising spend, FY2025
Truist Financial (TFC) reported $299M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.5% of revenue of $20.3B. Up 11.6% from FY2024.
Key facts
- Ad spend is 1.1x its FY2020 level ($273M), faster than revenue (0.9x).
- The highest year on file is FY2022 at $321M; FY2025 is 7% below it.
- Largest increase +99.3% in FY2020; largest cut -19.0% in FY2023.
- Ad spend has risen 2 years in a row.
- Ad spend is 1.5% of revenue, up from 1.2% in FY2020.
- Truist Financial spends more on advertising than 50% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
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 | $299M | +11.6% | $20.3B | 1.5% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2024 | Dec 31, 2024 | $268M | +3.1% | $13.3B | 2.0% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2023 | Dec 31, 2023 | $260M | -19.0% | $20B | 1.3% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2022 | Dec 31, 2022 | $321M | +9.2% | $20B | 1.6% | MarketingAndAdvertisingExpense | 10-K Feb 25, 2025 |
| FY2021 | Dec 31, 2021 | $294M | +7.7% | $22.3B | 1.3% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2024 |
| FY2020 | Dec 31, 2020 | $273M | +99.3% | $22.7B | 1.2% | MarketingAndAdvertisingExpense | 10-K Feb 28, 2023 |
| FY2019 | Dec 31, 2019 | $137M | +34.3% | $12.6B | 1.1% | MarketingAndAdvertisingExpense | 10-K Feb 23, 2022 |
| FY2018 | Dec 31, 2018 | $102M | +8.5% | $11.6B | 0.9% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2021 |
| FY2017 | Dec 31, 2017 | $94M | n/a | $11.3B | 0.8% | MarketingAndAdvertisingExpense | 10-K Mar 3, 2020 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense. Revenue is net of interest expense: net interest income plus noninterest income.
Compared with similar spenders
The 6 companies closest to Truist Financial in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 167 | Teva Pharmaceutical | $309M | 1.8% | +19.3% | FY2025 |
| 168 | Abercrombie & Fitch | $308M | 5.9% | +13.9% | FY2026 |
| 169 | Zoetis | $308M | 3.3% | +2.0% | FY2025 |
| 170 | Truist Financial | $299M | 1.5% | +11.6% | FY2025 |
| 171 | Interparfums | $295M | 19.8% | +5.1% | FY2025 |
| 172 | iHeartMedia | $290M | 7.5% | +13.7% | FY2025 |
| 173 | Starz Entertainment | $289M | 21.1% | -10.4% | FY2025 |
Full ranking of 336 companies · Biggest increases #120 · Lowest ad-to-revenue #50
Questions
How much does Truist Financial spend on advertising?
Truist Financial spent $299M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 24, 2026.
What percentage of revenue does Truist Financial spend on advertising?
1.5% of revenue in fiscal 2025 ($299M of $20.3B). The median across the 336 companies tracked is 5.2%.
Is Truist Financial spending more on advertising?
Yes. Ad spend rose 11.6% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.
How does Truist Financial rank by advertising spend?
#170 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Truist Financial's advertising figure include?
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Source
- Filing
- 10-K for FY2025, filed Feb 24, 2026
- Accession number
0000092230-26-000030- Company
- TRUIST FINANCIAL CORP, CIK 92230, SIC 6021 (National Commercial Banks)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Truist Financial advertising spend, FY2017-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 24, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/truist-financial/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies