Upbound Group advertising spend, FY2025

Upbound Group (UPBD) reported $132M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.8% of revenue of $4.7B. Up 103.7% from FY2024.

Ad spend, FY2025
$132M
year ended Dec 31, 2025
Change vs prior year
+103.7%
vs FY2024
Share of revenue
2.8%
of $4.7B revenue
Rank by ad spend
#284
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2015 level ($96.2M), in line with revenue (1.4x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +103.7% in FY2025; largest cut -27.5% in FY2022.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 2.8% of revenue, up from 1.8% in FY2020.
  • Upbound Group spends more on advertising than 16% 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 $50M $100M $150M FY2009 (ended 2009-12-31): $78.7M FY2010 (ended 2010-12-31): $77.3M 2010 FY2011 (ended 2011-12-31): $92.8M FY2012 (ended 2012-12-31): $97.3M FY2013 (ended 2013-12-31): $92.6M 2013 FY2014 (ended 2014-12-31): $94.8M FY2015 (ended 2015-12-31): $96.2M FY2016 (ended 2016-12-31): $90.6M 2016 FY2017 (ended 2017-12-31): $86.1M FY2018 (ended 2018-12-31): $74.6M FY2019 (ended 2019-12-31): $58.8M 2019 FY2020 (ended 2020-12-31): $50.9M FY2021 (ended 2021-12-31): $73.9M FY2022 (ended 2022-12-31): $53.6M 2022 FY2023 (ended 2023-12-31): $63.1M FY2024 (ended 2024-12-31): $65M FY2025 (ended 2025-12-31): $132M 2025 $132M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2009 (ended 2009-12-31): 2.9% FY2010 (ended 2010-12-31): 2.8% 2010 FY2011 (ended 2011-12-31): 3.2% FY2012 (ended 2012-12-31): 3.2% FY2013 (ended 2013-12-31): 3.0% 2013 FY2014 (ended 2014-12-31): 3.0% FY2015 (ended 2015-12-31): 2.9% FY2016 (ended 2016-12-31): 3.1% 2016 FY2017 (ended 2017-12-31): 3.2% FY2018 (ended 2018-12-31): 2.8% FY2019 (ended 2019-12-31): 2.2% 2019 FY2020 (ended 2020-12-31): 1.8% FY2021 (ended 2021-12-31): 1.6% FY2022 (ended 2022-12-31): 1.3% 2022 FY2023 (ended 2023-12-31): 1.6% FY2024 (ended 2024-12-31): 1.5% FY2025 (ended 2025-12-31): 2.8% 2025 2.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $132M +103.7% $4.7B 2.8% AdvertisingExpense 10-K Feb 23, 2026
FY2024 Dec 31, 2024 $65M +3.0% $4.3B 1.5% AdvertisingExpense 10-K Feb 23, 2026
FY2023 Dec 31, 2023 $63.1M +17.7% $4B 1.6% AdvertisingExpense 10-K Feb 23, 2026
FY2022 Dec 31, 2022 $53.6M -27.5% $4.2B 1.3% AdvertisingExpense 10-K Feb 25, 2025
FY2021 Dec 31, 2021 $73.9M +45.2% $4.6B 1.6% AdvertisingExpense 10-K Feb 27, 2024
FY2020 Dec 31, 2020 $50.9M -13.4% $2.8B 1.8% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $58.8M -21.2% $2.7B 2.2% AdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $74.6M -13.4% $2.7B 2.8% AdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $86.1M -5.0% $2.7B 3.2% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $90.6M -5.8% $3B 3.1% AdvertisingExpense 10-K Mar 1, 2019
FY2015 Dec 31, 2015 $96.2M +1.5% $3.3B 2.9% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $94.8M +2.4% $3.2B 3.0% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $92.6M -4.8% $3.1B 3.0% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $97.3M +4.8% $3.1B 3.2% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $92.8M +20.1% $2.9B 3.2% AdvertisingExpense 10-K Mar 3, 2014
FY2010 Dec 31, 2010 $77.3M -1.8% $2.7B 2.8% AdvertisingExpense 10-K Feb 26, 2013
FY2009 Dec 31, 2009 $78.7M n/a $2.8B 2.9% AdvertisingExpense 10-K/A Apr 20, 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 Upbound Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
279 Steven Madden $134M 5.3% +31.0% FY2025
280 Moderna $133M 6.8% -8.9% FY2025
281 Penske Automotive Group $133M 0.4% -3.9% FY2025
282 Perrigo $133M 3.1% -1.2% FY2025
283 Helen of Troy $133M 7.4% -1.7% FY2026
284 Upbound Group $132M 2.8% +103.7% FY2025
285 Fiverr International $132M 30.6% +8.2% FY2025

Full ranking of 336 companies · Biggest increases #8 · New $100M spenders #3

Questions

How much does Upbound Group spend on advertising?

Upbound Group spent $132M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 23, 2026.

What percentage of revenue does Upbound Group spend on advertising?

2.8% of revenue in fiscal 2025 ($132M of $4.7B). The median across the 336 companies tracked is 5.2%.

Is Upbound Group spending more on advertising?

Yes. Ad spend rose 103.7% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Upbound Group rank by advertising spend?

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

What does Upbound Group's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 23, 2026
Accession number
0000933036-26-000008
Company
UPBOUND GROUP, INC., CIK 933036, SIC 7359 (Services-Equipment Rental & Leasing, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Upbound Group advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/upbound-group/advertising-spend/
Download
CSV, all years · CSV, all 336 companies