Valvoline advertising spend, FY2025

Valvoline (VVV) reported $74.3M of advertising expense for the fiscal year ended Sep 30, 2025. That is 4.3% of revenue of $1.7B. Up 7.1% from FY2024.

Ad spend, FY2025
$74.3M
year ended Sep 30, 2025
Change vs prior year
+7.1%
vs FY2024
Share of revenue
4.3%
of $1.7B revenue
Rank by ad spend
#398
of 458 companies

Key facts

  • Ad spend is 1.3x its FY2015 level ($56M), faster than revenue (0.9x).
  • FY2025 is the highest year on file, going back to FY2015.
  • Largest increase +36.6% in FY2021; largest cut -51.8% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 4.3% of revenue, down from 4.8% in FY2020.
  • Valvoline spends more on advertising than 13% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M $80M FY2015 (ended 2015-09-30): $56M 2015 FY2016 (ended 2016-09-30): $58M FY2017 (ended 2017-09-30): $61M 2017 FY2018 (ended 2018-09-30): $63M FY2019 (ended 2019-09-30): $73M 2019 FY2020 (ended 2020-09-30): $35.2M FY2021 (ended 2021-09-30): $48.1M 2021 FY2022 (ended 2022-09-30): $54.8M FY2023 (ended 2023-09-30): $60.5M 2023 FY2024 (ended 2024-09-30): $69.4M FY2025 (ended 2025-09-30): $74.3M 2025 $74.3M

Ad spend as % of revenue

0% 2% 4% 6% FY2015 (ended 2015-09-30): 2.8% 2015 FY2016 (ended 2016-09-30): 3.0% FY2017 (ended 2017-09-30): 2.9% 2017 FY2018 (ended 2018-09-30): 2.8% FY2019 (ended 2019-09-30): 3.1% 2019 FY2020 (ended 2020-09-30): 4.8% FY2021 (ended 2021-09-30): 4.6% 2021 FY2022 (ended 2022-09-30): 4.4% FY2023 (ended 2023-09-30): 4.2% 2023 FY2024 (ended 2024-09-30): 4.3% FY2025 (ended 2025-09-30): 4.3% 2025 4.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 30, 2025 $74.3M +7.1% $1.7B 4.3% AdvertisingExpense 10-K Nov 21, 2025
FY2024 Sep 30, 2024 $69.4M +14.7% $1.6B 4.3% AdvertisingExpense 10-K Nov 21, 2025
FY2023 Sep 30, 2023 $60.5M +10.4% $1.4B 4.2% AdvertisingExpense 10-K Nov 21, 2025
FY2022 Sep 30, 2022 $54.8M +13.9% $1.2B 4.4% AdvertisingExpense 10-K Nov 22, 2024
FY2021 Sep 30, 2021 $48.1M +36.6% $1B 4.6% AdvertisingExpense 10-K Nov 20, 2023
FY2020 Sep 30, 2020 $35.2M -51.8% $727M 4.8% AdvertisingExpense 10-K/A Dec 2, 2022
FY2019 Sep 30, 2019 $73M +15.9% $2.4B 3.1% AdvertisingExpense 10-K Nov 19, 2021
FY2018 Sep 30, 2018 $63M +3.3% $2.3B 2.8% AdvertisingExpense 10-K Nov 24, 2020
FY2017 Sep 30, 2017 $61M +5.2% $2.1B 2.9% AdvertisingExpense 10-K Nov 22, 2019
FY2016 Sep 30, 2016 $58M +3.6% $1.9B 3.0% AdvertisingExpense 10-K Nov 21, 2018
FY2015 Sep 30, 2015 $56M n/a $2B 2.8% AdvertisingExpense 10-K Nov 17, 2017

What the figure is

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

Compared with similar spenders

The 6 companies closest to Valvoline in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
393 Jetblue Airways $76M 0.8% -3.8% FY2025
394 Samsara $76M 4.7% +10.5% FY2026
395 Bellring Brands $75.2M 3.2% +22.7% FY2025
396 Lovesac $75.1M 10.8% -3.0% FY2026
397 Docusign $74.5M 2.3% -5.7% FY2026
398 Valvoline $74.3M 4.3% +7.1% FY2025
399 A.K.A. Brands $74.1M 12.3% -0.8% FY2025

Full ranking of 458 companies · Biggest increases #215 · Up 5+ years in a row #67

Questions

How much does Valvoline spend on advertising?

Valvoline spent $74.3M on advertising in fiscal 2025, the year ended Sep 30, 2025, according to its 10-K filed Nov 21, 2025.

What percentage of revenue does Valvoline spend on advertising?

4.3% of revenue in fiscal 2025 ($74.3M of $1.7B). The median across the 458 companies tracked is 4.6%.

Is Valvoline spending more on advertising?

Yes. Ad spend rose 7.1% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does Valvoline rank by advertising spend?

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

What does Valvoline's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Nov 21, 2025
Accession number
0001674910-25-000135
Company
VALVOLINE INC, CIK 1674910, SIC 2990 (Miscellaneous Products of Petroleum & Coal)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Valvoline advertising spend, FY2015-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 21, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/valvoline/advertising-spend/
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