Visa advertising spend, FY2025

Visa (V) reported $1.7B of advertising expense for the fiscal year ended Sep 30, 2025. That is 4.2% of revenue of $40B. Up 7.9% from FY2024.

Ad spend, FY2025
$1.7B
year ended Sep 30, 2025
Change vs prior year
+7.9%
vs FY2024
Share of revenue
4.2%
of $40B revenue
Rank by ad spend
#39
of 336 companies

Key facts

  • Ad spend is 1.9x its FY2015 level ($872M), slower than revenue (2.9x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +74.9% in FY2008; largest cut -12.1% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 4.2% of revenue, down from 4.4% in FY2020.
  • Visa spends more on advertising than 89% 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 $500M $1B $1.5B $2B FY2007 (ended 2007-09-30): $581M 2007 FY2008 (ended 2008-09-30): $1B FY2009 (ended 2009-09-30): $918M FY2010 (ended 2010-09-30): $964M 2010 FY2011 (ended 2011-09-30): $870M FY2012 (ended 2012-09-30): $873M FY2013 (ended 2013-09-30): $876M 2013 FY2014 (ended 2014-09-30): $900M FY2015 (ended 2015-09-30): $872M FY2016 (ended 2016-09-30): $869M 2016 FY2017 (ended 2017-09-30): $922M FY2018 (ended 2018-09-30): $988M FY2019 (ended 2019-09-30): $1.1B 2019 FY2020 (ended 2020-09-30): $971M FY2021 (ended 2021-09-30): $1.1B FY2022 (ended 2022-09-30): $1.3B 2022 FY2023 (ended 2023-09-30): $1.3B FY2024 (ended 2024-09-30): $1.6B FY2025 (ended 2025-09-30): $1.7B 2025 $1.7B

Ad spend as % of revenue

0% 5% 10% 15% 20% FY2007 (ended 2007-09-30): 16.2% 2007 FY2008 (ended 2008-09-30): 16.2% FY2009 (ended 2009-09-30): 13.3% FY2010 (ended 2010-09-30): 12.0% 2010 FY2011 (ended 2011-09-30): 9.5% FY2012 (ended 2012-09-30): 8.4% FY2013 (ended 2013-09-30): 7.4% 2013 FY2014 (ended 2014-09-30): 7.1% FY2015 (ended 2015-09-30): 6.3% FY2016 (ended 2016-09-30): 5.8% 2016 FY2017 (ended 2017-09-30): 5.0% FY2018 (ended 2018-09-30): 4.8% FY2019 (ended 2019-09-30): 4.8% 2019 FY2020 (ended 2020-09-30): 4.4% FY2021 (ended 2021-09-30): 4.7% FY2022 (ended 2022-09-30): 4.6% 2022 FY2023 (ended 2023-09-30): 4.1% FY2024 (ended 2024-09-30): 4.3% FY2025 (ended 2025-09-30): 4.2% 2025 4.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 30, 2025 $1.7B +7.9% $40B 4.2% MarketingAndAdvertisingExpense 10-K Nov 6, 2025
FY2024 Sep 30, 2024 $1.6B +16.3% $35.9B 4.3% MarketingAndAdvertisingExpense 10-K Nov 6, 2025
FY2023 Sep 30, 2023 $1.3B +0.4% $32.7B 4.1% MarketingAndAdvertisingExpense 10-K Nov 6, 2025
FY2022 Sep 30, 2022 $1.3B +17.6% $29.3B 4.6% MarketingAndAdvertisingExpense 10-K Nov 13, 2024
FY2021 Sep 30, 2021 $1.1B +17.0% $24.1B 4.7% MarketingAndAdvertisingExpense 10-K Nov 15, 2023
FY2020 Sep 30, 2020 $971M -12.1% $21.8B 4.4% MarketingAndAdvertisingExpense 10-K Nov 16, 2022
FY2019 Sep 30, 2019 $1.1B +11.8% $23B 4.8% MarketingAndAdvertisingExpense 10-K Nov 18, 2021
FY2018 Sep 30, 2018 $988M +7.2% $20.6B 4.8% MarketingAndAdvertisingExpense 10-K Nov 19, 2020
FY2017 Sep 30, 2017 $922M +6.1% $18.4B 5.0% MarketingAndAdvertisingExpense 10-K Nov 14, 2019
FY2016 Sep 30, 2016 $869M -0.3% $15.1B 5.8% MarketingAndAdvertisingExpense 10-K Nov 16, 2018
FY2015 Sep 30, 2015 $872M -3.1% $13.9B 6.3% MarketingAndAdvertisingExpense 10-K Nov 17, 2017
FY2014 Sep 30, 2014 $900M +2.7% $12.7B 7.1% MarketingAndAdvertisingExpense 10-K Nov 15, 2016
FY2013 Sep 30, 2013 $876M +0.3% $11.8B 7.4% MarketingAndAdvertisingExpense 10-K Nov 20, 2015
FY2012 Sep 30, 2012 $873M +0.3% $10.4B 8.4% MarketingAndAdvertisingExpense 10-K Nov 21, 2014
FY2011 Sep 30, 2011 $870M -9.8% $9.2B 9.5% MarketingAndAdvertisingExpense 10-K Nov 22, 2013
FY2010 Sep 30, 2010 $964M +5.0% $8.1B 12.0% MarketingAndAdvertisingExpense 10-K Nov 16, 2012
FY2009 Sep 30, 2009 $918M -9.6% $6.9B 13.3% MarketingAndAdvertisingExpense 10-K Nov 18, 2011
FY2008 Sep 30, 2008 $1B +74.9% $6.3B 16.2% MarketingAndAdvertisingExpense 10-K Nov 19, 2010
FY2007 Sep 30, 2007 $581M n/a $3.6B 16.2% MarketingAndAdvertisingExpense 10-K Nov 20, 2009

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
38 MercadoLibre $1.7B 5.8% +60.5% FY2025
39 Visa $1.7B 4.2% +7.9% FY2025
40 Mondelez $1.7B 4.3% -21.6% FY2025
41 Coty $1.6B 27.7% +2.1% FY2026
42 DoorDash $1.6B 11.7% +23.1% FY2025
43 Johnson & Johnson $1.6B 1.7% +166.7% FY2025
44 NetEase $1.6B 9.9% +6.7% FY2025

Full ranking of 336 companies · Biggest increases #149 · Up 5+ years in a row #60

Questions

How much does Visa spend on advertising?

Visa spent $1.7B on advertising in fiscal 2025, the year ended Sep 30, 2025, according to its 10-K filed Nov 6, 2025.

What percentage of revenue does Visa spend on advertising?

4.2% of revenue in fiscal 2025 ($1.7B of $40B). The median across the 336 companies tracked is 5.2%.

Is Visa spending more on advertising?

Yes. Ad spend rose 7.9% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does Visa rank by advertising spend?

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

What does Visa's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Nov 6, 2025
Accession number
0001403161-25-000089
Company
VISA INC., CIK 1403161, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Visa advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 6, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/visa/advertising-spend/
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CSV, all years · CSV, all 336 companies