Disney advertising spend, FY2025

Disney (DIS) reported $6.5B of advertising expense for the fiscal year ended Sep 27, 2025. That is 6.9% of revenue of $94.4B. Up 6.6% from FY2024.

Ad spend, FY2025
$6.5B
year ended Sep 27, 2025
Change vs prior year
+6.6%
vs FY2024
Share of revenue
6.9%
of $94.4B revenue
Rank by ad spend
#8
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2020 level ($4.7B), in line with revenue (1.4x).
  • The highest year on file is FY2022 at $7.2B; FY2025 is 10% below it.
  • Largest increase +53.6% in FY2019; largest cut -11.1% in FY2023.
  • Ad spend is 6.9% of revenue, down from 7.2% in FY2020.
  • Disney spends more on advertising than 98% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.3x the median of 5.2%.

Ad spend by fiscal year

$0 $2B $4B $6B $8B FY2017 (ended 2017-09-30): $2.6B 2017 FY2018 (ended 2018-09-29): $2.8B FY2019 (ended 2019-09-28): $4.3B 2019 FY2020 (ended 2020-10-03): $4.7B FY2021 (ended 2021-10-02): $5.5B 2021 FY2022 (ended 2022-10-01): $7.2B FY2023 (ended 2023-09-30): $6.4B 2023 FY2024 (ended 2024-09-28): $6.1B FY2025 (ended 2025-09-27): $6.5B 2025 $6.5B

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2017 (ended 2017-09-30): 4.7% 2017 FY2018 (ended 2018-09-29): 4.7% FY2019 (ended 2019-09-28): 6.2% 2019 FY2020 (ended 2020-10-03): 7.2% FY2021 (ended 2021-10-02): 8.2% 2021 FY2022 (ended 2022-10-01): 8.7% FY2023 (ended 2023-09-30): 7.2% 2023 FY2024 (ended 2024-09-28): 6.7% FY2025 (ended 2025-09-27): 6.9% 2025 6.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 27, 2025 $6.5B +6.6% $94.4B 6.9% AdvertisingExpense 10-K Nov 13, 2025
FY2024 Sep 28, 2024 $6.1B -4.7% $91.4B 6.7% AdvertisingExpense 10-K Nov 13, 2025
FY2023 Sep 30, 2023 $6.4B -11.1% $88.9B 7.2% AdvertisingExpense 10-K Nov 13, 2025
FY2022 Oct 1, 2022 $7.2B +30.9% $82.7B 8.7% AdvertisingExpense 10-K Nov 14, 2024
FY2021 Oct 2, 2021 $5.5B +17.0% $67.4B 8.2% AdvertisingExpense 10-K Nov 21, 2023
FY2020 Oct 3, 2020 $4.7B +9.3% $65.4B 7.2% AdvertisingExpense 10-K Nov 29, 2022
FY2019 Sep 28, 2019 $4.3B +53.6% $69.6B 6.2% AdvertisingExpense 10-K Nov 24, 2021
FY2018 Sep 29, 2018 $2.8B +7.7% $59.4B 4.7% AdvertisingExpense 10-K Nov 25, 2020
FY2017 Sep 30, 2017 $2.6B n/a $55.1B 4.7% AdvertisingExpense 10-K Nov 20, 2019

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
7 Booking Holdings $8.2B 30.4% +12.5% FY2025
8 Disney $6.5B 6.9% +6.6% FY2025
9 American Express $6.3B 8.7% +3.5% FY2025
10 Capital One $5.9B 11.0% +29.0% FY2025
11 JPMorgan Chase $5.5B 3.0% +11.2% FY2025
12 Coca-Cola $5.4B 11.3% +5.9% FY2025
13 Walmart $5.4B 0.8% +5.9% FY2026

Full ranking of 336 companies · Biggest increases #161

Questions

How much does Disney spend on advertising?

Disney spent $6.5B on advertising in fiscal 2025, the year ended Sep 27, 2025, according to its 10-K filed Nov 13, 2025.

What percentage of revenue does Disney spend on advertising?

6.9% of revenue in fiscal 2025 ($6.5B of $94.4B). The median across the 336 companies tracked is 5.2%.

Is Disney spending more on advertising?

Yes. Ad spend rose 6.6% in fiscal 2025 from fiscal 2024.

How does Disney rank by advertising spend?

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

What does Disney's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Nov 13, 2025
Accession number
0001744489-25-000155
Company
Walt Disney Co, CIK 1744489, SIC 7990 (Services-Miscellaneous Amusement & Recreation)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Disney advertising spend, FY2017-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 13, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/walt-disney/advertising-spend/
Download
CSV, all years · CSV, all 336 companies