Wells Fargo advertising spend, FY2025
Wells Fargo (WFC) reported $1.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.3% of revenue of $83.7B. Up 25.9% from FY2024.
Key facts
- Ad spend is 1.8x its FY2020 level ($600M), faster than revenue (1.1x).
- FY2025 is the highest year on file, going back to FY2017.
- Largest increase +60.8% in FY2023; largest cut -44.2% in FY2020.
- Ad spend has risen 3 years in a row.
- Ad spend is 1.3% of revenue, up from 0.8% in FY2020.
- Wells Fargo spends more on advertising than 82% 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 | $1.1B | +25.9% | $83.7B | 1.3% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2024 | Dec 31, 2024 | $869M | +7.0% | $82.3B | 1.1% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2023 | Dec 31, 2023 | $812M | +60.8% | $82.6B | 1.0% | MarketingAndAdvertisingExpense | 10-K Feb 24, 2026 |
| FY2022 | Dec 31, 2022 | $505M | -15.8% | $74.4B | 0.7% | MarketingAndAdvertisingExpense | 10-K Feb 25, 2025 |
| FY2021 | Dec 31, 2021 | $600M | 0.0% | $79.2B | 0.8% | MarketingAndAdvertisingExpense | 10-K Feb 20, 2024 |
| FY2020 | Dec 31, 2020 | $600M | -44.2% | $74.3B | 0.8% | MarketingAndAdvertisingExpense | 10-K Feb 21, 2023 |
| FY2019 | Dec 31, 2019 | $1.1B | +25.6% | $86.8B | 1.2% | MarketingAndAdvertisingExpense | 10-K Feb 22, 2022 |
| FY2018 | Dec 31, 2018 | $857M | +39.6% | $86.4B | 1.0% | MarketingAndAdvertisingExpense | 10-K Feb 23, 2021 |
| FY2017 | Dec 31, 2017 | $614M | n/a | $88.4B | 0.7% | MarketingAndAdvertisingExpense | 10-K Feb 27, 2020 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense. Revenue is net of interest expense.
Compared with similar spenders
The 6 companies closest to Wells Fargo in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 57 | DraftKings | $1.1B | 18.6% | +7.2% | FY2025 |
| 58 | Coupang | $1.1B | 3.2% | +16.2% | FY2025 |
| 59 | Molson Coors Beverage | $1.1B | 8.4% | 0.0% | FY2025 |
| 60 | Citigroup | $1.1B | 1.3% | -1.4% | FY2025 |
| 61 | Wells Fargo | $1.1B | 1.3% | +25.9% | FY2025 |
| 62 | Rocket Companies | $1.1B | 16.3% | +32.0% | FY2025 |
| 63 | Kraft Heinz | $1.1B | 4.3% | +4.1% | FY2025 |
Full ranking of 336 companies · Biggest increases #61 · Lowest ad-to-revenue #44
Questions
How much does Wells Fargo spend on advertising?
Wells Fargo spent $1.1B 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 Wells Fargo spend on advertising?
1.3% of revenue in fiscal 2025 ($1.1B of $83.7B). The median across the 336 companies tracked is 5.2%.
Is Wells Fargo spending more on advertising?
Yes. Ad spend rose 25.9% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.
How does Wells Fargo rank by advertising spend?
#61 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Wells Fargo'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
0000072971-26-000133- Company
- WELLS FARGO & COMPANY/MN, CIK 72971, SIC 6021 (National Commercial Banks)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Wells Fargo 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/wells-fargo-company-mn/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies