Whirlpool advertising spend, FY2025

Whirlpool (WHR) reported $276M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.8% of revenue of $15.5B. Up 4.5% from FY2024.

Ad spend, FY2025
$276M
year ended Dec 31, 2025
Change vs prior year
+4.5%
vs FY2024
Share of revenue
1.8%
of $15.5B revenue
Rank by ad spend
#180
of 336 companies

Key facts

  • Ad spend is 11% below its FY2015 level ($310M); revenue is 26% lower.
  • The highest year on file is FY2023 at $392M; FY2025 is 30% below it.
  • Largest increase +26.4% in FY2021; largest cut -37.2% in FY2009.
  • Ad spend is 1.8% of revenue, up from 1.4% in FY2020.
  • Whirlpool spends more on advertising than 47% 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 $100M $200M $300M $400M FY2008 (ended 2008-12-31): $336M FY2009 (ended 2009-12-31): $211M FY2010 (ended 2010-12-31): $235M 2010 FY2011 (ended 2011-12-31): $275M FY2012 (ended 2012-12-31): $273M FY2013 (ended 2013-12-31): $304M 2013 FY2014 (ended 2014-12-31): $269M FY2015 (ended 2015-12-31): $310M FY2016 (ended 2016-12-31): $366M 2016 FY2017 (ended 2017-12-31): $330M FY2018 (ended 2018-12-31): $343M FY2019 (ended 2019-12-31): $335M 2019 FY2020 (ended 2020-12-31): $273M FY2021 (ended 2021-12-31): $345M FY2022 (ended 2022-12-31): $329M 2022 FY2023 (ended 2023-12-31): $392M FY2024 (ended 2024-12-31): $264M FY2025 (ended 2025-12-31): $276M 2025 $276M

Ad spend as % of revenue

0% 1% 2% 3% FY2008 (ended 2008-12-31): 1.8% FY2009 (ended 2009-12-31): 1.2% FY2010 (ended 2010-12-31): 1.3% 2010 FY2011 (ended 2011-12-31): 1.5% FY2012 (ended 2012-12-31): 1.5% FY2013 (ended 2013-12-31): 1.6% 2013 FY2014 (ended 2014-12-31): 1.4% FY2015 (ended 2015-12-31): 1.5% FY2016 (ended 2016-12-31): 1.8% 2016 FY2017 (ended 2017-12-31): 1.6% FY2018 (ended 2018-12-31): 1.6% FY2019 (ended 2019-12-31): 1.6% 2019 FY2020 (ended 2020-12-31): 1.4% FY2021 (ended 2021-12-31): 1.6% FY2022 (ended 2022-12-31): 1.7% 2022 FY2023 (ended 2023-12-31): 2.0% FY2024 (ended 2024-12-31): 1.6% FY2025 (ended 2025-12-31): 1.8% 2025 1.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $276M +4.5% $15.5B 1.8% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 31, 2024 $264M -32.7% $16.6B 1.6% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $392M +19.1% $19.5B 2.0% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Dec 31, 2022 $329M -4.6% $19.7B 1.7% AdvertisingExpense 10-K Feb 13, 2025
FY2021 Dec 31, 2021 $345M +26.4% $22B 1.6% AdvertisingExpense 10-K Feb 14, 2024
FY2020 Dec 31, 2020 $273M -18.5% $19.5B 1.4% AdvertisingExpense 10-K Feb 10, 2023
FY2019 Dec 31, 2019 $335M -2.3% $20.4B 1.6% AdvertisingExpense 10-K Feb 10, 2022
FY2018 Dec 31, 2018 $343M +3.9% $21B 1.6% AdvertisingExpense 10-K Feb 11, 2021
FY2017 Dec 31, 2017 $330M -9.8% $21.3B 1.6% AdvertisingExpense 10-K Feb 11, 2020
FY2016 Dec 31, 2016 $366M +18.1% $20.7B 1.8% AdvertisingExpense 10-K Feb 12, 2019
FY2015 Dec 31, 2015 $310M +15.2% $20.9B 1.5% AdvertisingExpense 10-K Feb 13, 2018
FY2014 Dec 31, 2014 $269M -11.5% $19.9B 1.4% AdvertisingExpense 10-K Feb 13, 2017
FY2013 Dec 31, 2013 $304M +11.4% $18.8B 1.6% AdvertisingExpense 10-K Feb 16, 2016
FY2012 Dec 31, 2012 $273M -0.7% $18.1B 1.5% AdvertisingExpense 10-K Feb 26, 2015
FY2011 Dec 31, 2011 $275M +17.0% $18.7B 1.5% AdvertisingExpense 10-K Feb 18, 2014
FY2010 Dec 31, 2010 $235M +11.4% $18.4B 1.3% AdvertisingExpense 10-K Feb 19, 2013
FY2009 Dec 31, 2009 $211M -37.2% $17.1B 1.2% AdvertisingExpense 10-K Feb 22, 2012
FY2008 Dec 31, 2008 $336M n/a $18.9B 1.8% AdvertisingExpense 10-K Feb 14, 2011

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
177 CarMax $284M 1.1% +8.6% FY2026
178 Conagra Brands $279M 2.5% +6.2% FY2026
179 H&R Block $278M 7.0% -2.8% FY2026
180 Whirlpool $276M 1.8% +4.5% FY2025
181 Robinhood Markets $274M 6.1% +53.1% FY2025
182 GoDaddy $274M 5.5% +8.7% FY2025
183 AutoNation $268M 1.0% +4.9% FY2025

Full ranking of 336 companies · Biggest increases #185

Questions

How much does Whirlpool spend on advertising?

Whirlpool spent $276M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 11, 2026.

What percentage of revenue does Whirlpool spend on advertising?

1.8% of revenue in fiscal 2025 ($276M of $15.5B). The median across the 336 companies tracked is 5.2%.

Is Whirlpool spending more on advertising?

Yes. Ad spend rose 4.5% in fiscal 2025 from fiscal 2024.

How does Whirlpool rank by advertising spend?

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

What does Whirlpool's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 11, 2026
Accession number
0000106640-26-000009
Company
WHIRLPOOL CORP /DE/, CIK 106640, SIC 3630 (Household Appliances)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Whirlpool advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/whirlpool/advertising-spend/
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CSV, all years · CSV, all 336 companies