Ziff Davis advertising spend, FY2025

Ziff Davis (ZD) reported $119M of advertising expense for the fiscal year ended Dec 31, 2025. That is 8.2% of revenue of $1.5B. Up 4.0% from FY2024.

Ad spend, FY2025
$119M
year ended Dec 31, 2025
Change vs prior year
+4.0%
vs FY2024
Share of revenue
8.2%
of $1.5B revenue
Rank by ad spend
#304
of 336 companies

Key facts

  • Ad spend is 1.9x its FY2015 level ($63.5M), slower than revenue (2.0x).
  • The highest year on file is FY2018 at $150M; FY2025 is 20% below it.
  • Largest increase +52.4% in FY2016; largest cut -22.7% in FY2019.
  • Ad spend is 8.2% of revenue, about the same as 8.3% in FY2020.
  • Ziff Davis spends more on advertising than 10% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.6x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2009 (ended 2009-12-31): $28.3M FY2010 (ended 2010-12-31): $36.3M 2010 FY2011 (ended 2011-12-31): $45.4M FY2012 (ended 2012-12-31): $48.1M FY2013 (ended 2013-12-31): $55.4M 2013 FY2014 (ended 2014-12-31): $60.5M FY2015 (ended 2015-12-31): $63.5M FY2016 (ended 2016-12-31): $96.8M 2016 FY2017 (ended 2017-12-31): $143M FY2018 (ended 2018-12-31): $150M FY2019 (ended 2019-12-31): $116M 2019 FY2020 (ended 2020-12-31): $96M FY2021 (ended 2021-12-31): $144M FY2022 (ended 2022-12-31): $129M 2022 FY2023 (ended 2023-12-31): $121M FY2024 (ended 2024-12-31): $115M FY2025 (ended 2025-12-31): $119M 2025 $119M

Ad spend as % of revenue

0% 5% 10% 15% FY2009 (ended 2009-12-31): 11.5% FY2010 (ended 2010-12-31): 14.2% 2010 FY2011 (ended 2011-12-31): 13.8% FY2012 (ended 2012-12-31): 13.0% FY2013 (ended 2013-12-31): 10.6% 2013 FY2014 (ended 2014-12-31): 10.1% FY2015 (ended 2015-12-31): 8.8% FY2016 (ended 2016-12-31): 11.1% 2016 FY2017 (ended 2017-12-31): 12.8% FY2018 (ended 2018-12-31): 12.4% FY2019 (ended 2019-12-31): 11.0% 2019 FY2020 (ended 2020-12-31): 8.3% FY2021 (ended 2021-12-31): 10.1% FY2022 (ended 2022-12-31): 9.3% 2022 FY2023 (ended 2023-12-31): 8.9% FY2024 (ended 2024-12-31): 8.2% FY2025 (ended 2025-12-31): 8.2% 2025 8.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $119M +4.0% $1.5B 8.2% AdvertisingExpense 10-K Feb 24, 2026
FY2024 Dec 31, 2024 $115M -5.0% $1.4B 8.2% AdvertisingExpense 10-K Feb 24, 2026
FY2023 Dec 31, 2023 $121M -6.2% $1.4B 8.9% AdvertisingExpense 10-K Feb 24, 2026
FY2022 Dec 31, 2022 $129M -10.2% $1.4B 9.3% AdvertisingExpense 10-K Feb 25, 2025
FY2021 Dec 31, 2021 $144M +49.5% $1.4B 10.1% AdvertisingExpense 10-K Feb 26, 2024
FY2020 Dec 31, 2020 $96M -17.0% $1.2B 8.3% AdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 31, 2019 $116M -22.7% $1.1B 11.0% AdvertisingExpense 10-K Mar 15, 2022
FY2018 Dec 31, 2018 $150M +4.5% $1.2B 12.4% AdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $143M +48.0% $1.1B 12.8% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $96.8M +52.4% $874M 11.1% AdvertisingExpense 10-K Mar 1, 2019
FY2015 Dec 31, 2015 $63.5M +5.0% $721M 8.8% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $60.5M +9.2% $599M 10.1% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $55.4M +15.2% $521M 10.6% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $48.1M +5.9% $371M 13.0% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $45.4M +25.1% $330M 13.8% AdvertisingExpense 10-K Mar 3, 2014
FY2010 Dec 31, 2010 $36.3M +28.3% $255M 14.2% AdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $28.3M n/a $246M 11.5% AdvertisingExpense 10-K Feb 28, 2012

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
300 Lyft $123M 1.9% -10.2% FY2025
301 Snowflake $122M 2.6% +16.3% FY2026
302 Insulet $121M 4.5% +43.9% FY2025
303 Tarsus Pharmaceuticals $121M 26.9% +306.7% FY2025
304 Ziff Davis $119M 8.2% +4.0% FY2025
305 Cisco Systems $119M 0.2% -36.0% FY2026
306 Lazard $118M 3.7% +19.1% FY2025

Full ranking of 336 companies · Biggest increases #194

Questions

How much does Ziff Davis spend on advertising?

Ziff Davis spent $119M 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 Ziff Davis spend on advertising?

8.2% of revenue in fiscal 2025 ($119M of $1.5B). The median across the 336 companies tracked is 5.2%.

Is Ziff Davis spending more on advertising?

Yes. Ad spend rose 4.0% in fiscal 2025 from fiscal 2024.

How does Ziff Davis rank by advertising spend?

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

What does Ziff Davis's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 24, 2026
Accession number
0001084048-26-000005
Company
ZIFF DAVIS, INC., CIK 1084048, SIC 4822 (Telegraph & Other Message Communications)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Ziff Davis advertising spend, FY2009-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/ziff-davis/advertising-spend/
Download
CSV, all years · CSV, all 336 companies