Zillow Group advertising spend, FY2025
Zillow Group (ZG) reported $165M of advertising expense for the fiscal year ended Dec 31, 2025. That is 6.4% of revenue of $2.6B. Down 5.7% from FY2024.
Key facts
- Ad spend is 1.6x its FY2015 level ($103M), slower than revenue (4.0x).
- The highest year on file is FY2021 at $206M; FY2025 is 20% below it.
- Largest increase +88.9% in FY2014; largest cut -39.5% in FY2020.
- Ad spend is 6.4% of revenue, down from 6.9% in FY2020.
- Zillow Group spends more on advertising than 27% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.2x 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 | $165M | -5.7% | $2.6B | 6.4% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2024 | Dec 31, 2024 | $175M | +27.7% | $2.2B | 7.8% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2023 | Dec 31, 2023 | $137M | -4.9% | $1.9B | 7.0% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2022 | Dec 31, 2022 | $144M | -30.1% | $2B | 7.4% | AdvertisingExpense | 10-K Feb 11, 2025 |
| FY2021 | Dec 31, 2021 | $206M | +83.9% | $2.1B | 9.7% | AdvertisingExpense | 10-K Feb 15, 2024 |
| FY2020 | Dec 31, 2020 | $112M | -39.5% | $1.6B | 6.9% | AdvertisingExpense | 10-K Feb 15, 2023 |
| FY2019 | Dec 31, 2019 | $185M | -4.3% | $2.7B | 6.8% | AdvertisingExpense | 10-K Feb 10, 2022 |
| FY2018 | Dec 31, 2018 | $194M | +16.2% | $1.3B | 14.5% | AdvertisingExpense | 10-K Feb 12, 2021 |
| FY2017 | Dec 31, 2017 | $167M | +38.5% | $1.1B | 15.5% | AdvertisingExpense | 10-K Feb 19, 2020 |
| FY2016 | Dec 31, 2016 | $120M | +16.2% | $847M | 14.2% | AdvertisingExpense | 10-K Feb 21, 2019 |
| FY2015 | Dec 31, 2015 | $103M | +41.5% | $645M | 16.0% | AdvertisingExpense | 10-K Feb 15, 2018 |
| FY2014 | Dec 31, 2014 | $73.1M | +88.9% | $326M | 22.4% | AdvertisingExpense | 10-K Feb 7, 2017 |
| FY2013 | Dec 31, 2013 | $38.7M | n/a | $198M | 19.6% | AdvertisingExpense | 10-K Feb 12, 2016 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Zillow Group in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 245 | Groupon | $166M | 33.3% | +15.0% | FY2025 |
| 246 | Zillow Group | $165M | 6.4% | -5.7% | FY2025 |
| 247 | Rush Street Interactive | $165M | 14.5% | +3.8% | FY2025 |
| 248 | Caleres | $165M | 6.0% | +10.0% | FY2026 |
| 249 | New York Times | $165M | 5.8% | +7.9% | FY2025 |
| 250 | Designer Brands | $164M | 5.7% | -5.4% | FY2026 |
| 251 | Brinker International | $164M | 2.8% | +11.6% | FY2026 |
Questions
How much does Zillow Group spend on advertising?
Zillow Group spent $165M 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 Zillow Group spend on advertising?
6.4% of revenue in fiscal 2025 ($165M of $2.6B). The median across the 336 companies tracked is 5.2%.
Is Zillow Group spending more on advertising?
No. Ad spend fell 5.7% in fiscal 2025 from fiscal 2024.
How does Zillow Group rank by advertising spend?
#246 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Zillow Group'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
0001617640-26-000015- Company
- ZILLOW GROUP, INC., CIK 1617640, SIC 7389 (Services-Business Services, NEC)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Zillow Group advertising spend, FY2013-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/zillow-group/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies