Zoetis advertising spend, FY2025

Zoetis (ZTS) reported $308M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.3% of revenue of $9.5B. Up 2.0% from FY2024.

Ad spend, FY2025
$308M
year ended Dec 31, 2025
Change vs prior year
+2.0%
vs FY2024
Share of revenue
3.3%
of $9.5B revenue
Rank by ad spend
#169
of 336 companies

Key facts

  • Ad spend is 2.9x its FY2015 level ($106M), faster than revenue (2.0x).
  • FY2025 is the highest year on file, going back to FY2011.
  • Largest increase +39.5% in FY2020; largest cut -19.7% in FY2015.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 3.3% of revenue, down from 3.5% in FY2020.
  • Zoetis spends more on advertising than 50% 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 FY2011 (ended 2011-12-31): $134M 2011 FY2012 (ended 2012-12-31): $141M FY2013 (ended 2013-12-31): $143M 2013 FY2014 (ended 2014-12-31): $132M FY2015 (ended 2015-12-31): $106M 2015 FY2016 (ended 2016-12-31): $119M FY2017 (ended 2017-12-31): $154M 2017 FY2018 (ended 2018-12-31): $158M FY2019 (ended 2019-12-31): $167M 2019 FY2020 (ended 2020-12-31): $233M FY2021 (ended 2021-12-31): $292M 2021 FY2022 (ended 2022-12-31): $287M FY2023 (ended 2023-12-31): $281M 2023 FY2024 (ended 2024-12-31): $302M FY2025 (ended 2025-12-31): $308M 2025 $308M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2011 (ended 2011-12-31): 3.2% 2011 FY2012 (ended 2012-12-31): 3.3% FY2013 (ended 2013-12-31): 3.1% 2013 FY2014 (ended 2014-12-31): 2.8% FY2015 (ended 2015-12-31): 2.2% 2015 FY2016 (ended 2016-12-31): 2.4% FY2017 (ended 2017-12-31): 2.9% 2017 FY2018 (ended 2018-12-31): 2.7% FY2019 (ended 2019-12-31): 2.7% 2019 FY2020 (ended 2020-12-31): 3.5% FY2021 (ended 2021-12-31): 3.8% 2021 FY2022 (ended 2022-12-31): 3.6% FY2023 (ended 2023-12-31): 3.3% 2023 FY2024 (ended 2024-12-31): 3.3% FY2025 (ended 2025-12-31): 3.3% 2025 3.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $308M +2.0% $9.5B 3.3% AdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $302M +7.5% $9.3B 3.3% AdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $281M -2.1% $8.5B 3.3% AdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $287M -1.7% $8.1B 3.6% AdvertisingExpense 10-K Feb 13, 2025
FY2021 Dec 31, 2021 $292M +25.3% $7.8B 3.8% AdvertisingExpense 10-K Feb 13, 2024
FY2020 Dec 31, 2020 $233M +39.5% $6.7B 3.5% AdvertisingExpense 10-K Feb 14, 2023
FY2019 Dec 31, 2019 $167M +5.7% $6.3B 2.7% AdvertisingExpense 10-K Feb 15, 2022
FY2018 Dec 31, 2018 $158M +2.6% $5.8B 2.7% AdvertisingExpense 10-K Feb 16, 2021
FY2017 Dec 31, 2017 $154M +29.4% $5.3B 2.9% AdvertisingExpense 10-K Feb 13, 2020
FY2016 Dec 31, 2016 $119M +12.3% $4.9B 2.4% AdvertisingExpense 10-K Feb 14, 2019
FY2015 Dec 31, 2015 $106M -19.7% $4.8B 2.2% AdvertisingExpense 10-K Feb 15, 2018
FY2014 Dec 31, 2014 $132M -7.7% $4.8B 2.8% AdvertisingExpense 10-K Feb 16, 2017
FY2013 Dec 31, 2013 $143M +1.4% $4.6B 3.1% AdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 31, 2012 $141M +5.2% $4.3B 3.3% AdvertisingExpense 10-K Mar 26, 2014
FY2011 Dec 31, 2011 $134M n/a $4.2B 3.2% AdvertisingExpense 10-K Mar 26, 2014

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
164 Celsius $319M 12.7% +43.9% FY2025
165 Hasbro $317M 5.9% -0.8% FY2025
166 Elanco Animal Health $314M 6.7% +33.1% FY2025
167 Teva Pharmaceutical $309M 1.8% +19.3% FY2025
168 Abercrombie & Fitch $308M 5.9% +13.9% FY2026
169 Zoetis $308M 3.3% +2.0% FY2025
170 Truist Financial $299M 1.5% +11.6% FY2025

Full ranking of 336 companies · Biggest increases #222

Questions

How much does Zoetis spend on advertising?

Zoetis spent $308M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Zoetis spend on advertising?

3.3% of revenue in fiscal 2025 ($308M of $9.5B). The median across the 336 companies tracked is 5.2%.

Is Zoetis spending more on advertising?

Yes. Ad spend rose 2.0% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Zoetis rank by advertising spend?

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

What does Zoetis's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 12, 2026
Accession number
0001555280-26-000011
Company
Zoetis Inc., CIK 1555280, SIC 2834 (Pharmaceutical Preparations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Zoetis advertising spend, FY2011-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/zoetis/advertising-spend/
Download
CSV, all years · CSV, all 336 companies