Amazon spends the most on advertising of any company that discloses it in US filings: $23.5 billion in 2025, more than the next two spenders combined. Behind it are Temu’s parent PDD Holdings at $10.7 billion and Procter & Gamble at $9.2 billion.
The old version of this list was built on a trade ranking of US media spend. We rebuilt it from what companies report themselves: the advertising expense line in annual filings with the US Securities and Exchange Commission. Companies that do not report that line, such as Alphabet and Comcast, are not on the list, and foreign groups such as L’Oréal and Unilever file in other formats.
| Rank | Company | Advertising expense | Fiscal year ending |
|---|---|---|---|
| 1 | Amazon | $23.5 billion | Dec 2025 |
| 2 | PDD Holdings (Temu) | $10.7 billion | Dec 2025 |
| 3 | Procter & Gamble | $9.2 billion | Jun 2025 |
| 4 | Walt Disney Company | $6.5 billion | Sep 2025 |
| 5 | Coca-Cola | $5.4 billion | Dec 2025 |
| 6 | Walmart | $5.4 billion | Jan 2026 |
| 7 | Progressive | $5.1 billion | Dec 2025 |
| 8 | Expedia Group | $3.9 billion | Dec 2025 |
| 9 | Verizon | $3.8 billion | Dec 2025 |
| 10 | T-Mobile US | $3.7 billion | Dec 2025 |
The 10 biggest advertising spenders
1. Amazon: $23.5 billion
Amazon’s advertising expense was $21.4 billion in 2024 and $23.5 billion in 2025, a rise of about 10%. It is the only company here that also sells advertising at huge scale, so it is both a buyer and a seller.
The spend promotes Prime, Prime Video and its marketplace, and counts everything from search ads to sponsorships.
2. PDD Holdings (Temu): $10.7 billion
The owner of Temu and Pinduoduo spent $9.4 billion in 2024 and $10.7 billion in 2025. It is the new name near the top of the table.
3. Procter & Gamble: $9.2 billion
For years P&G was the world’s biggest advertiser, and its US spend alone was $4.4 billion in our original list. Its fiscal 2025 expense was $9.2 billion, down from $9.6 billion in 2024. It ranks third now, but remains the champion among consumer-goods brands.
P&G is the company behind Always, Tide, Pampers and Gillette.
4. Walt Disney Company: $6.5 billion
Disney’s advertising expense was $6.1 billion in fiscal 2024 and $6.5 billion in fiscal 2025. It was number 10 on our original list at $2.1 billion; the jump reflects how much bigger the company has become. The parks, films and streaming each need their own campaigns.
5. Coca-Cola: $5.4 billion
Coca-Cola’s advertising spend rose from $5.1 billion in 2024 to $5.4 billion in 2025. It is the only drink company in the top ten.
6. Walmart: $5.4 billion
Walmart’s advertising expense for the year ending January 2026 was $5.4 billion, up from $5.1 billion the year before. The retailer also now sells ads through its own media business.
7. Progressive: $5.1 billion
The insurer went from $4.0 billion to $5.1 billion, an increase of roughly 28%. Car insurance is a heavily advertised category, and Progressive is among the fastest growers in it.
8. Expedia Group: $3.9 billion
Travel booking is a customer-acquisition war. Expedia slipped slightly, from $4.0 billion in the prior year to $3.9 billion.
9. Verizon: $3.8 billion
Verizon was number 5 in our original list at $2.5 billion and is the one name that stayed in the top ten. Its advertising expense was $3.98 billion in 2024 and $3.83 billion in 2025.
10. T-Mobile US: $3.7 billion
T-Mobile moved up from $3.1 billion. Telecom remains one of the most ad-heavy industries, with AT&T just behind at $3.1 billion.
Who dropped off the old list
Several names from the original list are not on this one because they do not report an advertising line the same way, or because the leaders changed.
- Ford spent $2.7 billion in 2025 and now sits just outside the top ten; read about the brand’s rivals in 10 best General Motors models of all time.
- Fiat, now part of Stellantis, is covered in most Googled car brands.
- L’Oréal has its own beauty story in L’Oréal’s new makeup app.
- Disney’s voices are the subject of the highest-paid Disney voices.
- Aston Martin: the DB10 from Spectre.
How we put this list together
We ranked companies by the advertising expense they reported in annual filings for 2025. Fiscal years differ slightly by company, and figures are rounded. Companies that do not disclose the line are excluded.
FAQ
Which company spends the most on advertising?
Amazon, with $23.5 billion of advertising expense in 2025, according to its annual filing.
Is Procter & Gamble still the biggest advertiser?
No. Procter & Gamble reported $9.2 billion for fiscal 2025, third behind Amazon and PDD Holdings (Temu).
Why are Alphabet and Comcast not on the list?
They do not report an advertising expense line in the same way, so we cannot rank them on equal terms.
Who is the new entrant in the top ten?
PDD Holdings, owner of Temu, at $10.7 billion for 2025.
How much did Disney spend on advertising?
$6.5 billion in fiscal 2025, up from $6.1 billion in fiscal 2024.
How is the list calculated?
From the advertising expense reported in each company’s annual filing with the SEC for the latest fiscal year.
Last updated: October 2026.
