Spendscape
Companies · Tech

Meta

Advertiser Ad platformMETA

Meta spent $2.09B on advertising and marketing in fiscal 2025, up 1.5% on the year before and +33% since 2019. That's 1.0% of revenue, less than in 2019: the business outgrew its marketing.

$2.09Bmarketing spend, FY2025
+1.5%vs the year before
1.0%of revenue (-1.2 pts vs 2019)
Mixed/downsay vs do

Marketing spend by year

2012: $67M2013: $117M132014: $135M2015: $281M152016: $310M2017: $324M172018: $1.10B2019: $1.57B192020: $2.26B2021: $2.99B212022: $2.65B2023: $2.02B232024: $2.06B2025: $2.09B251.0%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

Advertising, by quarter

2023Q3: $33.6B2023Q4: $38.7B2024Q1: $35.6B2024 Q12024Q2: $38.3B2024Q3: $39.9B2024Q4: $46.8B2025Q1: $41.4B2025 Q12025Q2: $46.6B2025Q3: $50.1B2025Q4: $58.1B2026Q1: $55.0B2026 Q12026Q2: $59.4B2026 Q2

From each 10-Q and 10-K; fourth quarters are the full year minus nine months.

Revenue and margin

2014: $12.5B2015: $17.9B152016: $27.6B2017: $40.7B172018: $55.8B2019: $70.7B192020: $86.0B2021: $118B212022: $117B2023: $135B232024: $165B2025: $201B2541.4%

Bars: revenue, $B (10-K). Line: operating margin.

What they told investors

“We're also leveraging AI to empower businesses to more easily manage their campaigns, develop ad creative and engage with their customers.”Susan Li · 2026 Q2 · transcript

Say vs do

Mixed/down. In 107 statements from its leaders in interviews, 1 argued for investing in brand and 0 for cutting; the filed spend went down.

In the news

Peers

AppleMicrosoftAlphabet