SpendscapeCompanies · Telecom
Verizon
AdvertiserVZ
Verizon spent $3.83B on advertising and marketing in fiscal 2025, down 3.6% on the year before and +25% since 2019. That's 2.8% of revenue, more than in 2019: leaning in.
$3.83Bmarketing spend, FY2025
-3.6%vs the year before
2.8%of revenue (+0.4 pts vs 2019)
Say brand/flatsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“Lower churn also makes our marketing dollars work harder because we are not simply replacing customers who leave, we are adding to a more stable base.”Daniel Schulman · 2026 Q1 · transcript
“I think like pricing is the last refuge of the marketing desperate.”Daniel Schulman · 2025 Q3 · transcript
“This is not going to be about promotional activities that can be quickly imitated. It is about true innovation, not easily replicated by our competitors.”Daniel Schulman · 2025 Q3 · transcript
“We will invest significantly across all elements of our marketing mix and customer experience to drive mobility and broadband growth, and we will fund these investments by aggressively reducing our entire cost base.”Daniel Schulman · 2025 Q3 · transcript
Say vs do
Say brand/flat. In 150 statements from its leaders in interviews, 6 argued for investing in brand and 0 for cutting; the filed spend went flat.