Earned & PaidBank of America
Bank of America spent $2.20B on advertising and marketing in fiscal 2025, up 12.7% on the year before and +14% since 2019. That's 1.9% of revenue, less than in 2019: the business outgrew its marketing.
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
Say vs do
We found no statement about the size of Bank of America's marketing budget on its earnings calls or in its 10-Ks, so here is its record against its peers.
What they said
No statement about the size of its marketing budget.
What they did
| Year | Marketing spend | Change | Share of revenue |
|---|---|---|---|
| FY2025 | $2.20B | +12.7% | 1.9% |
| FY2024 | $1.96B | +1.5% | 1.9% |
| FY2023 | $1.93B | +5.6% | 1.9% |
| FY2022 | $1.82B | -5.9% | 1.9% |
| FY2021 | $1.94B | +14.0% | 2.2% |
| FY2020 | $1.70B | -12.0% | 2.0% |
Against its peers. Compared with the 3 other Finance advertisers we track (JPMorgan Chase, Capital One, American Express): since 2019 its marketing spend went +14% (peer median +112%); its share of revenue moved -0.2 pts (median +0.1); last year +12.7% (median +11.2%).
In interviews, its leaders made 54 statements about marketing: 2 argued for investing in brand and 0 for cutting.
How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.
In the news
- Atmos™ Rewards expands with customized ways to earn, more benefits, new partners, broader access to premium experiences and a new debit card offering Yahoo Finance · Sep 29, 2026 · campaign
- Bank of America Highlights Employee Stories in New Campaign Adland · Sep 29, 2026 · campaign
- How BofA’s Rewards Bet Is Changing the Loyalty Equation The Financial Brand · Sep 28, 2026 · brand strategy