Earned & PaidT-Mobile
T-Mobile spent $3.70B on advertising and marketing in fiscal 2025, up 19.4% on the year before and +131% since 2019. That's 4.2% of revenue, more than in 2019: leaning in.
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 T-Mobile'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 | $3.70B | +19.4% | 4.2% |
| FY2024 | $3.10B | +24.0% | 3.8% |
| FY2023 | $2.50B | +8.7% | 3.2% |
| FY2022 | $2.30B | +4.5% | 2.9% |
| FY2021 | $2.20B | +22.2% | 2.8% |
| FY2020 | $1.80B | +12.5% | 2.6% |
Against its peers. Compared with the 2 other Telecom advertisers we track (AT&T, Verizon): since 2019 its marketing spend went +131% (peer median -12%); its share of revenue moved +0.6 pts (median -0.2); last year +19.4% (median +10.2%).
In interviews, its leaders made 130 statements about marketing: 3 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.
What they say about media
The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.
- Creative campaigns “You saw a lot of our advertising—it was about savings you make every day rather than savings you simply make at the point you get a phone.” Srinivasan Gopalan on the earnings call · Apr 28, 2026 · source
- Sponsorships & athletes “Advertising certainly will be a part of it, and you saw after our announcement last month, we did kick off a pretty significant campaign that was, you know, kinda multifaceted with both TV advertising and you see it across our events, like at the All-Star weekend at Major League…” Mike Katz on the earnings call · Jul 24, 2025 · source
What they see in the market
What its leaders and filings say about the ad market: its own ad business, or the channels advertisers use, since 2019; counts are statements, not spending.
- Out-of-home · Measurement “And we think we can take this technology platform that Vistar has built, combined with the customer intelligence that T-Mobile has and bring new features into outdoor advertising that can transform the industry and bring things like measurability and impact to an advertising…” Michael Katz on the earnings call · Apr 14, 2026 · source
In the news
- T-Mobile introduces AI-powered intelligence and takes Dynamic CX nationwide Telecompetitor · Sep 28, 2026 · AI in marketing