The Marketing Spend Surge
Across 1 sector, 15 filers are signaling rising strategic moves. Accelerated into 2025Q2, since cooling. Consensus hardened: 2025Q2 was 78% rising; 2026Q2 now 100%. Reached 5 sectors at its 2025Q2 peak, now concentrated in 1 sector. Primarily a cost story (74%), with a strategic overlay (22%). One disclosure notes "Demand creation expense increased 26%, primarily due to higher brand marketing expense."
Coca-Cola, Disney, and Abbott are all increasing their advertising and sales/marketing expenditures to drive revenue growth and offset operational pressures.
DISTINCT NEW FILERS PER QUARTER
✦ WHAT THE DIFF CAUGHT
Language shifts from forward-looking strategic intent (ABT: "to drive growth") to backward-looking acknowledgment of cost impact (KO, DIS: spending "increased," "offset by," "due to").
REPRESENTATIVE SIGNAL FROM FILINGS
“Demand creation expense increased 26%, primarily due to higher brand marketing expense”
Demand creation expense increased 26%, driven by higher brand marketing and sports marketing spending.
“increase in advertising and promotional activities of $550 million”
Advertising and promotional activities increased by $550 million year-over-year.
DRIVERS