Business Segments · Advertising expense
Business Segments — Advertising expense
T-Mobile US Business Segments — Advertising expense decreased by 17.0% to $901.00M in Q1 2026 compared to the prior quarter. Year-over-year, this metric grew by 11.0%, from $812.00M to $901.00M. Over 3 years (FY 2022 to FY 2025), Business Segments — Advertising expense shows an upward trend with a 16.7% CAGR.
Analysis
StatementSegment
CategoryGrowth
SignalContext dependent
VolatilityModerate
First reportedQ1 2022
Last reportedQ1 2026
How to read this metric
Higher spending may indicate an aggressive push for market share, while lower spending might signal a focus on profitability over growth.
Detailed definition
Captures the marketing and promotional expenditures dedicated to acquiring and retaining wireless customers. This includ...
Peer comparison
Standard marketing expense line item across all consumer-facing service industries.
Metric ID:
tmusz_segment_wireless_advertising_expenseHistorical Data
17 periods
| Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $576.50M | $576.50M | $576.50M | $576.50M | $628.75M | $628.75M | $628.75M | $628.75M | $648.00M | $741.00M | $754.00M | $924.00M | $812.00M | $864.00M | $906.00M | $1.09B | $901.00M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +9.1% | +0.0% | +0.0% | +0.0% | +3.1% | +14.4% | +1.8% | +22.5% | -12.1% | +6.4% | +4.9% | +19.9% | -17.0% |
| YoY Change | — | — | — | — | +9.1% | +9.1% | +9.1% | +9.1% | +3.1% | +17.9% | +19.9% | +47.0% | +25.3% | +16.6% | +20.2% | +17.5% | +11.0% |
Range$576.50M – $1.09B
CAGR+11.8%
Avg YoY Growth+16.5%
Median YoY Growth+16.6%
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Frequently Asked Questions
- What is T-Mobile US's business segments — advertising expense?
- T-Mobile US (TMUS) reported business segments — advertising expense of $901.00M in Q1 2026.
- How has T-Mobile US's business segments — advertising expense changed year-over-year?
- T-Mobile US's business segments — advertising expense increased by 11.0% year-over-year, from $812.00M to $901.00M.
- What is the long-term trend for T-Mobile US's business segments — advertising expense?
- Over 3 years (2022 to 2025), T-Mobile US's business segments — advertising expense has grown at a 16.7% compound annual growth rate (CAGR), from $2.31B to $3.67B.
- What does business segments — advertising expense mean?
- The total amount spent on marketing and advertising to attract and keep wireless customers.