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ADT ADT Reportable Segment — Advertising costs

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Other financials

Income statement

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Revenue$1.3B+0.9%
Operating income$325.4M+1.9%
Net income$168.4M+20.1%
EPS (diluted)$0.19+26.7%

Balance sheet

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Cash & equivalents$151.8M+66.5%
Total debt$8.1B-0.8%
Total equity$3.8B+5.0%
Total assets$15.9B+0.5%

Cash flow

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Operating cash flow$638.1M+36.7%
CapEx$48.9M+7.7%
Free cash flow$589.2M+39.9%

Valuation

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Market cap$5B-22.7%

Profitability

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Operating margin25.6%+0.8pp
Net margin12.1%+1.1pp
FCF margin36.5%0.0pp

Returns & leverage

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Return on equity16.8%+1.9pp
Debt / equity2.1×-0.1×
Current ratio0.8×+0.1×

Where this comes from

Reported directly by ADT in its filing.

Tagged under the XBRL concept us-gaap:AdvertisingExpense.

The official record: ADT’s 10-Q, filed April 30, 2026, on SEC EDGAR. View the filing →

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Questions, answered.

What is ADT's reportable segment — advertising costs?
ADT (ADT) reported reportable segment — advertising costs of $21.74M in Q1 2026.
How has ADT's reportable segment — advertising costs changed year-over-year?
ADT's reportable segment — advertising costs increased by 17.4% year-over-year, from $18.51M to $21.74M.
What is the long-term trend for ADT's reportable segment — advertising costs?
Over 3 years (2022 to 2025), ADT's reportable segment — advertising costs has grown at a -12.5% compound annual growth rate (CAGR), from $145.9M to $97.82M.
What does reportable segment — advertising costs mean?
This metric tracks the expenditures dedicated to marketing campaigns, brand awareness, and lead generation efforts specifically for the reportable segment. It is a discretionary investment aimed at driving new customer acquisition and market share expansion. Evaluating this helps determine the segment's marketing effectiveness and its commitment to growth.