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ADT ADT Reportable Segment — Advertising costs
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Where this comes from
Reported directly by ADT in its filing.
Tagged under the XBRL concept us-gaap:AdvertisingExpense.
The source filing: ADT’s 10-Q, filed April 30, 2026.
- Filed
- Apr 30, 2026, 4:03 PM EDT
- Fiscal quarter
- Q1 FY2026
- Calendar quarter
- Q1 2026
- Accession
- 0001703056-26-000059
| (in thousands) | Three Months Ended March 31, 2026 | 2025 |
|---|---|---|
| Security installation, product, and other costs | 87,165 | 82,272 |
| Selling costs, including commissions(2) | 44,898 | 46,124 |
| Amortization of deferred subscriber acquisition costs(2) | 67,445 | 60,358 |
| Advertising costs(2) | 21,735 | 18,514 |
| Provision for credit losses(2) | 68,985 | 50,479 |
| Other general and administrative costs(2) | 140,544 | 167,539 |
| Share-based compensation(2) | 13,626 | 20,521 |
| Depreciation and intangible asset amortization | 345,486 | 339,517 |
ITEM 1. FINANCIAL STATEMENTS.
FAQ
- 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.
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