2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
ABRASIVE,ASBESTOS,MISC MINRL
ACCIDENT & HEALTH INSURANCE
ADVERTISING
ADVERTISING AGENCIES
AGRIC PROD-LVSTK,ANIMAL SPEC
AGRICULTURAL CHEMICALS
AGRICULTURE PRODUCTION-CROPS
AIR COURIER SERVICES
AIR TRANSPORT, NONSCHEDULED
AIR TRANSPORT, SCHEDULED
AIR-COND,HEATING,REFRIG EQ
AIRCRAFT
AIRCRAFT AND PARTS
AIRPORTS & TERMINAL SERVICES
AMUSEMENT & RECREATION SVCS
AMUSEMENT PARKS
APPAREL & OTHER FINISHED PDS
APPAREL AND ACCESSORY STORES
APPAREL,PIECE GDS,NOTNS-WHSL
ARRANGE TRANS-FREIGHT, CARGO
AUTO AND HOME SUPPLY STORES
AUTO DEALERS, GAS STATIONS
AUTO RENT & LEASE,NO DRIVERS
AUTO REPAIR,SERVICES,PARKING
AUTOMATIC REGULATNG CONTROLS
BAKERY PRODUCTS
BALL AND ROLLER BEARINGS
BEVERAGES
BIOLOGICAL PDS,EX DIAGNSTICS
BITUMINOUS COAL, LIGNITE MNG
BLANKBOOKS,BINDERS,BOOKBIND
BLDG MATL,HARDWR,GARDEN-RETL
BOOKS: PUBG, PUBG & PRINTING
BRDWOVEN FABRIC MILL, COTTON
BTLD & CAN SOFT DRINKS,WATER
BUSINESS SERVICES, NEC
CABLE AND OTHER PAY TV SVCS
CALCULATE,ACCT MACH,EX COMP
CAN FRUIT,VEG,PRESRV,JAM,JEL
CAN,FROZN,PRESRV FRUIT & VEG
CARPETS AND RUGS
CATALOG, MAIL-ORDER HOUSES
CHEMICALS & ALLIED PDS-WHSL
CHEMICALS & ALLIED PRODUCTS
CIGARETTES
CMP AND CMP SOFTWARE STORES
CMP INTEGRATED SYS DESIGN
CMP PROCESSING,DATA PREP SVC
CMP PROGRAMMING,DATA PROCESS
3290
6321
7310
7311
200
2870
100
4513
4522
4512
3585
3721
3720
4581
7900
7996
2300
5600
5130
4731
5531
5500
7510
7500
3822
2050
3562
2080
2836
1220
2780
5200
2731
2211
2086
7389
4841
3578
2033
2030
2273
5961
5160
2800
2111
5734
7373
7374
7370
2.967
543.386
130.524
0.126
3.702
2283.702
306.32
424.499
0.013
2070.794
161.135
1010.606
0.007
1.827
269.681
121.1
1665.695
430.855
22.944
3.225
286.016
566.233
314.718
84.66
3.503
4.508
58.267
4817
772.421
22.446
206.4
77.467
4341.213
0.2
1814.686
397.5
3259.658
44.516
177.15
787.484
38.553
2066.343
256.315
2329.556
1176.47
99.556
905.243
250.247
8617.528
2.325
573.102
144.303
0
4.128
1864.464
309.87
402.049
0
2098.334
153.769
1039.806
0.008
1.876
286.551
104.247
1767.005
446.875
23.849
3.312
303.826
521.179
271.424
82.855
4.159
2.922
56.836
5139.349
826.769
23.88
173.714
74.302
3903.797
0
1887.477
414.107
3407.516
43.263
203.744
809.705
32.358
2253.137
259.72
2341.73
1172.401
117.552
905.04
263.348
9041.33
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
-9
4.7
10.2
-100
10.9
-13.7
1.1
-5.4
-100
1.8
-4.5
6
9.3
2.7
6.4
-14.9
5.6
3.5
3.7
2.7
5.2
-7.1
-15.2
0.6
15.5
-19.2
-1.9
6.8
6.2
6.4
-16.4
-3.8
-8.8
-100
3.9
4.8
4.1
-2.4
14
2.8
-17.7
9.2
1.3
0.7
0
16.7
0
7.2
5.4
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
0.6
5.4
0.7
3.7
-1.9
-7.2
-3.2
-6.3
-1.9
1.7
-5.2
5.2
-4.2
-2.8
6.8
-2
5.7
4.9
6.9
0.4
8.3
-2.9
-7.5
4.3
16.4
3.7
-3.7
8.7
6.8
8.6
-5.6
4.3
5.2
-28.3
5.8
6.7
4.4
-1.1
14.5
2.9
-14.6
13.5
3.2
-1.2
6.7
3.4
-1.8
5.2
2.1
0.1
6.6
3.5
0
0.7
12.3
4.2
5
0
3.2
5.6
4.7
0.3
3.3
12.9
11.1
10.6
8.2
9.9
0.2
2.6
4.3
3.4
16
7.3
0.2
1.3
8.1
1.8
0.3
7.7
3.5
27.9
0
8.5
4.9
3.7
1.5
5.3
8.5
2.1
11.9
8.2
8.5
2.2
4.2
1.7
1.5
7.9
0
1.2
1.7
0
0.2
4.6
1.2
0.8
0
0.8
1.7
0.8
0
1.1
4
5.5
5.3
3.7
3.1
0.1
1.3
0.7
1.4
4.8
3
0.1
0.4
5.1
1.3
0.1
4.1
1.2
12.4
0
4
1.6
2
0.4
2.1
3.2
0.7
3.1
2.4
5
1.1
1.2
0.7
0.6
4.2
1
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
COGENERATN-SM POWER PRODUCER
COML PHYSICAL, BIOLOGCL RESH
COMMERCIAL BANKS
COMMERCIAL PRINTING
COMMUNICATIONS EQUIP, NEC
COMMUNICATIONS SERVICES, NEC
COMPUTER & OFFICE EQUIPMENT
COMPUTER COMMUNICATION EQUIP
COMPUTER PERIPHERAL EQ, NEC
COMPUTER PROGRAMMING SERVICE
COMPUTER STORAGE DEVICES
COMPUTERS & SOFTWARE-WHSL
CONCRETE PDS, EX BLOCK,BRICK
CONCRETE,GYPSUM,PLASTER PDS
CONGLOMERATE
CONSTR,MINING,MATL HANDLE EQ
CONSTRUCTION MACHINERY & EQ
CONSTRUCTION-SPECIAL TRADE
CONVENIENCE STORES
CONVRT PAPR,PAPRBRD,EX BOXES
COOKIES AND CRACKERS
CREDIT REPORTING AGENCIES
CRUDE PETROLEUM & NATURAL GS
CUTLERY, HANDTOOLS,GEN HRDWR
DAIRY PRODUCTS
DENTAL EQUIPMENT & SUPPLIES
DEPARTMENT STORES
DETECT,GUARD,ARMOR CAR SVCS
DISTILLED AND BLENDED LIQUOR
DIVERSIFIED MULTI-MEDIA
DOLLS AND STUFFED TOYS
DRAWNG,INSULATNG NONFER WIRE
DRUG & PROPRIETARY STORES
DRUGS AND PROPRIETARY-WHSL
DURABLE GOODS-WHOLESALE
EATING AND DRINKING PLACES
EATING PLACES
EDUCATIONAL SERVICES
ELEC APPARATUS & EQUIP-WHSL
ELEC MEAS & TEST INSTRUMENTS
ELECTR, OTH ELEC EQ, EX CMP
ELECTRIC HOUSEWARES AND FANS
ELECTRIC LIGHTING, WIRING EQ
ELECTRIC SERVICES
ELECTRICAL INDL APPARATUS
ELECTRICAL WORK
ELECTROMEDICAL APPARATUS
ELECTRONIC COMP, ACCESSORIES
ELECTRONIC COMPONENTS, NEC
242.957
259.325
4991
16.95
8731
18.041
0.007
6020
0.01
5.99
2750
6.155
29.699
3669
26.675
4899 2085.769
2250.3
3570 1171.232 1108.854
349.221
3576
355.072
3577 1776.396 1733.784
2.789
7371
2.881
109.315
3572
111.032
227.376
5045
225.902
0.373
3272
0.406
42.064
3270
29.897
548.504
9997
495.98
1.174
3530
0
116.96
3531
108.615
13.452
1700
16.044
0.077
5412
0.079
971.037 1003.814
2670
5
2052
5.629
105.24
7320
110.881
0.35
1311
0.418
388.773
3420
445.125
632.503
2020
639.804
103.449
3843
103.592
5311 3471.901
3399.87
0.083
7381
0.088
2085 2413.804 2251.234
4888 15699.157 15543.316
662.67
3942
638.888
20.224
3357
18.106
5912 2119.395 2113.116
250.394
5122
252.731
181.769
5000
175.157
8.135
5810
10.002
5812 2918.853 2924.659
8200 2294.957 2559.547
24.693
5063
21.702
62.978
3825
61.969
3600 6757.277
6718.63
54.44
3634
59.541
92.196
3640
84.612
320
4911
334.089
151.369
3620
165.311
1.264
1731
1.336
421.839
3845
440.864
0.09
3670
0.075
183.324
3679
194.53
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
6.7
5.6
39.9
2.6
-6.3
8
-5.5
1.7
-1.1
4.6
3.6
-0.4
8.1
-25.8
-9.5
-100
-6.5
19.3
2.9
3.7
10.3
5.1
18.5
15.4
1.1
0.2
-2.1
6.2
-7
-0.6
-3.3
-9.9
-0.6
6.3
-3.4
20.8
1.5
10.8
-11.9
-0.1
-0.6
9
-8.8
3.3
9.1
5.6
4.6
-18.2
6.8
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
-6.8
2.1
3.2
9.4
1
8.3
4
2.4
2.5
10.2
5.6
0
2.7
-6.4
-1.1
-15.1
-6.5
-18.1
2.6
3.3
6.4
2
-2.1
11
1.8
1.4
0.2
-0.2
-4.9
-7.9
-2
-7.5
6.2
3.4
-17.9
-4.2
1.1
15.8
-9.3
7.9
2.5
13.6
-11.6
4.1
-6.2
-10.4
5
-0.4
11.1
1.8
0.6
0.5
0.1
3.3
12
1.5
1
4.5
0.1
0.4
3.6
3.8
0.4
1.9
0
0.5
3.8
0.8
4.3
1.2
2.8
0.9
7.2
8.2
4.8
10.8
0.3
23.4
41.3
18.5
1.9
3.6
1.7
1.8
15.2
8
16.3
0.7
0.8
9.2
8.9
1.9
2.7
2.7
2.1
1.3
0.4
1.3
0.7
0.2
0.4
0
1.3
4.8
0.4
0.7
2.2
0
0.2
0.3
1.2
0.1
0.4
0
0.2
0.3
0.3
1.6
0.5
1.7
0.6
3
2.1
2.9
4.4
0
14
13.3
9.9
0.5
0.7
0.1
0.5
10.1
2.2
9.8
0.2
0.4
2.9
4.2
0.7
0.5
0.8
0.3
0.9
0.2
0.4
2
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
ELECTRONIC COMPUTERS
ELECTRONIC CONNECTORS
ELECTRONIC PARTS,EQ-WHSL,NEC
EMPLOYMENT AGENCIES
ENGINEERING SERVICES
ENGINES AND TURBINES
ENGR,ACC,RESH,MGMT,REL SVCS
EQUIP RENTAL & LEASING, NEC
FABRICATED PLATE WORK
FABRICATED RUBBER PDS, NEC
FAMILY CLOTHING STORES
FARM MACHINERY AND EQUIPMENT
FARM-PRODUCT RAW MATL-WHSL
FATS AND OILS
FINANCE LESSORS
FIRE, MARINE, CASUALTY INS
FOOD AND KINDRED PRODUCTS
FOOD STORES
FOOTWEAR, EXCEPT RUBBER
FUNCTIONS REL TO DEP BKG,NEC
FURNITURE STORES
GAMES,TOYS,CHLD VEH,EX DOLLS
GEN MED & SURGICAL HOSPITALS
GENERAL INDL MACH & EQ, NEC
GENERAL INDUSTRIAL MACH & EQ
GLASS PD,MADE OF PURCH GLASS
GRAIN MILL PRODUCTS
GREETING CARDS
GROCERIES & RELATED PDS-WHSL
GROCERIES, GENERAL LINE-WHSL
GROCERY STORES
HARDWR, PLUMB, HEAT EQ-WHSL
HAZARDOUS WASTE MANAGEMENT
HEALTH SERVICES
HEAVY CONSTR-NOT BLDG CONSTR
HELP SUPPLY SERVICES
HOBBY, TOY, AND GAME SHOPS
HOME FURNITURE & EQUIP STORE
HOME HEALTH CARE SERVICES
HOSPITAL & MEDICAL SVC PLANS
HOSPITALS
HOTELS AND MOTELS
HOTELS, OTHER LODGING PLACES
HOUSEHOLD APPLIANCES
HOUSEHOLD AUDIO & VIDEO EQ
HOUSEHOLD FURNITURE
ICE CREAM & FROZEN DESSERTS
IN VITRO,IN VIVO DIAGNOSTICS
INDL COML FANS,BLOWRS,OTH EQ
3571 1376.022 1423.465
38.891
3678
36.775
137.509
5065
140.232
129.225
7361
191.124
84.851
8711
92.405
324.346
3510
313.904
38.756
8700
30.604
356.57
7359
391.086
76.929
3443
57.378
0.924
3060
0.92
5651 1318.557
1325.44
471.086
3523
447
4.1
5150
3.978
121.511
2070
136.225
19.547
6172
0
306.249
6331
206.526
2000 32925.066 34050.234
272.315
5400
288.169
415.964
3140
430.549
6099 2159.037 2405.607
50.86
5712
44.042
3944 1370.984 1255.528
2.457
8062
1.968
28.525
3569
27.947
194.245
3560
202.754
0.787
3231
0.553
2040 2615.654 2777.462
9.37
2771
0
587.225
5140
584.361
105.795
5141
110.861
5411 2507.678 2586.142
547.576
5070
357.55
23.288
4955
22.355
9.03
8000
7.489
63
1600
70.939
141.847
7363
108.969
491.877
5945
487.758
586.508
5700
560.658
52
8082
54.521
6324 1195.899 1236.912
20.529
8060
21.029
479.691
7011
469.222
0.059
7000
0.06
659.366
3630
705.833
3651 4957.812 4603.247
586.87
2510
528.278
0.295
2024
0.378
49.505
2835
41.77
69.712
3564
65.939
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
3.4
-5.5
1.9
-25.4
8.9
-2.4
-23.1
9.5
-18.7
-0.3
0.8
-4.6
-2.7
11.9
-100
-27.3
3.7
5
4.3
10.6
-13.6
-8.8
-22.4
-2.1
4.7
-36.3
5.8
-100
-0.5
4.4
2.9
-42.1
-0.8
-18.8
12
-24.1
-0.9
-4.5
5.7
3
2.1
-2.2
1.7
7.4
-7.5
-10
20.4
-10.4
-5
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
12
-8.6
6.1
-8.4
0.8
-4
0.6
3.3
-9.3
2.1
3.9
-6.5
-12.3
-6.8
-8.6
12.5
4.2
6.6
5.1
5.7
-9.3
-3.7
5.1
-4.7
2
-53.9
-3.6
-3
0.1
1.3
2.5
-29.2
8.1
-1.2
-6.2
-9.5
-0.1
5.2
8.8
4.1
8.1
-4.5
1.5
1.7
-8.9
-11.7
-5.5
8.7
-5
2.9
0.6
2.3
8.2
0.9
4.4
0.7
3.7
9.8
0.2
4.3
2.6
1.2
23.1
0
0.1
22.7
15
9.7
17.5
13.7
14.9
-26.4
1.4
1.7
17.6
17.2
0
6.5
15.9
2.9
7.5
1.2
14.7
76.4
1.7
9
7.8
1.9
1.9
1.1
9.4
1.1
8.5
85.9
16
6.9
1
5.1
1
0.2
0.3
3.8
0.3
1.2
0.4
2.8
3.2
0.1
1.7
0.8
0.1
11.6
0
0
11.3
5.5
4.3
9
7
6.5
0.5
0.8
0.6
0.2
7.3
0
1.3
1.2
0.8
2.2
0.4
4.5
17.8
0.3
3.3
3.4
0.8
0.4
0.3
1.8
1
1.9
7.1
6.2
2.3
0.6
1.9
3
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
INDL INORGANIC CHEMICALS
INDL TRUCKS,TRACTORS,TRAILRS
INDUSTRIAL MACH & EQ-WHSL
INDUSTRIAL MEASUREMENT INSTR
INDUSTRIAL ORGANIC CHEMICALS
INFORMATION RETRIEVAL SVCS
INS AGENTS,BROKERS & SERVICE
INVESTMENT ADVICE
INVESTORS, NEC
IRON AND STEEL FOUNDRIES
JEWELRY STORES
JEWELRY,SILVERWR,PLATED WARE
KNIT OUTERWEAR MILLS
KNITTING MILLS
LAB ANALYTICAL INSTRUMENTS
LAB APPARATUS AND FURNITURE
LAWN, GARDEN TRACTORS, EQUIP
LEATHER AND LEATHER PRODUCTS
LIFE INSURANCE
LOAN BROKERS
LUMBER & OTH BLDG MATL-RETL
LUMBER AND WOOD PDS, EX FURN
LUMBER, PLYWD, MILLWORK-WHSL
MACHINERY AND EQUIPMENT-WHSL
MAGNETC,OPTIC RECORDNG MEDIA
MAILING,REPRO,COMML ART SVCS
MALT BEVERAGES
MANAGEMENT CONSULTING SVCS
MANAGEMENT SERVICES
MANIFOLD BUSINESS FORMS
MEAS & CONTROLLING DEV, NEC
MEAT PACKING PLANTS
MED, DENTAL, HOSP EQ-WHSL
MEDICAL LABORATORIES
MEDICINAL CHEMS,BOTANICL PDS
MEMBERSHIP SPORT & REC CLUBS
MENS,BOYS FRNSH, WORK CLTHNG
METAL DOORS,FRAMES,MOLD,TRIM
METAL MINING
METALWORKING MACHINERY & EQ
MILLWORK,VENEER,PLYWOOD
MISC AMUSEMENT & REC SERVICE
MISC BUSINESS CREDIT INSTN
MISC BUSINESS SERVICES
MISC CHEMICAL PRODUCTS
MISC DURABLE GOODS-WHSL
MISC ELEC MACHY,EQ,SUPPLIES
MISC EQUIP RENTAL & LEASING
MISC FABRICATED METAL PRODS
140.462
2810
19.474
3537
104.059
5084
66.784
3823
64.434
2860
2.699
7375
601.266
6411
6282 1706.597
6.623
6799
4.532
3320
465.124
5944
1.544
3910
1
2253
185.488
2250
134.973
3826
7.011
3821
0.131
3524
118.567
3100
6311 13063.267
261.161
6163
5211 1944.747
72.719
2400
188.945
5031
34.758
5080
4.11
3695
148.887
7330
2082 4600.708
272.596
8742
3.049
8741
4.046
2761
34.172
3829
738.124
2011
59.852
5047
18.884
8071
0.213
2833
43.728
7997
421.147
2320
26.501
3442
640.423
1000
152.384
3540
15.861
2430
816.038
7990
166.515
6159
2.364
7380
204.037
2890
5.781
5090
829.713
3690
194.231
7350
3490 1348.965
138.659
16.655
101.915
68.826
64.636
3.585
634.161
1774.993
6.217
3.427
453.95
1.573
0.553
185.803
140.794
6.978
0
124.166
9794.848
204.654
1876.931
61.396
190.559
33.054
0.069
177.588
4739.035
281.925
2.636
3.438
32.714
755.039
57.63
20.018
0.224
45.579
408.952
25.281
741.501
132.557
11.96
796.523
156.692
2.664
207.926
4.314
853.833
182.093
1240.257
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
-1.3
-14.1
-1.6
3.1
0.4
27.2
10.6
5
-1.3
-28.4
-2.4
3.3
-63
0.2
1.2
-0.6
-100
4.4
-25.4
-16.2
-3.6
-16
0.1
-4.8
-91.6
17.7
2.7
-3.2
-11.7
-15.6
-2.6
2.3
-3.6
5.7
2.6
4.2
-2.9
-4.2
15.7
-13.6
-28.3
-2.8
-5.4
12.1
2.2
-27.6
3.5
-5.8
-8.1
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
-3
-16.6
-4.3
1.9
3.1
15
15.1
0.1
4.9
-24.2
-1.3
1
-55.9
0.5
2.9
3.1
-28.5
8
18
10.8
-0.1
3.8
-20
-3.8
-29.7
16.9
13
-2.5
11.6
-7
-2.3
2.4
6.2
3.3
6.6
3.6
-0.8
0.7
2.3
-2.5
-24.5
1.3
-25.1
17.7
-4.8
-6.6
-3.5
-13.3
-8.2
0.9
2.2
3.1
0.6
0.3
2.2
5.4
5.1
1.6
2.1
10.3
2.5
3.3
12.5
1
2.5
0
3.2
4.5
17.7
3.9
1.8
42.7
2.2
0
28.4
7.2
2.7
0.3
0.9
2
13.7
1.1
0.3
6.8
10.3
6.3
4.7
0.4
1.6
16
4.6
0.3
2.5
3.2
0.9
12.6
6.6
18
0.3
0.6
1.5
0.3
0.1
1.2
0.7
2
0.4
0.3
5.3
1.1
0.7
4.3
0.5
1.1
0
2.1
1
6.5
1.4
0.5
5.7
0.6
0
20.4
3.8
0.9
0
0.3
1
1.5
0.2
0.1
3
3.1
3.5
1.2
0.3
0.6
3.2
1.8
0.2
0.8
1.3
0.3
5.1
2.9
6.4
4
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
MISC FOOD PREPS, KINDRED PDS
MISC FURNITURE AND FIXTURES
MISC GENERAL MDSE STORES
MISC HEALTH & ALLIED SVC,NEC
MISC INDL, COML, MACHY & EQ
MISC MANUFACTURNG INDUSTRIES
MISC NONDURABLE GOODS-WHSL
MISC PDS OF PETROLEUM & COAL
MISC PLASTICS PRODUCTS
MISC SHOPPING GOODS STORES
MISC TRANSPORTATION EQUIP
MISCELLANEOUS PUBLISHING
MISCELLANEOUS RETAIL
MORTGAGE BANKERS & LOAN CORR
MOTION PIC, VIDEOTAPE PRODTN
MOTION PICT, VIDEOTAPE DISTR
MOTION PICTURE THEATERS
MOTOR VEH PARTS, SUPPLY-WHSL
MOTOR VEH SUPLY,NEW PTS-WHSL
MOTOR VEHICLE PART,ACCESSORY
MOTOR VEHICLES & CAR BODIES
MOTORCYCLES,BICYCLES & PARTS
MOTORS AND GENERATORS
MUSICAL INSTRUMENTS
NEWSPAPER:PUBG, PUBG & PRINT
NON-OPERATING ESTABLISHMENTS
OFFICE FURNITURE
OFFICES OF MEDICAL DOCTORS
OIL & GAS FIELD MACHY, EQUIP
OIL & GAS FIELD SERVICES,NEC
OIL AND GAS FIELD EXPL SVCS
OIL ROYALTY TRADERS
OPERATIVE BUILDERS
OPERATORS-APARTMENT BLDGS
OPERATORS-NONRES BLDGS
OPHTHALMIC GOODS
OPTICAL INSTRUMENTS & LENSES
ORDNANCE AND ACCESSORIES
ORTHO,PROSTH,SURG APPL,SUPLY
PAINTS, VARNISHES, LACQUERS
PAPER & PAPER PRODUCTS-WHSL
PAPER MILLS
PAPERBOARD CONTAINERS, BOXES
PAPERBOARD MILLS
PARTITIONS,SHELVING,LOCKERS
PATENT OWNERS AND LESSORS
PERFUME,COSMETIC,TOILET PREP
PERIODICAL:PUBG,PUBG & PRINT
PERSONAL CREDIT INSTITUTIONS
256.727
287.859
2090
3.798
2590
2.419
3.796
5399
4.795
12.077
8090
12.665
2.919
3590
1.798
140.226
3990
131.617
8.081
5190
9.476
60.915
2990
61.211
1.4
3080
1.262
5940 2014.481 1983.501
3790 1041.222 1091.042
39.969
2741
43.496
181.337
5900
178.986
15.137
6162
11.94
464.908
7812
472.052
1.715
7822
1.704
83.794
7830
79.03
33.051
5010
36.927
36.8
5013
36.752
3714 1069.383
1217.1
3711 20925.158 17812.402
75.8
3751
67.065
41.009
3621
43.151
5.2
3931
3.812
115.158
2711
118.996
0.017
9995
0.025
1.645
2520
1.182
2.329
8011
1.527
91.362
3533
87.207
68.465
1389
72.525
6.685
1382
6.598
0.011
6792
0.015
244.55
1531
92.297
0.686
6513
0.67
58.556
6512
59.109
559.159
3851
527.598
2.818
3827
1.695
121.003
3480
125.052
3842 1026.359 1012.189
2851 1193.627 1195.686
377.586
5110
368.133
2621 1430.816 1600.568
445.249
2650
449.507
195.6
2631
39.016
0.134
2540
0
216.388
6794
232.668
2844 13065.167 13273.376
113.541
2721
99.555
163.333
6141
145.148
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
11.5
-47.7
23.5
5.4
-38.4
-5.5
16
1.8
-9.8
-1.5
4.6
8.3
-2
-23.3
1.4
-0.6
-3
13.1
-1.7
13.3
-12.9
-11.8
4.8
-29.7
10.5
39.9
-33.8
-9.9
-3.9
6
-1.3
17.7
-47.9
-1
1.6
-5.8
-23.4
3.2
-0.9
-0.3
-2.5
11.8
1
-80.1
-100
6.1
1.7
-12.9
-8.5
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
10.5
-1.3
3.4
5.7
-16.9
-2.4
7.1
1.3
-11.7
-0.9
3.8
2.2
-4.3
-15.7
4.5
9.3
4.1
6.8
0.4
1.1
-4.4
-8.8
9.6
-12.2
-8.5
19
-69
-14.1
-1.4
-4.3
-10.6
-38.9
-29.6
4.8
3.2
4.2
-16.6
3.9
0.7
-6.1
1.4
-2.6
-0.4
-1.5
-9
11.4
1.3
-4
2.2
8.6
0.3
10.1
0.1
0.3
3.7
0.9
2.3
0.8
11
13.5
3.6
4.8
-5.5
31.2
4.6
3.5
1
1.1
3.3
7.6
2.9
0.9
4.2
2.2
1.1
1
0
0.7
0.3
0.3
37.6
1.3
0.2
1.2
4.5
0.2
7.4
5.2
6.2
15.4
7.6
11.8
0.3
0
9.2
28.4
4.6
0.7
3.5
0.2
3.6
0.1
0.1
2.1
0.1
0.9
0.3
3.4
2.8
2.3
1.7
2
13.6
1.9
0.7
0.4
0.3
0.8
1.7
1.6
0.3
1.4
1.1
0.3
0.3
0
0.2
0.1
0.1
28.4
0.6
0.1
0.3
3.1
0.1
1.9
3.3
2.8
2.5
1.9
3.1
0.1
0
6.5
19.8
3.1
0.3
5
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
PERSONAL SERVICES
PETROLEUM REFINING
PETROLEUM,EX BULK STATN-WHSL
PHARMACEUTICAL PREPARATIONS
PHONE COMM EX RADIOTELEPHONE
PHONO RECRDS,AUDIO TAPE,DISK
PHOTOFINISHING LABORATORIES
PHOTOGRAPHIC EQUIP & SUPPLY
PLASTICS PRODUCTS, NEC
PLASTICS,RESINS,ELASTOMERS
POULTRY SLAUGHTER & PROCESS
PREFAB WOOD BLDGS,COMPONENTS
PREP FRESH,FROZN FISH, SEAFD
PREPACKAGED SOFTWARE
PRIM SMELT,REFIN NONFER METL
PRINTED CIRCUIT BOARDS
PRINTING TRADES MACHY, EQUIP
PROF & COML EQ & SUPPLY-WHSL
PUBLIC BLDG & REL FURNITURE
PUMPS AND PUMPING EQUIPMENT
PWR,DISTR,SPECL TRANSFORMERS
RACING,INCL TRACK OPERATIONS
RADIO BROADCASTING STATIONS
RADIO, TV BROADCAST, COMM EQ
RADIO,TV,CONS ELECTR STORES
RADIOTELEPHONE COMMUNICATION
REAL ESTATE
REAL ESTATE AGENTS & MGRS
REAL ESTATE INVESTMENT TRUST
RECORD AND TAPE STORES
REFRIG & SERVICE IND MACHINE
REFUSE SYSTEMS
RETAIL STORES, NEC
ROLLING & DRAW NONFER METAL
RUBBER AND PLASTICS FOOTWEAR
SAUSAGE,OTH PREPARED MEAT PD
SAWMILLS, PLANING MILLS, GEN
SCRAP & WASTE MATERIALS-WHSL
SECURITY & COMMODITY BROKERS
SECURITY BROKERS & DEALERS
SEMICONDUCTOR,RELATED DEVICE
SHIP & BOAT BLDG & REPAIRING
SHOE STORES
SHORT-TERM BUS CREDIT, EX AG
SKILLED NURSING CARE FAC
SOAP,DETERGENT,TOILET PREPS
SOCIAL SERVICES
SPEC OUTPATIENT FACILITY,NEC
SPECIAL CLEAN,POLISH PREPS
876.823
853.956
7200
2911 2051.269 1901.772
213.574
5172
271.139
2834 24817.227 26786.535
4813 19462.561 19592.646
104.271
3652
90.955
15.849
7384
17.846
696.416
3861
590.325
207.056
3089
214.415
101.976
2821
118.093
4.901
2015
3.825
0.391
2452
0.451
1.069
2092
1.342
6917.416
7372
7363.2
13.817
3330
19.932
0.906
3672
0.892
1.9
3555
1.718
0.064
5040
0.061
1.051
2531
0.84
91.651
3561
88.204
43.053
3612
37.432
42.816
7948
41.729
308.968
4832
298.858
3663 6859.497 6623.961
5731 1244.261 1308.899
4812 19501.363 20102.33
83.784
6500
67.384
720.665
6531
640.094
6798 2884.346 2843.927
10.43
5735
8.511
19.324
3580
22.146
153.98
4953
200.022
363.075
5990
354.667
58.62
3350
53.761
3021 2591.474 2693.968
3.565
2013
3.523
0.982
2421
0.941
1.197
5093
1.57
150.152
6200
146.921
6211 2868.318 3241.022
3674 3944.918
4139.67
1.03
3730
0
531.451
5661
548.704
54.729
6153
59.147
64.875
8051
69.04
2840 8722.143 8480.109
60.727
8300
54.352
16.938
8093
20.232
2842 1239.695 1262.845
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
-3.1
-7.3
25
7.6
0.7
-13.7
11.1
-12.8
3.8
17.7
-16.7
14.3
24.7
6
30
-0.3
-4.4
-3.4
-22.6
-4
-13
-2.5
-3.1
-3
5.1
2.8
-21.4
-7.8
-1.9
-8
13.6
29.5
-2.3
-7.8
3.9
-1.2
-4
29.7
-1.9
9.2
6.3
-100
3.2
8.3
6.4
-2.8
-8.9
20.1
1.9
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
-5.1
-6.4
11
8.3
0.6
-17.7
14.1
-4.5
2.7
-3.7
-4.1
-17.3
26.1
3.2
-1.2
19.7
-14.8
0.2
-6.3
-4.8
-10
-4.1
-0.6
-5.9
4.6
6.6
-1.2
-0.9
-0.6
-19.3
1
9.8
3.7
-10.3
1.1
-1.4
-5.3
-13.3
18.6
0.9
12.4
5.1
2.5
30.1
4.4
-2.7
0.3
7.4
0.7
19.6
0.4
3.1
5.5
5.1
7.3
7.9
2.5
2.9
0.6
0.2
1.2
2.8
4.7
1.3
0
1.2
0.9
2.1
2.3
2.5
6.6
4.6
8.7
7.1
5.1
7.6
13
10.6
2.7
2.7
1.7
6.6
0.9
26.3
6.3
1.8
0.8
2.6
3.3
2.7
0
8
1.5
2.4
18.5
7.1
20.8
19.1
7.2
0.1
0.3
4.3
2.7
3.4
5
1.1
0.9
0.2
0
0.2
0.8
3.6
0.3
0
0.5
0.2
0.6
0.9
0.8
2.3
2.7
3.2
2.1
2.7
1.2
4.5
4
1
1.1
0.7
2.5
0.1
13.1
3
0.6
0.1
1.1
1.7
1.4
0
3.2
1.1
0.5
10.3
1.4
2.8
10.1
6
2011 AD-TO-SALES RATIOS
Industry Name
SIC
2010 Ad
2011 Ad Annual Ad
Code Spending Spending
Growth
No.
($000)
($000) Rate (%)
SPECIAL INDUSTRY MACHINERY
SPECIAL INDUSTRY MACHY, NEC
SPORTING & ATHLETIC GDS, NEC
SRCH,DET,NAV,GUID,AERO SYS
STEEL WORKS & BLAST FURNACES
STEEL WRK, ROLL&FINISH MILL
SUBDIVIDE, DEV, EX CEMETERY
SUGAR & CONFECTIONERY PRODS
SURGICAL,MED INSTR,APPARATUS
SVC TO MOTION PICTURE PRODTN
SVCS TO DWELLINGS, OTH BLDGS
SWITCHGEAR & SWITCHBOARD APP
TELE & TELEGRAPH APPARATUS
TELEGRAPH & OTH MESSAGE COMM
TELEVISION BROADCAST STATION
TESTING LABORATORIES
TEXTILE MILL PRODUCTS
TIRES AND INNER TUBES
TOBACCO PRODUCTS
TOTALIZING FLUID METERS
TRANSIT & PASSENGER TRANS
TRANSPORTATION SERVICES
TRUCK AND BUS BODIES
TRUCKING, EXCEPT LOCAL
TRUCKING,COURIER SVC,EX AIR
VARIETY STORES
VIDEO TAPE RENTAL
WATCHES, CLOCKS AND PARTS
WATER TRANSPORTATION
WATER,SEWER,PIPELINE CONSTR
WINE,BRANDY & BRANDY SPIRITS
WMNS,MISS,CHLD,INFNT UNDGRMT
WOMEN'S CLOTHING STORES
WOMENS,MISSES,JRS OUTERWEAR
WOOD HSHLD FURN, EX UPHOLSRD
X-RAY & RELATED APPARATUS
3550
3559
3949
3812
3312
3310
6552
2060
3841
7819
7340
3613
3661
4822
4833
8734
2200
3011
2100
3824
4100
4700
3713
4213
4210
5331
7841
3873
4400
1623
2084
2340
5621
2330
2511
3844
1.108
68.583
128.115
3549.521
449.41
0.001
24.928
492.648
145.573
6.871
43.119
3.444
430.78
36.3
1488.377
0.769
0.026
444.432
35
6.257
0.65
1192.61
1.145
29.748
274.511
6860.387
289.108
175.191
1504.719
2.995
507.158
153.515
912.111
3222.32
95
13.579
0.825
46.348
123.899
3566.248
417.167
0.001
27.797
581.408
170.304
7.203
45.933
2.998
410.868
37.721
1235.491
0.875
0.034
434.718
28.994
5.618
0.75
1195.697
0
28.05
267.631
7085.845
300.74
178.851
1498.764
2.994
458.313
160.721
913.163
3341.008
85.524
14.398
Source: Schonfeld and Associates, Inc. - 2011 Advertising Ratios and Budgets
-27.5
-32.9
-3.2
0.6
-4.4
22.5
10.9
18.5
16.5
4.7
5.3
-10.2
-4.2
4.3
-18.6
13
28.8
-1.6
-18.8
-9.9
14.4
0.5
-100
-4
-2.5
3.1
4.1
2.6
-0.3
-2.2
-9.6
4.6
0.1
4.2
0.7
5.8
Annual
Sales 2011 Ad $ 2011 Ad $
Growth
as % of
as % of
Rate
Sales
Margin
-9.8
6.7
-6.8
1.4
-9.6
-36.7
18.3
-2.2
0.1
-2.9
1.5
-0.4
-3.9
2.6
-18.5
8.5
-5
-1
6.6
-1.7
11.2
2.1
-2.9
-5.9
-4.5
2.5
-6.1
7.1
-0.9
-0.8
-2.4
3.6
2.4
1.8
-7.4
1.2
0.4
0.2
17.5
18.8
1.4
0
1.1
16.4
0.9
39.3
7.8
0
3.3
16.1
16.3
1.1
0.2
9.2
1.2
0.7
0.9
27.2
0
1.2
-1.7
4
9.2
12.5
10.5
0.1
31.4
11.3
6.9
13.9
10.6
1.1
0.2
0.1
7.1
4.5
0.2
0
0.4
4.7
0.6
7.1
3.8
0
1.4
14.4
8.9
0.7
0.1
2
0.7
0.2
0.1
20.5
0
0.2
0.2
1.1
5.6
7.1
3.7
0
11.8
5.1
3.4
8.4
2.9
0.7
7
2010 AD-TO-SALES RATIOS AND GROSS MARGINS
NOTES:
Advertising Ratios & Budgets are based on data from government filings and published financial records. Three
accounting measures are reviewed: Advertising Expenditures, Net Sales and Cost of Goods Sold.
SIC No. = Standard Industrial Classification Number as established by the U.S. Department of Commerce.
Ad Spending (in millions of dollars) = Include an estimate for the current year and an historical figure for last year.
Last-year figures are estimated if no historical data is available. Advertising includes media, direct mail, point-ofpurchase, production, ad department operations, research and other direct costs as reported in government filings.
Ad Dollars as Percent of Sales = Advertising Expense Divided by Net Sales (after returns, allowances, discounts).
For practical purposes, Net Sales can be thought of as the "Top Line" of the company's income statement.
The ratio shown is an estimate for the current year based on forecasting models. It can be thought of as the "most
likely" advertising-to-sales ratio for the specified industry.
Ad Dollars as Percent of Margin - Advertising Expense Divided by Net Sales Minus Cost of Goods Sold. (Includes
production, labor, materials, and appropriate overhead; does not include non-production expenses, taxes, interest,
depreciation, amortization, selling, general, and administrative expenses. For Non-Manufacturing companies, cost
of goods sold represent total operating costs.)
The ratio shown is an estimate for the current year based on forecasting models. It can be thought of as the "most
likely" advertising-to-gross margin ratiio for the specified industry.
Annual Ad Growth Rate (%) and Annual Sales Growth Rate (%): Two growth rates are reported for each industry.
These growth rates are based on forecasted advertising spending and forecasted sales from the models applied to
historical data. They are the average annual compound growth rate in advertising and in net sales expressed as a
percentage, calculated over the current period, last year to next year.
In some instances, the growth rate of advertising and the growth rate of net sales will be the same. This event
indicates that the Constant Ratio Model was mainly or entirely used to estimate advertising spending. Since this
model uses forecasted sales to estimate advertising spending, the growth rates will b the same or similar.
In this report, a zero value such as 0 or 0.0 are "legitimate" numeric values which indicate that spending for the year
was under $1,000. N/A is used to indicate missing data (ad spending not published or released; or the forecasting
models were not able to derive estimates).
In the industry summary tables, where figures are composites of data values for the set of all firms in the industry,
the difference between N/A and "zero" is important. In calculating industry summary figures, N/A values are omitted
from the calculations while "zero" values are included.
Source: Schonfeld & Associates - Advertising Ratios & Budgets - July, 2011
Source: Schonfeld and Associates, Inc. - 2010