2015 AD-TO-SALES RATIOS
Industry Name
ABRASIVE,ASBESTOS,MISC MINRL
ACCIDENT & HEALTH INSURANCE
ACCOUNT,AUDIT,BOOKKEEP SVCS
ADHESIVES AND SEALANTS
ADVERTISING
ADVERTISING AGENCIES
AGRIC PROD-LVSTK,ANIMAL SPEC
AGRICULTURAL CHEMICALS
AGRICULTURE PRODUCTION-CROPS
AIR COURIER SERVICES
AIR TRANSPORT, SCHEDULED
AIR-COND,HEATING,REFRIG EQ
AIRCRAFT
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
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
CEMENT, HYDRAULIC
CHEMICALS & ALLIED PRODUCTS
CIGARETTES
CMP AND CMP SOFTWARE STORES
CMP INTEGRATED SYS DESIGN
CMP PROCESSING,DATA PREP SVC
CMP PROGRAMMING,DATA PROCESS
COGENERATN-SM POWER PRODUCER
COML PHYSICAL, BIOLOGCL RESH
COMMERCIAL BANKS
COMMERCIAL PRINTING
COMMUNICATIONS EQUIP, NEC
COMMUNICATIONS SERVICES, NEC
SIC
Code
No.
3290
6321
8721
2891
7310
7311
200
2870
100
4513
4512
3585
3721
4581
7900
7996
2300
5600
5130
4731
5531
5500
7510
7500
2050
3562
2080
2836
1220
2780
5200
2731
2211
2086
7389
4841
3578
2033
2030
2273
5961
3241
2800
2111
5734
7373
7374
7370
4991
8731
6020
2750
3669
4899
2014 Ad
Spending
($Millions)
507.787
229
20.7
0.02
132.165
10.033
12.26
3564.254
173.612
517.178
2707.697
175.501
7.938
0.117
335.555
232.1
1847.697
581.487
11.633
3.988
359.426
839.213
423.479
2.585
3.67
0.2
2300
1296.288
1
222.737
118.122
2155.239
1.903
5168.45
132.936
5688.916
328.418
138.093
928.558
45.487
6094.508
3.316
0.093
720.445
65.038
261.733
2650.06
19656.13
1.247
41.806
0.475
4.133
51.198
1883.016
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
528.905
3.3
1.3
8.2
31.4
219.83
-4.3
-3.4
1
4.4
19.97
-3.4
3.1
1.1
3
0.016
-21.6
7.3
1.5
5.6
133.913
2.6
4.2
2
4
8.666
-11.1
3.5
0
0
13.823
12.4
13.3
0.6
2.2
3312.839
-7.1
-2.2
5
14.4
171.539
0.5
6.4
0.7
1.5
529.505
2.4
2.1
0.7
2.7
2634.352
-1.7
5.2
0.7
3
179.851
2.2
2.2
1.1
3.1
8.009
0.9
3
0.1
0.5
0.15
25.9
6.7
0.8
1.6
366.011
8.8
9.2
3.7
12.8
236.695
1.6
2.3
6.2
13
2014.898
8.8
9.6
4.4
8.7
616.822
5.9
3.8
3.5
9.3
12.678
6.9
3.9
2.8
7.7
4.104
2.9
8.8
0.1
0.3
387.553
7.7
9
1.2
2.5
912.892
8.2
5.6
0.6
4.5
456.462
7.8
7
1.4
3.1
3.177
21.2
14.7
0.1
0.9
4.187
13.2
9.3
0.4
1.2
0.1
-100
-9.4
0.1
0.3
2482.292
6
1
3.7
6.4
1488.055
14.9
17
1.4
1.9
0
-100
-10.3
0
0
230.423
2.4
1.5
6.7
13.3
126.044
6.5
8.3
1.2
3.5
2044.664
-6.2
-1.8
18.1
33
1.926
1.3
0.5
0.2
1.1
5155.193
-0.5
-1.5
4.9
9.1
126.346
-2.4
3.8
0.4
2.2
6230.451
9.8
5.5
2.8
6.5
378.028
14.1
3.3
2.4
7.3
140.996
2.2
2.3
1.7
4.9
903.301
-3
1.8
3.3
9
50.792
10.7
12.3
0.6
1.7
7040.926
14.6
14.4
3.8
13.4
3.201
-3.8
-6.5
0.8
1.6
0.12
27.1
-3
0.9
2.1
763.118
5.6
-1.9
0.7
1.4
66.178
1.7
2.1
0.7
2.3
298.252
13.7
-0.5
0.3
0.5
2946.017
0.8
3.2
3.3
8.2
22509.44
13.2
7.5
6.3
9.8
1.613
23.9
7.1
0.5
2.1
45.771
8.5
10.2
0.3
0.9
0.515
8.5
-4.6
0.9
3.3
4.565
9.6
7.6
0
0.1
13.41
-48.6
-0.3
0.1
0.3
1934.46
2.9
3.2
5.8
13.1
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
1
2015 AD-TO-SALES RATIOS
Industry Name
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 SERVICES
CRUDE PETROLEUM & NATURAL GS
CUT STONE AND STONE PRODUCTS
CUTLERY, HANDTOOLS,GEN HRDWR
DAIRY PRODUCTS
DEEP SEA FRN TRANS-FREIGHT
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 COIL,TRANSFRM,INDUCTR
ELECTR, OTH ELEC EQ, EX CMP
ELECTRIC HOUSEWARES AND FANS
ELECTRIC LIGHTING, WIRING EQ
ELECTRIC SERVICES
ELECTRICAL INDL APPARATUS
ELECTROMEDICAL APPARATUS
ELECTRONIC COMP, ACCESSORIES
ELECTRONIC COMPONENTS, NEC
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
SIC
Code
No.
3570
3576
3577
7371
3572
5045
3272
3270
9997
3530
3531
1700
5412
2670
2052
7323
1311
3281
3420
2020
4412
3843
5311
7381
2085
4888
3942
3357
5912
5122
5000
5810
5812
8200
5063
3825
3677
3600
3634
3640
4911
3620
3845
3670
3679
3571
3678
5065
7361
8711
3510
8700
7359
3443
2014 Ad
Spending
($Millions)
1092.067
293.326
977.268
0.2
229.506
604.109
23.935
173.729
1518.034
53.811
89.336
14.459
0.113
587.781
34.1
225.783
22.754
18.557
116.777
1010.547
0.063
160.825
4553.509
0.137
2811.324
12831.66
752.543
25.127
1476.811
483.233
245.068
76.334
3877.643
1643.684
37.156
31.718
0.023
694.68
153.21
46.552
269.852
116.218
936.47
131.623
216.332
2.9
0.152
2.531
61.567
128.119
255.368
44.208
360.168
6.014
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
945.051
-14.5
-6
0.5
1.7
270.64
-8.1
2.8
0.4
0.6
865.547
-13
-10.9
2.4
4.2
0.21
5.2
6.9
0.7
0.9
256.774
11.5
4.2
0.4
0.7
646.947
6.8
7
0.5
6.1
26.705
10.9
12
1
4
161.079
-6.5
9.1
1.8
6.9
1434.791
-7
-0.7
1
11.8
58.346
8.3
1.9
0.4
1.2
81.038
-9.4
-12
0.1
0.4
14.682
1.6
7.8
0.3
1
0.118
4.9
1.3
0.4
1.2
547.373
-6.9
1.9
0.8
1.9
39.143
13.5
1.5
2.3
5.8
234.11
3.2
6
1.6
2.3
20.5
-7.2
7.5
0
0.1
20.216
8.7
15.5
3.9
8.5
120.226
3
4
1.3
2.8
1058.899
5.6
0.6
3.2
14.5
0.069
8.5
2.5
0.3
1.2
170.133
5.5
3.8
3.3
5.3
4298.237
-5.8
-4.9
4.2
12.7
0.142
3.8
-17.2
0
0
2889.199
2.7
2.1
13
20.1
12881.35
0.1
2
7.9
20.6
759.553
0.9
-1.3
11.2
22.5
27.621
9.2
6.7
0.4
1.8
1481.969
1.8
4.6
0.4
2
500.247
3.4
12.1
0.1
1.6
255.342
3.3
-4.7
0.4
1.6
79.534
4.1
3.8
1.8
7.8
3970.207
2.2
2.5
2.5
9.5
1578.83
-4.2
-4.8
8.5
16.8
39.723
6.4
5
0.2
0.9
32.752
2.9
0.3
0.4
0.6
0.025
8.5
18.2
0.2
0.4
239.254
-45
-10.2
0.2
0.6
172.816
9.7
5
5.6
16
51.449
10.1
8.8
0.5
1.5
249.452
-8.3
0.9
0.4
5.3
129.718
10.1
10.1
0.3
0.9
1043.868
10.9
3
2.2
3.6
135.437
3.8
-0.3
0.8
2.9
216.868
0.3
-2.2
0.6
1.6
3.697
24.3
11.9
0.6
1.6
0.119
-24.5
4.7
0.5
1.1
2.49
-1.9
3.8
0
0
66.458
8.8
7
0.9
3.4
161.963
26.4
-6.8
0.4
1.4
224.335
-7.5
2.3
0.6
2.4
46.424
5.1
5.5
0.4
0.7
341.611
-0.8
12.8
1.8
2.1
6.153
1.1
6.2
0.4
1.2
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
2
2015 AD-TO-SALES RATIOS
Industry Name
FABRICATED RUBBER PDS, NEC
FAMILY CLOTHING STORES
FARM MACHINERY AND EQUIPMENT
FARM-PRODUCT RAW MATL-WHSL
FINANCE LESSORS
FINANCE SERVICES
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
GENERAL INDL MACH & EQ, NEC
GENERAL INDUSTRIAL MACH & EQ
GLASS PD,MADE OF PURCH GLASS
GOLD AND SILVER ORES
GRAIN MILL PRODUCTS
GROCERIES & RELATED PDS-WHSL
GROCERIES, GENERAL LINE-WHSL
GROCERY STORES
HARDWARE-WHOLESALE
HARDWR, PLUMB, HEAT EQ-WHSL
HAZARDOUS WASTE MANAGEMENT
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
INDL INORGANIC CHEMICALS
INDL TRUCKS,TRACTORS,TRAILRS
INDUSTRIAL MACH & EQ-WHSL
INDUSTRIAL MEASUREMENT INSTR
INDUSTRIAL ORGANIC CHEMICALS
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
SIC
Code
No.
3060
5651
3523
5150
6172
6199
6331
2000
5400
3140
6099
5712
3944
3569
3560
3231
1040
2040
5140
5141
5411
5072
5070
4955
1600
7363
5945
5700
8082
6324
8060
7011
7000
3630
3651
2510
2024
2835
3564
2810
3537
5084
3823
2860
6411
6282
6799
3320
5944
3910
2253
2250
3826
3821
2014 Ad
Spending
($Millions)
18.592
1890.907
652.625
4.5
220.382
1379.447
5038.482
10268.72
115.641
246.839
3154.655
354.815
850.347
27.283
218.052
1.421
104.07
2899.653
1442.276
41.1
2450.808
34.094
44.538
15.034
458.279
159.017
572.759
918.522
91.213
1386.432
16.336
703.431
0.047
637.506
6613.868
822.554
0.265
63.115
1
96.263
12.535
76.335
14.005
113.674
74.311
3450.534
0.643
0.014
661.521
2.455
1.042
183.333
211.74
0.467
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
20.105
7.4
5.2
1.3
3.3
2012.144
6.2
3.9
2.1
5.8
669.896
2.6
0.8
0.7
2.4
4.405
-4.2
1.3
0.1
0.9
258.806
16.1
7.8
1.1
2.5
1856.776
34.5
-2.9
2.1
9.6
5443.111
8
3.3
0.9
4.6
9980.483
-3.9
-1.3
4.9
11.3
125.396
7.6
7.1
2.3
6.6
271.636
9.8
11.4
2.5
6
3296.592
4.3
7.4
8.7
15.6
402.22
12.6
14.4
6.8
16.3
696.515
-20.1
-12.9
9.3
18.2
28.204
3.3
4.3
0.6
1
210.855
-2.9
-3.2
0.5
1.2
1.583
9.1
17.3
0.1
0.4
109.66
5.4
-14.3
0.4
1.4
2971.188
2.6
-0.2
6
16.8
1488.57
3.2
4.6
1.8
9.8
49.733
20.8
12.2
0.5
3.5
2535.589
3.3
3.1
0.8
3
32.612
-5.3
5.6
2.1
13.6
42.681
-5.4
9.4
0.1
0.5
19.656
25.1
16.5
0.2
0.7
458.337
-0.2
3.7
0.8
5.8
161.823
1.8
3.1
0.4
1.7
548.249
-4.4
-2.4
3.3
8.6
984.392
6.9
4.2
4.1
10.6
96.453
5.5
1.4
1.7
5.3
1443.636
4.3
10.6
0.3
1.5
18.585
13.1
9.1
0.2
1
737.801
4.7
5
1.4
5.2
0.041
-14.5
6.2
0.5
0.6
654.262
2.4
0
1.8
8.1
6684.125
1.1
-2.8
7
64.7
927.069
11.8
9.1
7.3
20.1
0.274
2
0.4
1.9
6.3
73.187
13.7
8.8
0.8
1.5
1.24
22.7
13.7
0.4
1.1
96.488
0.5
1.8
0.1
0.5
13.605
7
5.9
0.4
2.2
80.906
5.8
4.9
0.6
1.4
15.068
7.8
8.2
0.1
0.2
113.103
-0.5
1.8
0.1
0.4
83.282
10.2
9.6
0.2
0.8
3586.064
3.6
4.8
2.7
7
0.747
15.7
6.8
1.7
2.6
0
-100
9.4
0
0
716.532
8
10.4
5.5
11.5
0.275
-65.3
-27.9
0.1
4.2
1.122
7.4
7.5
0.9
3.3
195.897
6.9
7
3.4
8.3
225.204
6.2
7.2
0.5
0.9
0.488
4.3
2.5
0.3
1.3
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
3
2015 AD-TO-SALES RATIOS
Industry Name
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
METALS SERVICE CENTERS-WHSL
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
MISC FOOD PREPS, KINDRED PDS
MISC FURNITURE AND FIXTURES
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 METAL ORES
MISCELLANEOUS PUBLISHING
MISCELLANEOUS RETAIL
MOBILE HOMES
MORTGAGE BANKERS & LOAN CORR
MOTION PIC, VIDEOTAPE PRODTN
MOTION PICT, VIDEOTAPE DISTR
MOTION PICTURE THEATERS
MOTOR HOMES
MOTOR VEH PARTS, SUPPLY-WHSL
MOTOR VEH SUPLY,NEW PTS-WHSL
SIC
Code
No.
3100
6311
6163
5211
2400
5031
5080
3695
7330
2082
8742
8741
2761
3829
2011
5047
8071
2833
7997
2320
3442
1000
5051
3540
2430
7990
6159
7380
2890
5090
3690
7350
3490
2090
2590
8090
3590
3990
5190
2990
3080
5940
3790
1090
2741
5900
2451
6162
7812
7822
7830
3716
5010
5013
2014 Ad
Spending
($Millions)
281.804
8
161.942
2405.176
20.8
21.56
7.037
14
299.136
4706.308
230.966
7.769
0.91
389.309
774.923
87.482
27.826
704.993
21.779
1338.138
25.308
335.241
0.77
439.291
289.175
1197.834
3096.964
171.773
284.421
6.975
790.848
112.327
98.801
363.936
7.927
36.235
0.026
181.106
3.38
5.112
1.64
1739.818
121.639
0.4
55.321
139.544
0.266
137.616
762.109
5.446
106.628
5.389
7.715
71.3
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
315.683
11.3
4.2
3.8
5.8
5.588
-34.2
0.1
0.1
0.6
211.932
22.7
27.4
7.4
21.6
2449.275
1.8
4.2
1.4
4
21.923
4.8
6.2
5.1
12.2
21.561
1.4
5.8
0.3
1.6
6.98
-0.8
7.4
0.1
0.4
18
25.4
-30.2
3.3
14.2
328.507
9.4
8.9
22.4
32.1
4844.842
2.9
1
4.4
7.9
234.617
1.4
3.5
0.6
1.7
8.116
4.3
11.3
0.1
0.7
0.865
-5
3.6
0.1
0.5
409.113
5.1
4.5
1.6
2.8
817.935
5.4
7
1.3
9.7
87.893
0.9
4.9
0.3
1.2
29.775
7
2.6
0.2
0.4
734.688
4.2
4.2
15.8
32.1
22.577
3.7
5
0.6
2.1
1426.921
6.3
3.5
5
9.7
26.843
5.9
3.2
0.9
3.3
142.917
-59.3
-3.4
0.1
0.2
0.692
-10.7
0.4
0
2.3
462.393
4.7
4.1
1.7
4.7
296.094
2.6
7.9
3.4
12.2
1343.566
11.3
6.8
2
4.8
3955.561
27.7
-2
7.2
36.4
177.771
3.4
4.5
4.3
4.8
291.566
2.4
2.8
1.7
4.5
7.358
5.6
6.2
0.3
1
791.935
0.7
4.1
2.5
8.5
116.939
4
6.1
1.1
1.6
100.403
1.7
1.8
0.4
1.5
378.199
4
5.5
3.1
6.9
9.019
12.9
1.5
0.5
1
37.99
5.2
11.5
0.1
0.3
0.03
14.2
6.1
0.1
1.7
183.54
1.2
-1.4
5.3
11.9
3.564
5
6.8
0
0.3
5.025
-1.6
10.2
0.2
0.9
1.243
-28.2
2.7
0.1
0.4
1799.141
3.5
3.5
2.9
10.2
136.621
11.3
9.5
1.2
4.8
0
-100
2.2
0
0
54.728
-1.8
-3.7
0.4
1.3
149.12
5.9
9.9
0.8
2.7
0.291
9.1
3.2
1.2
5.5
147.465
10.1
19.3
2.5
5
856.942
11.8
2.2
9.7
25.2
7.492
32.3
32.6
2.2
10
113.215
5.3
7.6
0.7
3.2
5.959
10.1
16.5
0.5
3.9
7.293
-5.5
20
0
0.1
79.426
11.2
7.3
0.5
1.6
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
4
2015 AD-TO-SALES RATIOS
Industry Name
MOTOR VEHICLE PART,ACCESSORY
MOTOR VEHICLES & CAR BODIES
MOTORCYCLES,BICYCLES & PARTS
MOTORS AND GENERATORS
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
OPERATIVE BUILDERS
OPERATORS-APARTMENT BLDGS
OPHTHALMIC GOODS
OPTICAL INSTRUMENTS & LENSES
ORDNANCE AND ACCESSORIES
ORTHO,PROSTH,SURG APPL,SUPLY
PAINTS, VARNISHES, LACQUERS
PAPER & PAPER PRODUCTS-WHSL
PAPER MILLS
PARTITIONS,SHELVING,LOCKERS
PATENT OWNERS AND LESSORS
PENS,PENCILS,OTH ARTIST MATL
PERFUME,COSMETIC,TOILET PREP
PERIODICAL:PUBG,PUBG & PRINT
PERSONAL CREDIT INSTITUTIONS
PERSONAL SERVICES
PETROLEUM BULK STATIONS-WHSL
PETROLEUM REFINING
PETROLEUM,EX BULK STATN-WHSL
PHARMACEUTICAL PREPARATIONS
PHONE COMM EX RADIOTELEPHONE
PHONO RECRDS,AUDIO TAPE,DISK
PHOTOGRAPHIC EQUIP & SUPPLY
PLASTC,SYNTH MATLS;EX GLASS
PLASTICS PRODUCTS, NEC
PLASTICS,RESINS,ELASTOMERS
POULTRY SLAUGHTER & PROCESS
PREFAB METAL BLDGS AND COMP
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
SIC
Code
No.
3714
3711
3751
3621
2711
9995
2520
8011
3533
1389
1382
1531
6513
3851
3827
3480
3842
2851
5110
2621
2540
6794
3950
2844
2721
6141
7200
5171
2911
5172
2834
4813
3652
3861
2820
3089
2821
2015
3448
2452
2092
7372
3330
3672
3555
5040
2531
3561
3612
7948
4832
3663
5731
4812
2014 Ad
Spending
($Millions)
1660.306
42087.47
113.959
143.498
1313.799
176.575
4.471
96.533
111.179
179.033
24.431
428.751
0.119
742.592
6.281
227.965
496.427
1138.899
0.753
1258.409
0.103
297.166
324.8
17289.56
287.736
1816.494
1017.225
2.027
3317.337
273.724
22023.99
14727.26
83.701
319.393
847.098
308.31
13.521
41.956
7.728
4.863
30.584
7432.587
29.425
3.3
0.437
15.6
1.165
141.631
1.512
34.05
623.338
1800.474
891.417
22136.9
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
1782.166
6.8
3.8
0.8
3.6
43473.18
2.8
1.1
2.9
12
119.295
5.4
6
1.7
3.8
157.005
8.6
5.6
1
3
1637.039
24.7
1.1
7.7
18.5
172.257
-2.5
-8.6
10.4
47.9
4.771
6.5
3.9
0.2
0.6
127.877
32.2
15.5
2.6
15.7
136.788
23
5.8
0.3
0.4
202.531
13.1
7.2
0.1
0.5
19.521
-16.8
2.2
0.3
0.7
489.429
13.1
18.3
0.7
3.2
0.128
7.5
-10.5
0.3
0.6
758.865
2.2
2.1
6.6
10
6.759
7.2
-1.1
0.2
0.3
258.325
12.5
7
2.6
7.9
513.244
3.3
3.9
1.5
2.1
1193.245
4
-0.8
2.2
5
0.753
0.4
7.1
0
0.1
1237.018
-1.9
-2.8
1.6
6.9
0.105
1.6
4
0.7
3.6
313.644
5.6
1.1
4.9
6.1
326.4
0.9
-1.6
5.8
13.8
18038.76
4.2
3.4
21.2
29.9
283.943
-1.3
-0.5
4.3
6.6
1911.822
4.6
6.1
1.6
3.8
1029.091
0.7
0.7
8.8
24.2
2.364
15.4
9.8
0
0.2
3547.998
6.9
-4.2
0.1
1.5
269.169
-1.7
4.6
0.3
2.9
21750.25
-1.7
-0.2
3.8
5.1
14618.43
-1.8
-4.2
2.8
6.3
86.98
3.8
4
2.7
5.6
282.558
-9.9
-7
0.7
1.6
728.64
-14.1
-1.2
0.8
2.7
323.703
4.9
5.3
1.7
4.5
13.542
0.3
0.8
0
0.1
48.504
14.7
2.2
0.3
1.2
8.596
10.7
7.4
0.6
2.4
4.7
-2.1
14.5
0.2
0.8
36.694
17.9
8.8
0.9
2.8
7773.421
4.5
6.6
2.7
3.5
28.545
-2.7
10.4
0.1
0.3
3.565
8
-3.9
0.5
1.2
0.373
-15.9
22.1
0.4
1
15
-3.9
2.7
0.3
1.1
1.123
-3.6
2.9
0.8
1.7
139.362
-0.9
7.2
0.5
1.2
1.729
12.9
5
0.3
0.7
33.999
-0.4
1.3
2.8
6.2
710.757
13
5.6
3.7
7.2
1887.544
4.3
4.1
0.7
1.7
778.453
-12.6
-6
1.8
7.8
22721.88
2
-0.7
2.8
5.7
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
5
2015 AD-TO-SALES RATIOS
Industry Name
REAL ESTATE
REAL ESTATE AGENTS & MGRS
REAL ESTATE DEALERS
REAL ESTATE INVESTMENT TRUST
REAL ESTATE OPERATORS,LESSOR
RECORD AND TAPE STORES
REFRIG & SERVICE IND MACHINE
REFUSE SYSTEMS
RETAIL STORES, NEC
ROLLING & DRAW NONFER METAL
RUBBER AND PLASTICS FOOTWEAR
SANITARY SERVICES
SAUSAGE,OTH PREPARED MEAT PD
SAWMILLS, PLANING MILLS, GEN
SCRAP & WASTE MATERIALS-WHSL
SEC SMELT,REFIN NONFER METAL
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
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
SVCS TO DWELLINGS, OTH BLDGS
SWITCHGEAR & SWITCHBOARD APP
TELE & TELEGRAPH APPARATUS
TELEVISION BROADCAST STATION
TESTING LABORATORIES
TEXTILE MILL PRODUCTS
TIRES AND INNER TUBES
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
SIC
Code
No.
6500
6531
6532
6798
6510
5735
3580
4953
5990
3350
3021
4950
2013
2421
5093
3341
6200
6211
3674
3730
5661
6153
8051
2840
8300
8093
2842
3550
3559
3949
3812
3312
3310
6552
2060
3841
7340
3613
3661
4833
8734
2200
3011
4700
3713
4213
4210
5331
7841
3873
4400
1623
2084
2340
2014 Ad
Spending
($Millions)
115.431
994.421
15.6
7010.308
0.029
1.598
31.222
12.769
650.009
603.179
3322.064
0.652
168.928
0.764
0.033
0.14
549.986
2944.739
4581.289
2.291
379.45
744.055
0.3
19758.86
12.7
16.233
2170.23
5.474
99.698
221.236
1408.455
123.639
22.344
121.068
610.081
41.914
307.91
2.8
221.535
3030.43
1.273
4.208
487.444
3075.693
0.067
117.812
350.688
5693.506
533.1
232.7
1618.706
3.557
555.961
144.395
Annual Annual
2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Growth Growth $ as % of $ as % of
($Millions) Rate (%) Rate (%)
Sales
Margin
124.838
7.3
14.8
1
6.8
1094.545
9.8
10
4.7
14.1
17.085
9.1
10.6
2.5
4.6
7228.494
2.4
9.2
4.6
12.3
0.023
-20.4
-8.5
0.8
-0.8
0
-100
-36.4
0
0
35.028
11.4
12.3
1
2.4
12.785
0
3.1
0
0.1
722.691
10.6
5.1
4.1
10.9
661.273
12.3
-0.5
1.1
6.4
3502.412
5.3
5.7
10.4
21.5
0.782
21.5
5.9
0
0.5
183.913
8.2
5.8
1.1
8.1
0.923
18.1
11.1
0.3
1.1
0.044
29.1
-22.1
2.8
5.8
0.155
8.5
-16.5
0.1
0.9
595.168
7.9
12
3
7.2
3158.02
6.9
1.1
1.8
4.5
4852.835
6.4
7.1
1.4
2.6
2.643
12.8
-5.1
1.4
7.3
407.372
7.1
6.3
2.3
6.4
737.198
-1.5
8.9
9.1
13.7
0.294
-4.3
1.1
0.1
1
20495.85
3.7
2.4
12.3
25.3
14.168
11.2
5.9
3.4
13.8
23.322
36.8
11.9
1.6
7.7
2339.453
7.4
6.1
10.4
20.7
5.441
-0.5
3.7
0.2
0.5
106.004
6.1
6.3
0.4
0.8
232.686
4.7
4.7
8.9
20.7
1403.005
0.3
-3.9
2.5
8.5
150.899
17.4
-3.5
0.3
1.6
23.928
6.7
5.3
0.4
2.2
130.982
4.1
-1.6
2.6
4.8
689.647
10.6
4.4
4.8
15.9
44.184
5.6
5.8
0.2
0.2
263.751
-17.6
2.2
2
6.8
3.048
9.1
1.6
0.3
0.8
221.368
-1.8
-2.1
0.9
2.1
3414.463
12.9
3.7
10.4
18.5
1.363
6.8
6.1
0.9
1.5
4.751
12.2
-0.9
0.7
4.1
455.487
-6.5
-8.9
2.3
7.7
3476.587
12.5
14
29
42
0.062
-9.5
7
0
0.1
128.941
9.1
6.9
0.4
2.9
362.03
3.2
2.6
0.2
4.6
5826.093
2.3
1.5
0.9
3.3
607.764
13.3
15.8
9.4
11.1
256.561
10
8.7
6.6
11
1722.48
6.2
3.6
3.4
9.4
4.233
15.8
4.3
0
0.2
662.503
17.6
17.9
6.4
13.9
140.725
-2.6
1.2
4.8
10.1
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
6
2015 AD-TO-SALES RATIOS
Industry Name
WOMEN'S CLOTHING STORES
WOMENS,MISSES,JRS OUTERWEAR
WOOD HSHLD FURN, EX UPHOLSRD
X-RAY & RELATED APPARATUS
SIC
Code
No.
5621
2330
2511
3844
Annual Annual
2014 Ad 2015 Ad
Ad
Sales 2015 Ad 2015 Ad
Spending Spending Growth Growth $ as % of $ as % of
($Millions) ($Millions) Rate (%) Rate (%)
Sales
Margin
1058.796 1093.17
3.3
3.6
3.7
8.1
4278.918 4582.941
4.7
0.9
11.3
17
16.207
17.911
10
3.4
4.7
8.7
13.391
10.482
-24.8
7.4
0.4
0.5
Source: Schonfeld and Associates, Inc. - 2015 Advertising Ratios and Budgets
7
2015 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 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 - 2015 Advertising Ratios & Budgets