2014 AD-TO-SALES RATIOS
Industry Name
ABRASIVE,ASBESTOS,MISC MINRL
ACCIDENT & HEALTH INSURANCE
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
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
SIC
Code
No.
3290
6321
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
2111
5734
7373
7374
7370
4991
8731
6020
2750
3669
2013 Ad
Spending
($000)
225.696
434.77
0.064
163.468
11.637
6.358
3279.109
219.065
582.141
4929.616
134.436
7.972
22.196
294.463
231
1606.735
450.594
20.104
4.201
321.801
808.069
398.871
3.994
22.705
0.443
2400
1166.305
63.45
224.872
110.451
359.52
1.823
5138.281
133.384
4237.9
44.1
157.748
507.801
42.627
4585.561
3.817
723.676
51.116
329.19
132.207
16574.34
135.44
76.956
0.384
4.269
53.392
2014 Ad
Spending
($000)
222.326
460.763
0.072
161.805
10.487
7.069
3124.413
197.087
610.637
5561.66
134.286
8.21
23.289
309.797
236.995
1742.265
473.031
21.223
4.318
334.549
864.446
446.722
4.558
25.37
0.317
2554.798
1270.571
44.417
246.91
121.363
360.478
1.855
5374.467
126.07
4440.137
36.258
169.08
496.349
47.148
5372.654
4.822
769.714
44.32
370.313
142.155
18906.66
159.782
83.071
0.408
4.748
5.515
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
-10.9
10.6
-98.4
5.4
-100
-31
-77.1
20.6
21.1
9.3
9
1.4
95.2
-35.2
4.5
2.5
3.9
7.6
7.5
-2.9
-2.2
7.2
7.7
11.3
23.2
9.1
-97.5
6.4
3.6
14.3
2.9
3.7
12.6
16.9
5.8
21
1.5
-3.5
11.7
10.5
8.1
7.9
10.9
-1
10.1
-4.9
3.7
-41.7
20
12.1
7.7
Annual
Sales
Growth
Rate (%)
6.6
10.4
-7.4
-5.1
2.3
-5
-1.8
6.6
8.5
19.2
7.1
3.1
7.5
10.8
0.9
11.6
4
9.5
-1.8
-4.6
2.8
7.2
3.6
11.1
3.3
5.5
5.6
-0.1
4.1
16.3
4.2
5.2
9.5
7.3
1
0.1
-1.7
-0.1
11.8
8.9
10.1
5.5
9.3
3.4
12.7
11.5
10.1
4.7
17.6
6.6
2.9
2014 Ad
$ as % of
Sales
3.4
1
3
1.9
0
0.4
5.2
0.7
0.8
1.5
0.8
0.1
0.9
3.5
6.1
4.4
3.1
2.2
0.1
1.3
0.5
1.5
0.2
0.5
0.5
3.9
1.8
0.2
6.6
1.3
3.2
0.2
4.5
0.4
2.1
0.2
1.8
3.3
0.6
4
1
0.7
0.5
0.4
0.2
5.8
0.4
0.6
0.7
0
0.1
2014 Ad
$ as % of
Margin
1.8
2.4
0
1
0
-25.3
0.4
0.4
0.8
2.8
65.1
0.1
2.5
0.2
12.1
9.5
6.9
0.8
8.4
8.5
9.7
5.9
17.9
1.1
5.8
15.4
1.7
6.8
7.2
12.5
21.5
8.6
9
1.5
1.2
5.7
1
8.9
3.5
1.8
8.7
9.6
16.2
11.4
17.5
0.8
12.9
2.2
1.7
20
9
1
2014 AD-TO-SALES RATIOS
Industry Name
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 SERVICES
CRUDE PETROLEUM & NATURAL GS
CUT STONE AND STONE PRODUCTS
CUTLERY, HANDTOOLS,GEN HRDWR
DAIRY PRODUCTS
DENTAL EQUIPMENT & SUPPLIES
DEPARTMENT STORES
DETECT,GUARD,ARMOR CAR SVCS
DIRECT MAIL ADVERTISING 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
DURABLE GOODS-WHOLESALE, NEC
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
ELECTRICAL WORK
ELECTROMEDICAL APPARATUS
ELECTRONIC COMP, ACCESSORIES
ELECTRONIC COMPONENTS, NEC
ELECTRONIC COMPUTERS
ELECTRONIC CONNECTORS
ELECTRONIC PARTS,EQ-WHSL,NEC
SIC
Code
No.
4899
3570
3576
3577
7371
3572
5045
3272
3270
9997
3530
3531
1700
5412
2670
2052
7323
1311
3281
3420
2020
3843
5311
7381
7331
2085
4888
3942
3357
5912
5122
5000
5099
5810
5812
8200
5063
3825
3677
3600
3634
3640
4911
3620
1731
3845
3670
3679
3571
3678
5065
2013 Ad
Spending
($000)
1916.412
1191.594
316.279
1128.138
0.708
205.125
459.304
0.53
87.884
516.003
360.914
97.585
15.855
0.105
523.848
30.4
235.988
149.36
16.589
110.086
592.914
161.522
4917.272
0.133
206.6
3370.088
10639.79
760.305
22.275
1332.944
358.141
253.706
0.431
4.618
4290.564
2498.288
35.466
28.261
0.005
5252.219
147.281
47.797
245.266
13.815
0.573
524.999
92.037
256.149
1161.97
0.207
0.725
2014 Ad
Spending
($000)
2017.89
1109.31
313.091
1019.185
0.666
236.669
497.265
0.562
77.046
566.803
405.518
95.79
30.926
0.111
531.443
38.774
240.145
7.027
20.713
117.407
629.422
181.009
4722.791
0.136
236.099
3466.802
11202.26
794.576
22.275
1325.981
378.203
275.269
0.548
4.884
4490.067
2397.816
38.604
28.989
0.006
5014.009
173.769
50.932
241.047
13.641
0.406
564.313
84.752
269.522
1297.565
0.247
0.611
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
7.4
-14.4
3.9
9
5.1
1
3.6
-5.3
0.3
-1.1
9.1
-4.8
8.8
5
22.8
-14.6
4.2
-2.3
11.7
8.3
3.8
19.2
4.5
3.3
14
-6
2.5
10.5
2.4
18.1
-8.2
4.9
3.5
2.9
3
15.2
-0.3
6.1
19.2
-10.5
6.6
20
-1.5
5.8
1.3
4.5
-1.6
-12.3
0.5
5.6
10.1
Annual
Sales
Growth
Rate (%)
3.3
3.8
4.1
3.5
2.3
1.1
-3
0.4
-3.5
-4.2
5.2
3.5
9.8
3.5
-0.9
3.4
4.2
-0.6
10.2
10.2
3.4
17
3.4
1.1
0.3
-1.7
-0.5
12.1
2
10.6
-8.1
7.4
6.5
1
3
7.9
9.2
6.5
3.7
9.1
11.1
12.7
0.2
2.1
-6.1
-10.1
0.7
-2.6
2.8
3.6
2.6
2014 Ad
$ as % of
Sales
5.2
0.6
0.4
2.6
0
0.3
0.5
2
0.9
0.3
0.8
0.1
0.7
0.4
0.7
2.1
1.8
0.2
5.1
1.4
2.1
3.4
4.4
0
4.8
13.9
9
11
0.4
0.3
0.1
0.4
1.1
3.8
2.7
11.1
0.2
0.4
0
3.5
8.1
0.6
0.3
0
0
1
1.3
0.5
0.6
0.5
0
2014 Ad
$ as % of
Margin
0.6
1.4
3
0.9
6.6
1.9
13.9
5.9
5.9
0.2
0.1
0.5
13.6
0.9
1.9
0
7.3
4.9
1.5
2.6
27.3
20.2
30.1
5.2
3.5
13.6
4.8
5
1.1
2.9
7.3
22.3
0.3
1.4
4.1
4.5
7.1
0.6
1.9
3.5
6.9
10.5
13.1
2.1
1.5
1.3
1.9
1.6
1.8
3
4.6
2
2014 AD-TO-SALES RATIOS
Industry Name
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
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
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
SIC
Code
No.
7361
8711
3510
8700
7359
3443
3060
5651
3523
5150
2070
6172
6331
2000
5400
3140
6099
5712
3944
3569
3560
3231
1040
2040
5140
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
2013 Ad
Spending
($000)
65.844
134.524
324.57
41.083
351.607
14.232
1.568
1885.039
436.647
3.9
8.41
153.105
3856.726
11955.76
109.612
306.865
2419.213
271.2
461.788
36.242
222.805
1.288
70.523
3075.987
1365.876
2658.316
38.309
77.163
24.954
4782.295
178.816
629.149
857.488
71.678
1533.056
14.59
610.841
0.052
672.62
4342.847
709.758
0.323
62.982
0.5
171.16
15.076
105.273
14.371
554.502
92.597
3651.698
2014 Ad
Spending
($000)
71.126
151.885
337.324
41.693
325.29
16.242
1.623
2024.944
457.538
4.296
4.196
172.12
4094.405
12542.03
114.701
304.946
2502.327
307.44
462.574
37.784
228.124
1.369
74.369
3382.743
1352.662
2845.438
36.061
78.484
28.535
6685.366
195.801
616.2
915.182
73.359
1628.073
15.818
618.36
0.053
726.103
3891.096
800.124
0.312
70.379
0.557
179.349
16.219
102.935
16.307
632.354
101.872
3944.865
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
11.2
9.6
7.4
0.7
3.6
4.6
11.9
-1.9
1
7.9
1.2
-3.3
-6.6
1.1
9.9
-32
11.9
4.2
-7.2
11.1
13.9
-0.7
-10.6
-21.7
10.7
0.2
-4.7
23.3
6.6
1.3
6
7.2
16.6
6.3
-11
-18.3
-4.3
-14.1
-67.1
-7.9
3.3
4.7
6.3
17.6
5
2.4
-13
6.1
-3.4
6.2
10.5
Annual
Sales
Growth
Rate (%)
12.6
12.2
5.5
2.6
-0.7
6.9
1.1
-2.7
13.8
3.6
9.8
-0.3
-8.5
-1.6
10.7
0.3
2
2.8
-10.4
15.8
8.6
5.6
-13.5
5.5
11.2
2.1
-13
4
4.5
22
5
3.9
10.1
4.8
-1.6
0
0.7
-11.6
-36.4
-3.4
-1.5
3.4
6.9
-0.7
5.1
6.9
-28.6
5.7
-2.4
5.6
16.7
2014 Ad
$ as % of
Sales
0.8
0.3
1
0.4
2.4
0.8
0.1
2
0.6
0.1
0.8
1.2
0.8
5.5
2.2
3
6.7
6.6
9.9
0.8
0.5
0.2
0.4
6.7
1.6
0.8
3.1
0.3
0.4
10.4
0.5
3.7
3.7
1.3
0.4
0.2
1.3
0.8
1.8
5
6.8
2.2
0.9
0.2
0.3
0.5
0.7
0.1
0.9
0.3
3.1
2014 Ad
$ as % of
Margin
2.5
2
3.5
0.6
3.7
2.1
3.6
0.4
0.2
2.6
4.3
0.4
2.1
1.2
2.7
1.3
0.8
1.4
2.2
1.4
0.6
0.7
5
0.7
2.2
2.1
9.8
0.6
0.5
0.1
1.3
7.7
17.9
1.5
98.7
3.9
2.2
10.5
0.2
4.7
0.3
3.1
0.1
1.2
1.7
7.6
2.5
11
0.1
3.5
4.6
3
2014 AD-TO-SALES RATIOS
Industry Name
INVESTORS, NEC
IRON AND STEEL FOUNDRIES
JEWELRY STORES
JEWELRY,SILVERWR,PLATED WARE
KNIT OUTERWEAR MILLS
KNITTING MILLS
LAB ANALYTICAL INSTRUMENTS
LAB APPARATUS AND FURNITURE
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 MANUFACTURNG INDUSTRIES
MISC NONDURABLE GOODS-WHSL
MISC PDS OF PETROLEUM & COAL
MISC PLASTICS PRODUCTS
MISC SHOPPING GOODS STORES
MISC TRANSPORTATION EQUIP
MISCELLANEOUS METAL ORES
SIC
Code
No.
6799
3320
5944
3910
2253
2250
3826
3821
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
3990
5190
2990
3080
5940
3790
1090
2013 Ad
Spending
($000)
0.441
5.133
638.716
3.785
0.9
161.541
175.78
0.601
227.759
20784.64
184.254
2430.791
852.824
6.144
5.689
5.023
316.869
4394.285
254.992
0.79
0.955
380.785
664.722
56.97
23.553
146.164
20.291
1277.118
25.162
49.17
0.55
409.57
304.869
1043.078
475.437
172.818
266.009
5.942
650.154
185.61
38.051
414.283
7.431
49.91
280.88
7.815
26.601
2.9
1870.945
111.927
4.4
2014 Ad
Spending
($000)
0.443
5.369
683.163
7.411
1.042
155.122
185.942
0.613
267.38
16789.16
210.944
2499.715
939.476
6.478
5.082
4.426
369.049
4560.439
264.572
0.617
0.91
423.346
682.504
57.091
24.829
152.745
20.561
1382.442
27.848
0.158
0.45
414.267
313.182
1128.865
574.941
186.146
273.237
6.336
662.272
198.117
38.373
470.678
8.133
52.788
295.213
8.983
32.153
2.977
1833.944
125.712
0
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
3.1
18.8
4.5
11.8
-0.8
1.6
12.6
-14
2.8
5.2
6.3
10
3.7
2.4
10.6
12.8
6.7
9.9
-5.9
11.9
96.6
4.3
-0.4
4.7
-1
4.2
0
9.2
4.1
15.7
4.8
4.4
10.3
2.8
-1.4
2.5
39.8
0.4
4.2
4.2
4.8
-4.2
39.9
1.6
14.6
18
7.2
-27.6
8.7
5.5
-100
Annual
Sales
Growth
Rate (%)
5.1
-0.6
5.2
10.8
-2.4
4.1
6
-7.6
-10.6
4.2
-4.2
8.6
3.8
2.4
8.5
11.1
1.7
9.6
-8.5
9.7
0.2
1.3
-1.6
3.3
-1.2
5.3
2.1
4.9
1.8
5
4.6
6.2
11
5.5
2.9
-0.8
4.9
0
5.9
0.6
4.5
2.3
39.2
2.7
15.8
-0.7
-2.2
13.9
5.5
13.1
-2.4
2014 Ad
$ as % of
Sales
1.7
0.5
5.8
1.7
0.9
3.4
0.5
0.4
3.1
2.2
6.9
1.5
6.1
0.1
0.1
0.7
25.4
3.9
0.6
0
0.2
1.6
1.1
0.2
0.2
3.7
0.6
4.9
1.3
0
0
1.5
3.7
1.8
1
4.7
1.9
0.3
2.2
2
0.2
3.8
0.5
0.1
3.5
0.1
0.6
0.6
3.4
1.2
0
2014 Ad
$ as % of
Margin
0.4
7.1
3.2
4.9
9.3
1.6
0.2
0.5
0.7
0.9
0.3
2.8
0.2
2
5.6
0.9
1.4
9
2.1
10.3
6.1
19.7
18.6
24.5
11.6
6.7
-2.6
2.1
11.5
7.3
2.6
1.8
36.3
0.3
5.2
5.9
8.2
21.9
4.8
23.5
10.9
1.9
0.6
0.3
1.1
1.3
1.6
0.1
1.4
0.5
0
4
2014 AD-TO-SALES RATIOS
Industry Name
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
MOTOR VEHICLE PART,ACCESSORY
MOTOR VEHICLES & CAR BODIES
MOTORCYCLES,BICYCLES & PARTS
MOTORS AND GENERATORS
NEWSPAPER:PUBG, PUBG & PRINT
NON-OPERATING ESTABLISHMENTS
OFFICE FURNITURE
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
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
PHOTOFINISHING LABORATORIES
PHOTOGRAPHIC EQUIP & SUPPLY
PLASTC,SYNTH MATLS;EX GLASS
PLASTICS PRODUCTS, NEC
PLASTICS,RESINS,ELASTOMERS
POULTRY SLAUGHTER & PROCESS
PREFAB METAL BLDGS AND COMP
SIC
Code
No.
2741
5900
2451
6162
7812
7822
7830
3716
5010
5013
3714
3711
3751
3621
2711
9995
2520
3533
1389
1382
6792
1531
6513
6512
3851
3827
3480
3842
2851
5110
2621
2540
6794
3950
2844
2721
6141
7200
5171
2911
5172
2834
4813
3652
7384
3861
2820
3089
2821
2015
3448
2013 Ad
Spending
($000)
9.8
143.04
0.203
113.221
775.18
3.4
107.773
4.875
6.356
57.9
1670.167
37776.79
91.1
56.718
854.233
12.563
4.249
26.341
255.517
12.167
0.037
316.834
0.041
27.273
705.823
5.597
74.678
433.601
1148.088
0.014
1209.191
0.097
232.46
271.5
16563.84
268.825
1113.438
997.538
1.69
2652.615
258.015
22602.71
14691.73
65.829
87.5
336.589
359.629
279.474
5.489
25.077
6.684
2014 Ad
Spending
($000)
9.75
155.711
0.136
138.79
880.109
5.446
116.733
5.414
2.893
62.88
1768.672
40319.52
95.126
60.107
885.255
19.32
4.578
26.614
309.649
14.475
0.041
348.611
0.037
27.838
781.783
5.952
80.423
442.329
1182.44
0.016
1278.055
0.103
242.555
269.791
17332.42
254.89
1100.992
1026.29
2.027
2716.974
257.223
22172.47
15081.25
54.866
114.093
317.219
432.03
286.814
4.641
27.492
7.36
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
7.8
0.3
-20.2
8
-16.5
1.5
-5.8
-10.7
-1.9
5.7
24.4
16.5
5.5
5.4
-0.6
9.2
18.3
-0.4
13.7
9.1
2.8
-4
3.6
4.8
5.4
5.3
6.9
3.7
4.6
7.2
7.2
7
6.5
12.6
-8.6
-14.3
-34.2
5.6
4.5
8.1
-0.9
-2
6.7
-2.1
15.5
9.5
6.2
3.3
0
-3.4
20.9
Annual
Sales
Growth
Rate (%)
3.9
4.7
0.3
4.3
-2.6
0.8
-4.3
7.6
13.4
6.8
25.8
10.1
3.8
3.6
5.7
7.8
9.9
5.5
8.6
8.5
4.1
-3.6
3.4
10.6
3.4
3.1
6.8
4.5
5.3
4
5.6
6.3
6.8
14.2
-10.7
-3
-15.5
4.3
3.5
2.8
12
-0.1
4.6
-2.9
12.7
6.5
-1.6
7.9
6.9
11.3
-1.4
2014 Ad
$ as % of
Sales
0.1
1.1
0.6
2.2
8.7
2.1
0.7
0.5
0
0.4
0.7
2.6
1.4
0.4
5
1.9
0.2
0
0.3
0.2
35.3
0.6
0.1
0.1
6
0.2
1.1
1.4
2.3
0.1
1.4
0.7
7.5
4.8
21.1
3.8
1.7
10
0
0.1
0.3
3.7
2.8
1.9
12.1
0.9
0.5
1.5
0
0.2
0.5
2014 Ad
$ as % of
Margin
5.7
0.8
1.2
0.9
0
1.1
15.8
0.3
1.8
1
2.4
0.1
1.4
7.7
9.1
1
0.2
2.9
0.7
3.8
4.3
14
3.3
6
3.2
1.3
4.7
2.5
7.4
8.9
5.4
6.1
9.4
15.8
10
1.7
2.2
5.9
10.2
2.7
1.8
11.9
11.7
9.9
12.8
8.9
2.5
12.6
3.7
10.1
1.7
5
2014 AD-TO-SALES RATIOS
Industry Name
PREFAB WOOD BLDGS,COMPONENTS
PREP FRESH,FROZN FISH, SEAFD
PREPACKAGED SOFTWARE
PRIM SMELT,REFIN NONFER METL
PRINTED CIRCUIT BOARDS
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
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
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
SIC
Code
No.
2452
2092
7372
3330
3672
5040
2531
3561
3612
7948
4832
3663
5731
4812
6500
6531
6798
6510
5735
3580
4953
5990
3350
3021
4950
2013
2421
6200
6211
3674
3730
5661
6153
8051
2840
8300
8093
2842
3550
3559
3949
3812
3312
3310
6552
2060
3841
7340
3613
3661
4833
2013 Ad
Spending
($000)
7.772
24.469
7348.234
52.419
0.03
0.012
0.876
285.763
1.002
43.068
573.631
3524.25
996.502
24686.35
160.457
837.203
3803.88
6.791
7.401
24.757
32.561
577.534
154.077
3032
0.029
3.382
0.716
473.527
4037.668
4605.867
2.113
341.634
516.901
0.428
19851.84
10.5
0.244
1957.766
0.895
201.006
196.862
1391.865
494.917
16.469
60.27
665.445
37.568
230.399
1.6
254.064
3413.903
2014 Ad
Spending
($000)
9.464
28.892
7764.621
51.467
0.031
0
0.759
314.677
1.32
44.129
776.186
3343.067
915.162
24964.87
134.22
951.947
4035.535
8.499
5.303
27.574
33.093
635.244
133.023
3183.932
0.043
3.518
0.677
524.261
4145.016
4815.465
2.595
366.294
488.455
0.491
20626.91
12.048
0.308
2406.852
0.882
187.912
206.228
1380.345
500.788
17.451
61.982
726.828
38.988
263.441
1.721
242.511
3399.191
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
19.3
14.2
11.7
8.9
3.7
6.7
-19.3
5
5.9
6.1
10.2
-8.2
25
1.8
-13.7
12.9
4.4
10.7
4.4
5.7
-1.3
1.7
2
1.9
2.4
-8.2
1.9
15.3
13.7
12.6
5.7
-5.5
8.5
8.7
12.8
-5.9
5.4
11.8
7
7.4
2
25.1
-5.2
13.3
10.6
13.2
48.4
8.3
16.6
5.3
2.3
Annual
Sales
Growth
Rate (%)
23
29.3
-7.6
1.8
-3.2
6.2
6.2
3.4
9.9
4.6
5.8
9.7
16.2
10.7
-1.8
9.6
6.2
-8.7
2.5
7.8
19.4
4.6
4.4
-3.4
2.1
5.4
-1.4
12.9
8.5
4.5
10.5
6.8
7.3
1.2
8.3
11.3
7.3
-0.6
3.7
4.2
-7.7
18.4
2
16.2
9.1
5.8
28
9.1
12.4
9.2
0.9
2014 Ad
$ as % of
Sales
0.4
0.8
2.8
0.4
0.1
0
0.6
1
0.2
2.3
4.4
3.3
2.2
2.5
1.5
4.4
3.1
8.3
0.8
0.9
0.1
3.5
0.2
9.7
0
2.6
0.3
4
2.1
1.6
1.3
2.3
6.7
0.2
12.3
3.1
0.3
10
0.2
1
10.3
2.6
0.2
0.4
0.7
4.6
0.1
2.4
0.2
0.8
12.1
2014 Ad
$ as % of
Margin
4.9
15.8
3.4
9.8
6.5
8.6
9.7
4.1
2
3.1
1.1
8
-5.4
0.2
0.2
13.2
1.8
39.7
10.4
8.9
3.9
0.8
4.9
26.1
3.8
0
2.6
35.8
12
9.6
2.8
2.8
1.7
2.2
9.6
0
3.6
0.6
0.5
5.3
0
19.3
2.5
0.8
3.3
22.3
9.3
3
12.1
11.5
5.7
6
2014 AD-TO-SALES RATIOS
Industry Name
TESTING LABORATORIES
TEXTILE MILL PRODUCTS
TIRES AND INNER TUBES
TOTALIZING FLUID METERS
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
SIC
Code
No.
8734
2200
3011
3824
4700
3713
4213
4210
5331
7841
3873
4400
1623
2084
2340
5621
2330
2511
3844
2013 Ad
Spending
($000)
1.371
4.206
456.989
5.609
2246.26
0.081
71.817
268.504
5783.224
437.9
197.2
1604.954
3.527
376.629
167.179
1181.134
5069.136
107.854
14.709
2014 Ad
Spending
($000)
1.544
5.183
422.027
4.828
2481.13
0.078
79.178
268.428
5999.444
520.147
222.874
1674.466
3.604
435.079
165.428
1268.754
5654.46
116.988
16.714
Source: Schonfeld and Associates, Inc. - 2014 Advertising Ratios and Budgets
Annual
Ad
Growth
Rate (%)
7.9
2.5
1.5
12.8
8.4
5.7
2.3
6.3
25.3
-4.4
13
1.5
12.9
4.1
12
-22.3
3.7
49.3
7.9
Annual
Sales
Growth
Rate (%)
7.5
4.5
6.1
1.3
8.7
1.1
-1.3
10.9
7.3
-6.2
12.3
3.2
2.3
8.5
8.9
13.2
5.1
274.2
5.7
2014 Ad
$ as % of
Sales
0.9
0.7
2
0.2
26.7
0
0.3
0.2
0.9
10.5
6.2
3.6
0
5.5
5.5
4.3
10.3
3.1
0.6
2014 Ad
$ as % of
Margin
4.2
12.5
1.9
1.4
1
0.4
3.4
0.5
-10000
22.2
12.7
0.7
1
1.9
1.5
0.1
1.8
6
4.1
7
2012 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 forecastsing 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 - 2014 Advertising Ratios & Budgets