2013 Advertising Sales Growth by SIC Industry Classification
Industry Classification
Computer Processing,Data Prep Svc
Photofinishing Laboratories
Security & Commodity Brokers
Electric Housewares And Fans
Industrial Organic Chemicals
Lumber, Plywd, Millwork-Whsl
Cutlery, Handtools,Gen Hrdwr
Bituminous Coal, Lignite Mng
Air Transport, Scheduled
Engineering Services
Mailing,Repro,Comml Art Svcs
Motion Pic, Videotape Prodtn
Subdivide, Dev, Ex Cemetery
Cogeneratn-Sm Power Producer
Engines And Turbines
Agricultural Chemicals
Leather And Leather Products
Employment Agencies
Special Clean,Polish Preps
Misc Food Preps, Kindred Pds
Paperboard Containers, Boxes
Watches, Clocks And Parts
Video Tape Rental
Catalog, Mail-Order Houses
Furniture Stores
Ball And Roller Bearings
Misc Chemical Products
Computer Storage Devices
Pumps And Pumping Equipment
Cmp Integrated Sys Design
Meas & Controlling Dev, Nec
Tires And Inner Tubes
Petroleum,Ex Bulk Statn-Whsl
Sugar & Confectionery Prods
Apparel & Other Finished Pds
Apparel And Accessory Stores
Auto Rent & Lease,No Drivers
Real Estate
Womens,Misses,Jrs Outerwear
Cmp Programming,Data Process
Misc Fabricated Metal Prods
Misc Business Services
Dental Equipment & Supplies
Electronic Computers
Misc Manufacturng Industries
Electronic Components, Nec
Dairy Products
Convrt Papr,Paprbrd,Ex Boxes
SIC
Industry
Code
7374
7384
6200
3634
2860
5031
3420
1220
4512
8711
7330
7812
6552
4991
3510
2870
3100
7361
2842
2090
2650
3873
7841
5961
5712
3562
2890
3572
3561
7373
3829
3011
5172
2060
2300
5600
7510
6500
2330
7370
3490
7380
3843
3571
3990
3679
2020
2670
Annual ad growth Advertising as Advertising as
%
% of Sales
% of Margin
31.8
25.5
24.4
19.5
19.5
19.1
18.7
18.6
18.3
18.3
17
16.7
16.6
16.5
16.5
16.4
16.1
15.8
15.5
15
15
15
14.9
14.8
14.8
13.4
12.9
12.6
12.5
12.2
12.2
12.2
12.1
12
11.9
11.8
11.7
11.7
11.7
11.6
11.6
11.4
11.2
11.1
10.9
10.8
10.5
10.4
0.4
11.2
2.4
6
0.7
1.8
2.6
0.2
1.3
0.3
25
16.6
0.9
0.4
0.9
5.8
2.9
1
9.8
3.3
3.8
7.8
9.8
3.5
8.1
0.6
1.6
0.3
0.7
1.1
1.1
2
0.2
4.2
5
3.5
1.5
1.3
10.1
5.3
0.5
4.6
2.7
0.8
3.3
0.5
2.2
0.9
1
18.4
6.4
14
4.2
12.1
6.3
1.2
7.9
0.8
35.3
35.5
2.7
1.1
3.4
13.6
4.3
2.3
20.1
8.5
14.7
13.2
12.5
12.8
18.5
1.8
4.5
0.5
1.8
1.9
2.2
9.7
3.3
15.4
10.6
7.8
3.3
8.2
15.9
9.2
1.7
5.5
4.3
2
6.2
1.5
8.7
2.4
Miscellaneous Retail
Electromedical Apparatus
Machinery And Equipment-Whsl
Metalworking Machinery & Eq
Retail Stores, Nec
Bldg Matl,Hardwr,Garden-Retl
Farm Machinery And Equipment
Help Supply Services
Shoe Stores
Elec Meas & Test Instruments
Electronic Parts,Eq-Whsl,Nec
General Industrial Mach & Eq
Household Furniture
Trucking, Except Local
Radio Broadcasting Stations
Jewelry Stores
Ophthalmic Goods
Motor Vehicles & Car Bodies
Drugs And Proprietary-Whsl
Auto Dealers, Gas Stations
Investment Advice
Millwork,Veneer,Plywood
Petroleum Refining
Television Broadcast Station
Transportation Services
Real Estate Agents & Mgrs
Mens,Boys Frnsh, Work Clthng
Personal Services
Blankbooks,Binders,Bookbind
Motor Vehicle Part,Accessory
Coml Physical, Biologcl Resh
Semiconductor,Related Device
Women's Clothing Stores
Accident & Health Insurance
Can Fruit,Veg,Presrv,Jam,Jel
Wmns,Miss,Chld,Infnt Undgrmt
Distilled And Blended Liquor
Family Clothing Stores
Household Appliances
Indl Inorganic Chemicals
Meat Packing Plants
Conglomerate
Ortho,Prosth,Surg Appl,Suply
Prepackaged Software
Beverages
Biological Pds,Ex Diagnstics
Operative Builders
Home Furniture & Equip Store
Misc Amusement & Rec Service
Wood Hshld Furn, Ex Upholsrd
Equip Rental & Leasing, Nec
Motorcycles,Bicycles & Parts
Real Estate Investment Trust
5900
3845
5080
3540
5990
5200
3523
7363
5661
3825
5065
3560
2510
4213
4832
5944
3851
3711
5122
5500
6282
2430
2911
4833
4700
6531
2320
7200
2780
3714
8731
3674
5621
6321
2033
2340
2085
5651
3630
2810
2011
9997
3842
7372
2080
2836
1531
5700
7990
2511
7359
3751
6798
10.1
9.7
9.6
9.6
9.6
9.4
9.3
9.3
9.2
9.1
9.1
9.1
9.1
9
8.9
8.8
8.8
8.6
8.5
8.3
8.2
8.2
8.2
8.2
8.2
8.1
8
8
7.9
7.9
7.8
7.8
7.7
7.4
7.4
7.4
7
7
7
7
7
6.9
6.9
6.8
6.6
6.6
6.6
6.5
6.5
6.5
6.2
6.1
5.9
0.9
1
0.9
0.7
3.2
2.1
0.7
0.4
3
0.4
0.4
0.5
7.1
0.2
2.5
6
6.1
2.8
0.1
0.6
3.3
3.9
0.2
9.1
24.2
4.2
3.6
10.6
6.9
0.7
0.5
1.6
4.2
1
1.8
6
13.8
1.9
1.9
0.3
1.1
0.2
1.3
3.2
4.7
1.5
0.9
3.6
1.6
2.2
1.5
1.4
3.2
3
1.4
3.2
1.9
8.1
5.3
2.4
1.7
8.2
0.8
3.2
1.4
20.7
1.8
4.4
12
9.1
12.7
1.1
4.4
10.5
14.1
1
17.2
34.5
13
6.8
26.4
14
3.5
1.6
3.2
8.9
5.6
6
13.9
21.4
5.1
8.6
0.8
9.3
4.5
1.9
4.4
8
2.2
4.6
9.2
3.9
6.4
1.9
3.4
8.3
Computers & Software-Whsl
Soap,Detergent,Toilet Preps
Grocery Stores
Misc Elec Machy,Eq,Supplies
Auto And Home Supply Stores
Surgical,Med Instr,Apparatus
Air Courier Services
Cable And Other Pay Tv Svcs
Dolls And Stuffed Toys
Groceries & Related Pds-Whsl
Rubber And Plastics Footwear
Water Transportation
Food Stores
Social Services
Plastics Products, Nec
Computer & Office Equipment
Radiotelephone Communication
Agriculture Production-Crops
Credit Reporting Agencies
Perfume,Cosmetic,Toilet Prep
Communications Services, Nec
Functions Rel To Dep Bkg,Nec
Management Consulting Svcs
Motion Picture Theaters
Phone Comm Ex Radiotelephone
Advertising
Paints, Varnishes, Lacquers
Svcs To Dwellings, Oth Bldgs
Special Industry Machy, Nec
Educational Services
Btld & Can Soft Drinks,Water
Eating Places
Hotels And Motels
Air-Cond,Heating,Refrig Eq
Construction Machinery & Eq
Books: Pubg, Pubg & Printing
Durable Goods-Wholesale
Cigarettes
Malt Beverages
Can,Frozn,Presrv Fruit & Veg
Paperboard Mills
Security Brokers & Dealers
Games,Toys,Chld Veh,Ex Dolls
Computer Communication Equip
Business Services, Nec
Miscellaneous Publishing
Agricultural Services
Patent Owners And Lessors
Diversified Multi-Media
Pharmaceutical Preparations
Misc Shopping Goods Stores
Knitting Mills
Variety Stores
5045
2840
5411
3690
5531
3841
4513
4841
3942
5140
3021
4400
5400
8300
3089
3570
4812
100
7320
2844
4899
6099
8742
7830
4813
7310
2851
7340
3559
8200
2086
5812
7011
3585
3531
2731
5000
2111
2082
2030
2631
6211
3944
3576
7389
2741
700
6794
4888
2834
5940
2250
5331
5.7
5.6
5.5
5.5
5.4
5.4
5.3
5.3
5.3
5.1
5.1
5.1
4.9
4.9
4.8
4.7
4.7
4.6
4.6
4.6
4.4
4.4
4.3
4.3
4.3
4.2
4.2
4.2
4.1
3.9
3.7
3.7
3.7
3.6
3.5
3.4
3.3
3
3
2.7
2.6
2.5
2.4
2.3
2.1
2.1
2
2
1.8
1.7
1.6
1.4
1.1
0.4
11.9
0.8
2.4
1.4
0.3
0.7
1.9
10.6
1.5
9.7
3.8
2.2
2
1.7
0.6
2.7
0.8
2.5
20.7
4.3
7.2
0.6
0.8
3.1
1.8
1.7
0.9
0.5
12.4
3.8
2.6
1.3
1.7
0.1
1.5
0.4
1
4
4
0.2
2
9.6
0.5
1.7
1.9
5.4
5.3
8.6
3.7
3.1
2.7
1.1
4.9
23
3.2
7.3
2.7
0.5
3.6
4.6
19.6
8.1
22.5
12
6.1
9.3
5.2
2.1
5.8
2.2
4.1
29.6
8.8
13.7
1.9
3.1
6.7
3.5
4.2
4.5
1.1
23.8
8.5
9.5
5.5
6.4
0.2
2.6
1.8
2
7.3
11.5
0.9
7
19.1
0.8
5.9
5.3
11.9
6.8
22.4
4.9
10.2
8
4.2
Radio,Tv,Cons Electr Stores
Abrasive,Asbestos,Misc Minrl
Hobby, Toy, And Game Shops
Operators-Nonres Bldgs
Short-Term Bus Credit, Ex Ag
Concrete,Gypsum,Plaster Pds
Department Stores
Personal Credit Institutions
Misc Transportation Equip
Lumber & Oth Bldg Matl-Retl
Ins Agents,Brokers & Service
Newspaper:Pubg, Pubg & Print
Paper & Paper Products-Whsl
Paper Mills
Sporting & Athletic Gds, Nec
Radio, Tv Broadcast, Comm Eq
Periodical:Pubg,Pubg & Print
Home Health Care Services
Amusement Parks
Groceries, General Line-Whsl
Electr, Oth Elec Eq, Ex Cmp
Motors And Generators
Wine,Brandy & Brandy Spirits
Finance Lessors
Ordnance And Accessories
Drug & Proprietary Stores
Misc Equip Rental & Leasing
Photographic Equip & Supply
Computer Peripheral Eq, Nec
Electric Services
Lab Analytical Instruments
Footwear, Except Rubber
Cmp And Cmp Software Stores
Srch,Det,Nav,Guid,Aero Sys
Lumber And Wood Pds, Ex Furn
Tele & Telegraph Apparatus
Food And Kindred Products
Grain Mill Products
Life Insurance
Fire, Marine, Casualty Ins
Hospital & Medical Svc Plans
Steel Works & Blast Furnaces
Gold And Silver Ores
Electronic Comp, Accessories
Metal Mining
Crude Petroleum & Natural Gs
5731
3290
5945
6512
6153
3270
5311
6141
3790
5211
6411
2711
5110
2621
3949
3663
2721
8082
7996
5141
3600
3621
2084
6172
3480
5912
7350
3861
3577
4911
3826
3140
5734
3812
2400
3661
2000
2040
6311
6331
6324
3312
1040
3670
1000
1311
1
0.8
0.7
0.7
0.5
0.4
0.3
0.3
0.2
0
-0.1
-0.3
-0.3
-0.5
-0.7
-0.8
-0.9
-1.1
-1.3
-1.5
-1.6
-1.6
-1.6
-1.7
-1.7
-1.8
-2.4
-2.4
-2.5
-2.5
-3.1
-3.3
-3.4
-6
-6.5
-7
-7.1
-7.2
-7.3
-7.9
-8.5
-9.4
-14.7
-15.1
-32.4
-96.2
2.5
18.7
3.6
0.2
1.5
0.3
4.5
1.3
2.2
1.5
0.1
1.3
1.3
2.4
9.1
3.2
3.4
1.5
6.1
1.4
2.4
0.8
5.3
0.6
1.6
0.5
0.7
1
2.5
0.4
0.4
3.6
0.7
4.5
0.8
0.9
9.6
9.6
1.4
0
1.3
0.1
0.3
1.1
0.1
0.3
9.9
75.2
9.3
0.6
2.2
1.1
12.7
2.6
10.5
4.3
0.9
4.8
8.4
11.2
23.7
11.6
5
4.1
12.8
16.7
7.5
3.3
11.4
0.9
5.8
1.9
0.9
2.3
4.9
2.4
0.8
9.3
2.2
16
3.9
2.4
24.1
27.4
10.3
0.1
6.2
1.1
0.7
5.5
0.2
0.5
SOURCE: Advertising Ratios & Budgets, 37th Edition, 188 pages. Published by Schonfeld & Associates.NOTE:
The 200 industries listed here were selected as the industries with the largest dollar volume of advertising based on
estimated 2013 spending. SIC = Standard Industrial Classification number; Ad $ as % Sales = Advertising / Net
Sales; Ad $ as % Margin = Advertising Expense/(Net Sales-Cost of Goods Sold); Annual Ad Growth Rate % =
Average Annual Compound Growth Rate in Ad Spending