2012 AD-TO-SALES RATIOS nnu SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate( Margin ABRASIVE, ASBESTOS, MISC MINRL 329019.974 20.919 4.6 5.6 0.3 0 ACCIdEnT HEALTH INSURANCE 6321 62646560.981 -5 52 ADHESIVES AND SEALANTS 2891 0.002 100 11.6 0 0 ADVERTISING 7310197.107197941 3.9 ADVERTISING AGENCIES 7311 0.119 65 AGRIC PROD-LVSTKANIMAL SPEC 200 7.927 9277 158 5.8 0.4 -4.5 AGRICULTURAL CHEMICALS 28703285.0573924.558 13.6 5.9 AGRICULTURAL SERVICES 700155.1156.407 2.5 4.8 102 AGRICULTURE PRODUCTION-CROPS 100289.196295.01 1.6 AIR COURIER SERVICES 4513454.77446815 -18 4 0.6 AIR TRANSPORT, NONSCHEDULED 4522 0.0080.007 9 AIR TRANSPORT. SCHEDULED 45122454.0342666457 3 12.6 0.7 0 AIR-COND HEATING REFRIG EQ 3585102216 -6.8 0.8 AIRCRAFT 3721205894211.871 2 -1.6 0.2 -6 AIRCRAFT AND PARTS 0.009 11.9 3.6 0.3 aIrPoRtS TERMINAL SERVICES 4581 2.245 2.335 3.9 13.6 4.8 AMUSEMEnT RECREATION SVCS 7900267.936292.044 10.5 AMUSEMENT PARKS 7996 115.5107.108 7.5 52 APPAREL OTHER FINISHED PDS 23001970.3922170.307 129 APPAREL AND ACCESSORY STORES 5600390.804415.16 66 3.5 APPAREL PIECE GDS. NOTNS-WHSI 51301838620.00 .5 ARRANGE TRANS-FREIGHT CARGO 4731 2.9133.261 113 14.1 0.1 0.2 AUTO AND HOME SUPPLY STORES 5531 12.774326.786 6.9 AUTO DEALERS. GAS STATIONS 5500621.795673.193 13.2 0.6 AUTO RENT LEASE NO DRIVERS 7510384.301402.152 6.8 1.5 1000 AUTO REPAIR. SERVICES. PARKING 7500 5.751 0.706 70.2 5.8 AUTOMATIC REGULATNG CONTROLS 38223.6753.949 7.2 13.1 2.5 57 BAKERY PRODUCTS 20501646716.986 3.5 0.5 0.8 BALL AND ROLLER BEARINGS 356288.463105.251 16.7 12 0.6 0.6 BEVERAGES 2080 51565735.703 10.8 16.2 4.3 4.5 BIOLOGICAL PDS.EX DIAGNSTICS 2836846552912.853 7 7.6 1.4 976 BITUMINOUS COAL, LIGNITE MNG 622873012 0.3 BLANKBOOKS. BINDERS. BOOKBIND 2780201.109194.729 2.4 6.9 BLDG MATL. HARDWR. GARDEN-RETL 520081.26889.371 11.3 0.3 BOOKS: PUBG. PUBG PRINTING 2731265.127271.735 0.9 BRDWOVEN FABRIC MILL. COTTON 2211 0.262 -38.2 1.5 0 TLd CAN SOFT DRINKS WAtER 20862005.462123. 4.4 BUSINESS SERVICES. NEC 7389429.799452.117 9.8 .5 -852 CABLE AND OTHER PAY TV SVCS 8413754.5933899.777 8.4 CALCULATEACCT MACH.EX COMP 357861.71967.007 8.9 0.5 CAN FRUIT, VEG, PRESRV, JAM, JEL 2033165318186.379 12 7.5 18 CAN FROZN. PRESRV FrUIT VEG 2030792446821.287 4.4 3.1 0 CARPETS AND RUGS 227335.847 0.074 3.9 0.5 13 CATALOG. MAIL-ORDER HOUSES 59612464.0152846.827 174 0 CEMENT HYDRAULIC 3241 3.136 3.745 183 -4.4 0.9 12 CHEMICALS ALLIED PDS-WHSL 0.012 10.2 CHEMICALS ALLIED PRODUCTS 28002371.0612447.883 3 10.1 8.7 CIGARETTES 2111537.099563446 CMP AND CMP SOFTWARE STORES 573474.04178.571 5.9 2.4 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin ABRASIVE,ASBESTOS,MISC MINRL 3290 19.974 20.919 4.6 5.6 0.3 0 ACCIDENT & HEALTH INSURANCE 6321 562.646 560.981 -5.1 2.4 1.3 5.2 ADHESIVES AND SEALANTS 2891 0.002 0 -100 11.6 0 0 ADVERTISING 7310 197.107 197.941 3.9 3.2 1.8 0 ADVERTISING AGENCIES 7311 0.119 0 -100 6.5 0 0 AGRIC PROD-LVSTK,ANIMAL SPEC 200 7.927 9.277 15.8 5.8 0.4 -4.5 AGRICULTURAL CHEMICALS 2870 3285.057 3924.558 18.2 13.6 5.9 0 AGRICULTURAL SERVICES 700 155.1 156.407 0.7 2.5 4.8 10.2 AGRICULTURE PRODUCTION-CROPS 100 289.196 295.01 2.7 1.6 1 0 AIR COURIER SERVICES 4513 454.77 446.815 -1.8 4 0.6 3.1 AIR TRANSPORT, NONSCHEDULED 4522 0.008 0.007 -14.6 9 0 0.1 AIR TRANSPORT, SCHEDULED 4512 2454.034 2666.457 8.3 12.6 0.7 0 AIR-COND,HEATING,REFRIG EQ 3585 102.216 95.55 -6.8 7.2 1.1 0.8 AIRCRAFT 3721 205.894 211.871 2.7 -1.6 0.2 -6 AIRCRAFT AND PARTS 3720 0.009 0.01 11.9 3.6 0 0.3 AIRPORTS & TERMINAL SERVICES 4581 2.245 2.335 3.9 13.6 1.5 4.8 AMUSEMENT & RECREATION SVCS 7900 267.936 292.044 8 10.5 3.9 -41 AMUSEMENT PARKS 7996 115.5 107.108 -7.5 5.2 5 6.3 APPAREL & OTHER FINISHED PDS 2300 1970.392 2170.307 10.5 12.9 4.8 0 APPAREL AND ACCESSORY STORES 5600 390.804 415.16 5.9 6.6 3.5 1.3 APPAREL,PIECE GDS,NOTNS-WHSL 5130 18.386 20.007 8.5 9.8 2.1 3 ARRANGE TRANS-FREIGHT, CARGO 4731 2.913 3.261 11.3 14.1 0.1 0.2 AUTO AND HOME SUPPLY STORES 5531 312.774 326.786 4.4 6.9 1.4 2.1 AUTO DEALERS, GAS STATIONS 5500 621.795 673.193 8 13.2 0.6 0 AUTO RENT & LEASE,NO DRIVERS 7510 384.301 402.152 5.3 6.8 1.5 0 AUTO REPAIR,SERVICES,PARKING 7500 5.751 0.706 -70.2 5.8 0 0 AUTOMATIC REGULATNG CONTROLS 3822 3.675 3.949 7.2 13.1 2.5 5.7 BAKERY PRODUCTS 2050 16.467 16.986 3.2 3.5 0.5 0.8 BALL AND ROLLER BEARINGS 3562 88.463 105.251 16.7 12 0.6 0.6 BEVERAGES 2080 5156 5735.703 10.8 16.2 4.3 4.5 BIOLOGICAL PDS,EX DIAGNSTICS 2836 846.552 912.853 7 7.6 1.4 -97.6 BITUMINOUS COAL, LIGNITE MNG 1220 62.28 73.012 17 21 0.2 0.3 BLANKBOOKS,BINDERS,BOOKBIND 2780 201.109 194.729 -2.9 2.4 6.9 9.1 BLDG MATL,HARDWR,GARDEN-RETL 5200 81.268 89.371 9.5 11.3 1 0.3 BOOKS: PUBG, PUBG & PRINTING 2731 265.127 271.735 2.7 1 1.6 0.9 BRDWOVEN FABRIC MILL, COTTON 2211 0.4 0.262 -38.2 1.5 0 0.3 BTLD & CAN SOFT DRINKS,WATER 2086 2005.46 2123.299 5 2.5 4.4 0 BUSINESS SERVICES, NEC 7389 429.799 452.117 5.6 9.8 1.5 -85.2 CABLE AND OTHER PAY TV SVCS 4841 3754.593 3899.777 3.6 8.4 1.7 0 CALCULATE,ACCT MACH,EX COMP 3578 61.719 67.007 8.5 8.9 0.5 0.1 CAN FRUIT,VEG,PRESRV,JAM,JEL 2033 165.318 186.379 12 7.5 2.3 1.8 CAN,FROZN,PRESRV FRUIT & VEG 2030 792.446 821.287 3.5 4.4 3.1 0 CARPETS AND RUGS 2273 35.847 30.074 -17 3.9 0.5 1.3 CATALOG, MAIL-ORDER HOUSES 5961 2464.015 2846.827 15.1 17.4 3.2 0 CEMENT, HYDRAULIC 3241 3.136 3.745 18.3 -4.4 0.9 1.2 CHEMICALS & ALLIED PDS-WHSL 5160 0.01 0.012 21.3 10.2 1 -24.4 CHEMICALS & ALLIED PRODUCTS 2800 2371.061 2447.883 3 10.1 5 8.7 CIGARETTES 2111 537.099 563.446 4.5 5.5 0.5 0 CMP AND CMP SOFTWARE STORES 5734 74.041 78.571 5.9 2.4 0.8 1.1 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 1
2012 AD-TO-SALES RATIOS nnu SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate(% Margin CMP INTEGRATED SYS DESIGN 737312859191395.001 88 4.6 0.8 -4.8 CMP PROCESSING DATA PREP SVC 7374328.502333.977 8 CMP PROGRAMMING DATA PROCESS 737011351.94612710.266 11.4 9.9 -84.5 COGENERATN-SM POWER PRODUCER 4991 118.035 132.283 4.7 0.3 COML PHYSICAL. BIOLOGCL RESH 873111.618 8.46 0.1 -0.9 COMMERCIAL PRINTING 2750 1952217.662 -8.5 13.2 0.1 0.2 COMMUNICATIONS EQUIP. NEC 366947.73547.232 1.6 7.3 0 COMMUNICATIONS SERVICES. NEC 48991559.5351736.466 108 5.6 4.5 28.4 COMPUTER OFFICE EQUIPMENT 357015764711640.732 0.6 0.8 COMPUTER COMMUNICATION EQUIP 357644599148891 92 9.1 0.8 33.1 COMPUTER PERIPHERAL EQ NEC 35771801.8352031.169 13.8 COMPUTER PROGRAMMING SERVICE 7371 1.247 1.38 8.2 12.5 COMPUTER STORAGE DEVICES 3572121.644124.205 0.2 COMPUTERS SOFTWARE-WHSL 5045471987527903 10.9 9.1 0.5 CONCRETE PDS. EX BLOCK. BRICK 0.343 CONCRETEGYPSUM, PLASTER PDS 32707088664475 -9.5 -11.4 0.3 00136 CONGLOMERATE 97569993561.455 -1.4 4.4 CONSTR. MINING MATL HANDLE EQ 3530 3.599 3.613 0.4 9.5 0.5 1.7 CONSTRUCTION MACHINERY &EQ 16.1 CONSTRUCTION-SPECIAL TRADE 1700 1.116 0.888 12.2 18.4 -0.1 CONVENIENCE STORES 0.116 98 04 CONVRT PAPR. PAPRBRD EX BOXES 2670618.96695.974 2140 11.8 12.3 0.8 COOKIES AND CRACKERS 24.549 21.6 19.3 12 0.3 CREDIT REPORTING AGENCIES 7320209856212.719 6.2 2.1 CRUDE PETROLEUM NATURAL GS 0.055 8 18.3 CUT STONE AND STONE PRODUCTS 3281 13.49 21.03 21.2 6.6 0 CUTLERY HANDTOOLS, GEN HRDWR 3420418.197548.617 25 .8 DAIRY PRODUCTS 2020858269944.665 9.5 75.4 DEEP SEA FRN TRANS-FREIGHT 44125498 6.64 20.7 4.1 DENTAL EQUIPMENT SUPPLIES 3843118.19125.634 2.8 12 DEPARTMENT STORES 31136608173643.711 -0.5 3.1 4.1 0.7 DISTILLED AND BLENDED LIQUOR 20852728.672798.199 6.2 DIVERSIFIED MULTI-MEDIA 488811471.76411860.445 2.8 4.2 1.3 DOLLS AND STUFFED TOYS 3942714.747757.563 8 5 104 4.3 DRAWNG. INSULATNG NONFER WIRE 3357 363228.205 78 17.3 DRUG PROPRIETARY STORES 591220364761982.542 -2.7 4.8 0.6 DRUGS AND PROPRIETARY-WHSL 8641688.738 0 DURABLE GOODS-WHOLESALE 5000177.375176.756 -0.1 2 EATING AND DRINKING PLACES 3.747 EATING PLACES 58123694.7183832399 3.7 -43.5 EDUCATIONAL SERVICES 82002541.4912800.791 9.4 11.4 10.7 ELEC APPARATUS EQUIP-WHSL 5063 0.2 ELEC MEAS TEST INSTRUMENTS 38256948377459 11.4 154 0.4 0 ELECTR COIL. TRANSFRM. INDUCTR 3677 0.007 0.008 20.2 ELECTR. OTH ELEC EQ EX CMP 360063618126048.05 -4.9 5 0.9 ELECTRIC HOUSEWARES AND FANS 363483.99599.692 ELECTRIC LIGHTING WIRING EQ 3640105.685113.174 7.1 6.1 0.7 -68.6 ELECTRIC SERVICES 4911 323319671 2.4 ELECTRICAL INDL APPARATUS 3620151.747174.818 152 12.7 0.6 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin CMP INTEGRATED SYS DESIGN 7373 1285.919 1395.001 8.8 4.6 0.8 -4.8 CMP PROCESSING,DATA PREP SVC 7374 328.502 333.977 1.8 9 0.7 0 CMP PROGRAMMING,DATA PROCESS 7370 11351.946 12710.266 11.4 9.9 4.8 -84.5 COGENERATN-SM POWER PRODUCER 4991 118.035 132.283 12.1 4.7 0.3 0.7 COML PHYSICAL, BIOLOGCL RESH 8731 11.618 8.46 -21.8 5.7 0.1 -0.9 COMMERCIAL PRINTING 2750 19.522 17.662 -8.5 13.2 0.1 0.2 COMMUNICATIONS EQUIP, NEC 3669 47.735 47.232 1.6 7.3 2.9 0 COMMUNICATIONS SERVICES, NEC 4899 1559.535 1736.466 10.8 5.6 4.5 -28.4 COMPUTER & OFFICE EQUIPMENT 3570 1576.471 1640.732 4 4.7 0.6 0.8 COMPUTER COMMUNICATION EQUIP 3576 445.991 488.91 9.2 9.1 0.8 -33.1 COMPUTER PERIPHERAL EQ, NEC 3577 1801.835 2031.169 10.8 13.8 2.2 0 COMPUTER PROGRAMMING SERVICE 7371 1.247 1.38 8.2 12.5 0 0 COMPUTER STORAGE DEVICES 3572 121.644 124.205 7.6 11.7 0.2 0 COMPUTERS & SOFTWARE-WHSL 5045 471.987 527.903 10.9 9.1 0.5 0 CONCRETE PDS, EX BLOCK,BRICK 3272 0.346 0.343 -1 -3.1 1.3 3.1 CONCRETE,GYPSUM,PLASTER PDS 3270 70.886 64.475 -9.5 -11.4 0.3 -3.3 CONGLOMERATE 9997 569.993 561.455 -1.4 4.4 0.3 -9.6 CONSTR,MINING,MATL HANDLE EQ 3530 3.599 3.613 0.4 9.5 0.5 1.7 CONSTRUCTION MACHINERY & EQ 3531 141.55 164.367 15.1 16.1 0.2 0.2 CONSTRUCTION-SPECIAL TRADE 1700 1.116 0.888 -12.2 18.4 0 -0.1 CONVENIENCE STORES 5412 0.105 0.116 9.8 7.3 0.4 0.4 CONVRT PAPR,PAPRBRD,EX BOXES 2670 618.96 695.974 11.8 12.3 0.8 0 COOKIES AND CRACKERS 2052 20.1 24.549 21.6 19.3 1.2 0.3 CREDIT REPORTING AGENCIES 7320 209.856 212.719 1.7 6.2 2.1 1 CRUDE PETROLEUM & NATURAL GS 1311 0.051 0.055 8.6 18.3 0 0 CUT STONE AND STONE PRODUCTS 3281 13.49 21.03 45.5 21.2 6.6 0 CUTLERY, HANDTOOLS,GEN HRDWR 3420 418.197 548.617 25.8 22.8 2.7 0.1 DAIRY PRODUCTS 2020 858.269 944.665 9.5 8.2 2.9 -75.4 DEEP SEA FRN TRANS-FREIGHT 4412 5.498 6.64 20.7 4.1 0 1 DENTAL EQUIPMENT & SUPPLIES 3843 118.19 125.634 6.2 8.7 2.8 1.2 DEPARTMENT STORES 5311 3660.817 3643.711 -0.5 3.1 4.1 0.7 DISTILLED AND BLENDED LIQUOR 2085 2728.67 2798.199 2.5 1.7 14.3 6.2 DIVERSIFIED MULTI-MEDIA 4888 11471.764 11860.445 2.8 4.2 8.6 1.3 DOLLS AND STUFFED TOYS 3942 714.747 757.563 5.8 5 10.4 4.3 DRAWNG,INSULATNG NONFER WIRE 3357 23.632 28.205 17.8 17.3 0.4 -1.4 DRUG & PROPRIETARY STORES 5912 2036.476 1982.542 -2.7 4.8 0.7 0.6 DRUGS AND PROPRIETARY-WHSL 5122 86.416 88.738 5.5 6.5 0 0 DURABLE GOODS-WHOLESALE 5000 177.375 176.756 -0.1 2 0.3 0.1 EATING AND DRINKING PLACES 5810 3.574 3.747 4.7 -3.9 4.2 6.4 EATING PLACES 5812 3694.718 3832.399 3.6 3.7 2.6 -43.5 EDUCATIONAL SERVICES 8200 2541.491 2800.791 9.4 11.4 10.7 0 ELEC APPARATUS & EQUIP-WHSL 5063 31.885 35.04 9.7 9.8 0.2 -6.4 ELEC MEAS & TEST INSTRUMENTS 3825 69.483 77.459 11.4 15.4 0.4 0 ELECTR COIL,TRANSFRM,INDUCTR 3677 0.007 0.008 4.2 20.2 0 0 ELECTR, OTH ELEC EQ, EX CMP 3600 6361.812 6048.051 -4.9 5 2.3 0.9 ELECTRIC HOUSEWARES AND FANS 3634 83.995 99.692 17.2 19.7 4.3 0.1 ELECTRIC LIGHTING, WIRING EQ 3640 105.685 113.174 7.1 6.1 0.7 -68.6 ELECTRIC SERVICES 4911 323 319.671 -1.2 5.2 0.5 2.4 ELECTRICAL INDL APPARATUS 3620 151.747 174.818 15.2 12.7 0.6 -4.3 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 2
2012 AD-TO-SALES RATIOS SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate( Margin ELECTRICAL WORK 0.93 0.914 4.8 0.7 ELECTROMEDICAL APPARATUS 482.518525.511 8.7 5.5 -66.7 ELECTRONIC COMP. ACCESSORIES 3670121.662138.656 11.1 3.6 ELECTRONIC COMPONENTS. NEC 3679240.777281.003 105 12.6 ELECTRONIC COMPUTERS 35711893.7852120.112 18.6 ELECTRONIC CONNECTORS 3678 0.248 0275 10.4 12.7 12 2.2 ELECTRONIC PARTS.EQ-WHSL NEC 5065412.937483.707 0.6 0.2 EMPLOYMENT AGENCIES 73 3616846675238 10.3 0.3 ENGINEERING SERVICES 871185.844 90.283 2.3 0.2 ENGINES AND TURBINES 3510303864335382 103 13.6 0.9 -43.9 ENGR.ACC RESH MGMT. REL SVCS 70022.05418.973 6.8 EQUIP RENTAL LEASING NEC 7359380.651446.047 16.5 5.6 3.2 0.9 FABRICATED PLATE WORK 3443 31.8731.873 7.1 81.9 FABRICATED RUBBER PDS. NEC 3060 0.386 0.305 136 6.7 FAMILY CLOTHING STORES 2298155820 5.5 1.8 0.5 FARM MACHINERY AND EQUIPMENT 3523554.011592.509 6.8 119 12 FARM-PRODUCT RAW MATL-WHSL 5150 4.331 0.1 0.9 FATS AND OILS 2070 14.73815826 7.3 54 11.2 FINANCE LESSORS 7235609 FIRE. MARINE CASUALTY INS 6331452821304.344 -3.4 0.1 FOOD AND KINDRED PRODUCTS 200025502.33826083.807 FOOD STORES 5400119949122.373 2 7.4 2.1 FOOTWEAR. EXCEPT RUBBER 3140363853399.009 9.6 FUNCTIONS REL TO DEP BKG. NEC 60992126.7212216.693 7.1 0 FURNITURE STORES 5712233489265.9 10.4 11.7 GAMES TOYS. CHLD VEH.EX DOLLS 39441137.122843.991 -30.3 -29.4 9.5 -4.8 GEN BLDG CONTRACTOR-RESIDNTL 520 0.0010.00 19 21.9 0.1 GENERAL INDL MACH &EQ NEC 3569 28 .874 31.729 9.4 8.8 0.6 0.2 GENERAL INDUSTRIAL MACH &E 3560220.359244.11 10.1 8 0.6 0.5 GLASS PD, MADE OF PURCH GLASS 1.317 0.2 .5 GOLD AND SILVER ORES 1040231.932463.866 100 19.6 0.6 1.3 GRAIN MILL PRODUCTS 204022473822365.027 10.6 GREETING CARDS 71 5.78526.065 1.6 18 GROCERIES RELATED PDS-WHSL 5140 684.1704.336 2.9 0.2 GROCERIES, GENERAL LINE-WHSL 5141100487 97.01 -3.6 GROCERY STORES 54112457.7212505.626 3.9 0.7 HARDWR PLUMB HEAT EQ-WHSL HAZARDOUS WASTE MANAGEMENT 49552387426299 0.4 HEAVY CONSTR-NOT BLDG CONSTR HELP SUPPLY SERVICES 7363134.099136.501 0.3 0.6 HOBBY, TOY, AND GAME SHOPS 5945696998706.058 1.3 1.7 3.7 5.7 HOME FURNITURE EQUIP STORE 5700622099625.452 0.5 7.6 3.3 2.6 HOME HEALTH CARE SERVICES 808268.61970.917 8 0.2 HOSPITAL MEDICAL SVC PLANs 324681928723.478 2.8 0.2 HOSPITALS 806017.09615.135 7.5 7 54.8 HOTELS AND MOTELS 7011513.00652836 6.7 HOTELS. OTHER LODGING PLACES 7000 0.071 1.7 0.5 12 HOUSEHOLD APPLIANCES 3630612982631.806 8 4100 HOUSEHOLD AUDIO VIDEO EQ 36516048.878622223 1.5 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets 3
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin ELECTRICAL WORK 1731 0.93 0.914 -1.7 4.8 0.2 0.7 ELECTROMEDICAL APPARATUS 3845 482.518 525.511 8.7 5.5 1 -66.7 ELECTRONIC COMP, ACCESSORIES 3670 121.662 138.656 14 11.1 1.9 3.6 ELECTRONIC COMPONENTS, NEC 3679 240.777 281.003 15.5 10.5 0.5 -12.6 ELECTRONIC COMPUTERS 3571 1893.785 2120.112 11.3 18.6 1 0.3 ELECTRONIC CONNECTORS 3678 0.248 0.275 10.4 12.7 1.2 2.2 ELECTRONIC PARTS,EQ-WHSL,NEC 5065 412.937 483.707 15.7 17 0.6 0.2 EMPLOYMENT AGENCIES 7361 68.466 75.238 9.7 10.3 1 0.3 ENGINEERING SERVICES 8711 85.844 90.283 5.2 2.3 0.2 -13 ENGINES AND TURBINES 3510 303.864 335.382 10.3 13.6 0.9 -43.9 ENGR,ACC,RESH,MGMT,REL SVCS 8700 22.054 18.973 -4.2 6.8 0.2 0 EQUIP RENTAL & LEASING, NEC 7359 380.651 446.047 16.5 5.6 3.2 0.9 FABRICATED PLATE WORK 3443 31.87 31.873 1.3 7.1 1.8 -81.9 FABRICATED RUBBER PDS, NEC 3060 0.386 0.305 -13.6 6.7 0 0 FAMILY CLOTHING STORES 5651 1482.298 1558.202 5 5.5 1.8 0.5 FARM MACHINERY AND EQUIPMENT 3523 554.011 592.509 6.8 11.9 0.7 1.2 FARM-PRODUCT RAW MATL-WHSL 5150 4 4.331 8.1 13.1 0.1 0.9 FATS AND OILS 2070 14.738 15.826 5.4 7.3 5.4 11.2 FINANCE LESSORS 6172 35.609 0 -100 -1.7 0 0 FIRE, MARINE, CASUALTY INS 6331 452.821 304.344 -29.8 -3.4 0.1 -59.1 FOOD AND KINDRED PRODUCTS 2000 25502.338 26083.807 -1 3.9 9.2 0 FOOD STORES 5400 119.949 122.373 2 7.4 2.1 0.3 FOOTWEAR, EXCEPT RUBBER 3140 363.853 399.009 8 9.6 4.2 0 FUNCTIONS REL TO DEP BKG,NEC 6099 2126.721 2216.693 4.7 9.1 7.1 0 FURNITURE STORES 5712 233.489 265.918 13 10.4 9.5 11.7 GAMES,TOYS,CHLD VEH,EX DOLLS 3944 1137.122 843.991 -30.3 -29.4 9.5 -4.8 GEN BLDG CONTRACTOR-RESIDNTL 1520 0.001 0.001 19.8 21.9 0.1 0.1 GENERAL INDL MACH & EQ, NEC 3569 28.874 31.729 9.4 8.8 0.6 0.2 GENERAL INDUSTRIAL MACH & EQ 3560 220.359 244.11 10.1 8 0.6 0.5 GLASS PD,MADE OF PURCH GLASS 3231 1.353 1.317 -2.7 -2.7 0.2 0.5 GOLD AND SILVER ORES 1040 231.932 463.866 100 19.6 0.6 1.3 GRAIN MILL PRODUCTS 2040 2247.382 2365.027 5 10.6 5.5 10.1 GREETING CARDS 2771 25.785 26.065 1.1 1.6 1.5 1.8 GROCERIES & RELATED PDS-WHSL 5140 684.1 704.336 2.9 4.1 1.4 0.2 GROCERIES, GENERAL LINE-WHSL 5141 100.487 97.01 -3.6 -3.6 1.2 4.1 GROCERY STORES 5411 2457.721 2505.626 1.7 3.9 0.7 0.3 HARDWR, PLUMB, HEAT EQ-WHSL 5070 431.096 423.356 -2.1 -1 1.6 0.3 HAZARDOUS WASTE MANAGEMENT 4955 23.874 26.299 -2.5 13.5 0.4 0.3 HEAVY CONSTR-NOT BLDG CONSTR 1600 30 0 -100 0.6 0 0 HELP SUPPLY SERVICES 7363 134.099 136.501 2.5 11.2 0.3 0.6 HOBBY, TOY, AND GAME SHOPS 5945 696.998 706.058 1.3 1.7 3.7 5.7 HOME FURNITURE & EQUIP STORE 5700 622.099 625.452 0.5 7.6 3.3 2.6 HOME HEALTH CARE SERVICES 8082 68.619 70.917 3.4 8 1.1 0.2 HOSPITAL & MEDICAL SVC PLANS 6324 681.928 723.478 7.9 2.8 0.2 0 HOSPITALS 8060 17.096 15.135 -7.5 7 0.2 -54.8 HOTELS AND MOTELS 7011 513.006 528.36 2.9 6.7 1.6 0.4 HOTELS, OTHER LODGING PLACES 7000 0.07 0.071 1.7 0.5 1.2 1.1 HOUSEHOLD APPLIANCES 3630 612.982 631.806 3 1.7 1.8 0 HOUSEHOLD AUDIO & VIDEO EQ 3651 6048.878 6222.23 2.8 1.5 7 0 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 3
2012 AD-TO-SALES RATIOS nnu SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate(% Margin HOUSEHOLD FURNITURE 2510667294688.888 3.3 5 2.5 ICE CREAM FROZEN DESSERTS 024 0.229 7.2 -8.6 0.7 IN VITRO IN VIVO DIAGNOSTICS 2835 30.20630.318 1.9 7.4 0.5 INDL COML FANS. BLOWRS OTH EQ 356460.23767.052 10.9 8.5 5 INDL INORGANIC CHEMICALS 2810109856119.337 0.2 INDL TRUCKS. TRACTORS. TRAILRS 3537 3068534993 14.8 0.7 INDUSTRIAL MACH EQ-WHSL 5084 82.319 0.9 000000 INDUSTRIAL MEASUREMENT INSTR 3823 0.04911.515 14.6 INDUSTRIAL ORGANIC CHEMICALS 2860509.608606.792 17.6 0.7 INS AGENTS. BROKERS SERVICE 6411117.735124.34 8.9 0.1 INVESTMENT ADVICE 62822344.1922686324 11.2 INVESTORS. NEC 0.171 -100 17.2 1000 6799 IRON AND STEEL FOUNDRIES 3320 4.15 3.399 0.2 0.2 JEWELRY STORES 5944570.565601.678 6.6 5.4 JEWELRY, SILVERWR. PLATED WARE 3910 5098 6.188 20.8 17.9 KNIT OUTERWEAR MILLS 2253 100 -658 KNIT TING MILLS 250184.225199.517 LAB ANALYTICAL INSTRUMENTS 382611649187.861 -9.9 8.7 035 LAB APPARATUS AND FURNITURE 0.7 LEATHER AND LEATHER PRODUCTS 3100164.657184.164 11.6 12.7 24 0 LIFE INSURANCE 31164468445978.59 -11.3 LOAN BROKERS 6163 0.7 0.879 3.1 0.3 0.8 LUMBER &OTH BLDG MATL-RETL 52111962171916.228 2.7 13 2.7 LUMBER AND CONSTR MATL-WHSI 5030 0.009 2.2 0 LUMBER AND WOOD PDS. EX FURN 24009844492996 0.4 14.7 LUMBER PLYWD. MILLWORK-WHSI 5031210.329211.362 -0.5 5.3 0.8 MACHINERY AND EQUIPMENT-WHSL 508070.589 75.82 7.2 7.9 0.9 0 MAGNETC OPTIC RECORDNG MEDIA 15.1 0 MAILING REPRO. COMML ART SVCS 7330193841228.619 16.6 15.7 21.6 MALT BEVERAGES 20824216.0534351.204 3.4 4.3 MANAGEMENT CONSULTING SVCS 8742240.948252.121 8.6 0.6 0 MANAGEMENT SERVICES 8741 26.7 MANIFOLD BUSINESS FORMS 2761 0.86 0.639 -302 2 0.1 0.3 MEAS CONTROLLING DEV, NEC 382946.66153.969 14.9 13.9 1.1 MEAT PACKING PLANTS 2011748272765832 MED. DENTAL HOSP EQ-WHSL 5047 83952 84.769 7 0.3 MEDICAL LABORATORIES 17.1617963 MEDICINAL CHEMS BOTANICL PDS 2833 0.565 0.542 -3.3 9.5 8.5 3.8 MEMBERSHIP SPORT REC CLUBS 799747.1285 6.1 MENS. BOYS FRNSH WORK CLTHNG 2320492.499518.282 7.3 3.3 3.9 METAL DOORS. FRAMES. MOLD. TRIM 34423521840.247 13 158 METAL MINING 1000521.663638418 21.4 16.3 0.2 METALWORKING MACHINERY EQ 3540206996232.32 11.4 10.9 0.8 13 MILLWORK VENEER PLYWOOD 2430212.155228273 3.3 MISC AMUSEMENT REC SERVICE 7990824.842879873 11.8 -22.3 MISC BUSINESS CREDIT INSTN 6159175.419190.459 6 114 MISC CHEMICAL PRODUCTS 2890227529235589 3.2 8.2 MISC DURABLE GOODS-WHSL 5090 0.4 0.9 MISC ELEC MACHYEQ SUPPLIES 3690841.292919.598 159 3.2 0. Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin HOUSEHOLD FURNITURE 2510 667.294 688.888 3.3 5 6.2 2.5 ICE CREAM & FROZEN DESSERTS 2024 0.244 0.229 -7.2 -8.6 1.6 0.7 IN VITRO,IN VIVO DIAGNOSTICS 2835 30.206 30.318 -1.9 7.4 0.5 0 INDL COML FANS,BLOWRS,OTH EQ 3564 60.237 67.052 10.9 8.5 1.5 0 INDL INORGANIC CHEMICALS 2810 109.856 119.337 8.1 8.9 0.2 0 INDL TRUCKS,TRACTORS,TRAILRS 3537 30.685 34.993 14.7 14.8 0.7 0 INDUSTRIAL MACH & EQ-WHSL 5084 93.251 82.319 -10 8.9 0.9 0 INDUSTRIAL MEASUREMENT INSTR 3823 10.049 11.515 12 14.6 0 0 INDUSTRIAL ORGANIC CHEMICALS 2860 509.608 606.792 19 17.6 0.7 -1 INS AGENTS,BROKERS & SERVICE 6411 117.735 124.34 4.4 8.9 0.1 0 INVESTMENT ADVICE 6282 2344.192 2686.324 12.1 11.2 2.5 0 INVESTORS, NEC 6799 0.171 0 -100 17.2 0 0 IRON AND STEEL FOUNDRIES 3320 4.15 3.399 -20.1 -2.2 0.2 0.2 JEWELRY STORES 5944 570.565 601.678 5.3 6.6 5.4 6.7 JEWELRY,SILVERWR,PLATED WARE 3910 5.098 6.188 20.8 17.9 2.8 2.1 KNIT OUTERWEAR MILLS 2253 0.7 0 -100 -65.8 0 0 KNITTING MILLS 2250 184.225 199.517 7.8 7.9 4 11.3 LAB ANALYTICAL INSTRUMENTS 3826 116.491 87.861 -9.9 8.7 0.3 -5 LAB APPARATUS AND FURNITURE 3821 5.155 5.859 12.4 13 0.8 0.7 LEATHER AND LEATHER PRODUCTS 3100 164.657 184.164 11.6 12.7 2.4 0 LIFE INSURANCE 6311 6446.844 5978.59 -11.3 -3.8 1 1.2 LOAN BROKERS 6163 0.7 0.879 23.8 3.1 0.3 0.8 LUMBER & OTH BLDG MATL-RETL 5211 1962.17 1916.228 -2.4 2.7 1.3 2.7 LUMBER AND CONSTR MATL-WHSL 5030 0.009 0 -100 2.2 0 0 LUMBER AND WOOD PDS, EX FURN 2400 98.444 92.996 -4.4 0.4 0.8 14.7 LUMBER, PLYWD, MILLWORK-WHSL 5031 210.329 211.362 0.8 -0.5 5.3 0.8 MACHINERY AND EQUIPMENT-WHSL 5080 70.589 75.82 7.2 7.9 0.9 0 MAGNETC,OPTIC RECORDNG MEDIA 3695 2 0 -100 -15.1 0 0 MAILING,REPRO,COMML ART SVCS 7330 193.841 228.619 16.6 15.7 21.6 0 MALT BEVERAGES 2082 4216.053 4351.204 2.9 3.4 4 4.3 MANAGEMENT CONSULTING SVCS 8742 240.948 252.121 4.4 8.6 0.6 0 MANAGEMENT SERVICES 8741 1.784 1.361 -26.7 5.9 0 0 MANIFOLD BUSINESS FORMS 2761 0.86 0.639 -30.2 -2 0.1 0.3 MEAS & CONTROLLING DEV, NEC 3829 46.661 53.969 14.9 13.9 1.1 0 MEAT PACKING PLANTS 2011 748.272 765.832 2.3 6.7 1.3 1 MED, DENTAL, HOSP EQ-WHSL 5047 83.952 84.769 1.1 7 0.3 0.3 MEDICAL LABORATORIES 8071 17.16 17.963 4.4 3.8 0.1 0.1 MEDICINAL CHEMS,BOTANICL PDS 2833 0.565 0.542 -3.3 9.5 8.5 3.8 MEMBERSHIP SPORT & REC CLUBS 7997 47.128 50.104 6.1 5.1 3.2 4.4 MENS,BOYS FRNSH, WORK CLTHNG 2320 492.499 518.282 5.1 7.3 3.3 3.9 METAL DOORS,FRAMES,MOLD,TRIM 3442 35.218 40.247 13 15.8 1.3 0.3 METAL MINING 1000 521.663 638.418 21.4 16.3 0.2 -8.1 METALWORKING MACHINERY & EQ 3540 206.996 232.32 11.4 10.9 0.8 1.3 MILLWORK,VENEER,PLYWOOD 2430 212.155 228.273 7 3.3 5.2 0 MISC AMUSEMENT & REC SERVICE 7990 824.842 879.873 7.1 11.8 1.5 -22.3 MISC BUSINESS CREDIT INSTN 6159 175.419 190.459 8.6 -11.4 0.2 -57.2 MISC CHEMICAL PRODUCTS 2890 227.529 235.589 3.2 8.2 1.5 0.7 MISC DURABLE GOODS-WHSL 5090 5.699 5.7 0.4 6.1 0.3 0.9 MISC ELEC MACHY,EQ,SUPPLIES 3690 841.292 919.598 9 15.9 3.2 0.1 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 4
2012 AD-TO-SALES RATIOS nnu SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate(% Sales Margin MISC EQUIP RENTAL LEASING 7350263.32263.887 0 7.5 MISC FABRICATED METAL PRODS 349066827 215 105 8 MISC FOOD PREPS, KINDRED PDS 2090309267353.269 13.3 15.6 3.2 309 MISC FURNITURE AND FIXTURES 2590 3.411 -11.4 02 MISC HEALTH ALLIED SVC. NEC 80901249413.157 5.3 65 0.1 MISC MANUFACTURNG INDUSTRIES 3990247.679261.311 5.4 62 13.9 MISC NONDURABLE GOODS-WHSL 5190 1578 1.575 -0.1 0 MISC PDS OF PETROLEUM COAL 2990 22.63622.986 17.7 0.5 13.3 MISC PLASTICS PRODUCTS 3080 3.492 10.2 0.9 MISC SHOPPING GOODS STORES 594017169791723.621 0.5 2.4 2.9 0 MISC TRANSPORTATION EQUIP 79011458161189.12 MISCELLANEOUS PUBLISHING 27418938985.936 -0.7 0.5 0 MISCELLANEOUS RETAIL 5900190.61202.067 MORTGAGE BANKERS LOAN CORR 61621227212.735 3.8 4.2 7.8 MOTION PIC. VIDEOTAPE PRODTN 7812743.72746488 25.1 OTION PICT VIDEOTAPE DISTR 7822 1.674 1.66 -0.8 10.1 2.6 MOTION PICTURE THEATERS 78308041679.139 MOTOR HOMES 3716 3.943 4.919 22.3 22.3 0.7 14.8 MOTOR VEH PARTS. SUPPLY-WHSL 501022234 17.6 0.2 0.2 IOTOR VEH SUPLY. NEW PTS-WHSL 5013 45.1 49.427 9.2 9.1 0.4 1.1 MOTOR VEHICLE PARTACCESSORY 37141477.0381785.742 18.3 14.2 IOTOR VEHICLES CAR BODIES 37113457602737931.617 9.1 9.4 2.5 -85.2 MOTORCYCLES BICYCLES PARTS 375194.77796.714 2.3 6.2 15 275 MOTORS AND GENERATORS 362176555 81.91 11.3 0.5 MUSICAL INSTRUMENTS 6.1 6.311 5.5 1.7 NEWSPAPER: PUBG. PUBG PRINt 271129.59 22.12 -19.9 -4.5 0.2 0 OFFICE FURNITURE 2520 2.013 1.859 0.6 0.1 0.3 OFFICES OF MEDICAL DOCTORS 8011 4.705 5.178 -6.2 0 OIL GAS FIELD MACHY EQUIP 533109605123.976 12.5 13.6 02 0.6 OIL GAS FIELD SERVICES. NEC 1389110919138.209 24.5 168 0.1 OIL AND GAS FIELD EXPL SVCS 4.206 4.266 19 2.1 0.1 0 OIL ROYALTY TRADERS 0.026 0.032 18.9 7.8 OPERATIVE BUILDERS 531270.799219.332 18.3 3.3 -87.4 OPERATORS-APARTMENT BLDGS 65130.1780.161 -39 0.4 OPERATORS-NONRES BLDGS 651258.163 58.31 1.6 OPHTHALMIC GOODS 3851479471465.022 -3.1 5.1 OPTICAL INSTRUMENTS LENSES 3827 -2.6 ORDNANCE AND ACCESSORIES 3480193.993189834 -2.1 1.3 3.3 0 RTHO. PROSTH, SURG APPL. SUPLY 3842994.0241043.084 4.9 58 25.7 PAINTS. VARNISHES. LACQUERS 2851862.781909811 PAPER PAPER PRODUCTS-WHSI 5110289.381291.083 0.6 -0.3 PAPER MILLS 262113225321513805 11.8 PAPERBOARD CONTAINERS. BOXES 2650675.832795.995 17.6 14.2 3.6 0 PAPERBOARD MILLS 26313696 8.772 4.9 0.1 0.3 PARTITIONS. SHELVING. LOCKERS 2540 0.134 2.9 2.3 PATENT OWNERS AND LESSORS 794205.516230.254 -6.2 PERFUME. COSMETIC TOILET PREP 284413672.54314254.364 4 0.3 PERIODICAL PUBG. PUbG PRINT 721117.76115.501 PERSONAL CREDIT INSTITUTIONS 6141566415543.749 1.7 7.1 1.1 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets 5
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin MISC EQUIP RENTAL & LEASING 7350 263.32 263.887 0 7.5 3 0.1 MISC FABRICATED METAL PRODS 3490 66.827 74.215 10.5 8 0.3 0 MISC FOOD PREPS, KINDRED PDS 2090 309.267 353.269 13.3 15.6 3.2 -30.9 MISC FURNITURE AND FIXTURES 2590 3.824 3.411 -11.4 6.1 0.2 0.3 MISC HEALTH & ALLIED SVC,NEC 8090 12.494 13.157 5.3 6.5 0.1 0 MISC MANUFACTURNG INDUSTRIES 3990 247.679 261.311 5.4 6.2 3 -13.9 MISC NONDURABLE GOODS-WHSL 5190 1.578 1.575 -0.1 6.4 0 0.1 MISC PDS OF PETROLEUM & COAL 2990 22.636 22.986 1.7 17.7 0.5 -13.3 MISC PLASTICS PRODUCTS 3080 3 3.492 16.3 10.2 0.5 0.9 MISC SHOPPING GOODS STORES 5940 1716.979 1723.621 0.5 2.4 2.9 0 MISC TRANSPORTATION EQUIP 3790 1145.816 1189.12 3.3 4 2.9 1 MISCELLANEOUS PUBLISHING 2741 89.389 85.936 -2 -0.7 0.5 0 MISCELLANEOUS RETAIL 5900 190.61 202.067 5.7 9.1 1.3 -3 MORTGAGE BANKERS & LOAN CORR 6162 12.272 12.735 3.8 4.2 0.9 -7.8 MOTION PIC, VIDEOTAPE PRODTN 7812 743.72 746.488 1.6 3.6 25.1 1 MOTION PICT, VIDEOTAPE DISTR 7822 1.674 1.661 -0.8 10.1 1.7 2.6 MOTION PICTURE THEATERS 7830 80.416 79.139 -0.1 2.1 0.7 0 MOTOR HOMES 3716 3.943 4.919 22.3 22.3 0.7 -14.8 MOTOR VEH PARTS, SUPPLY-WHSL 5010 22.234 24.744 11.6 17.6 0.2 0.2 MOTOR VEH SUPLY,NEW PTS-WHSL 5013 45.1 49.427 9.2 9.1 0.4 1.1 MOTOR VEHICLE PART,ACCESSORY 3714 1477.038 1785.742 18.3 14.2 0.8 -7 MOTOR VEHICLES & CAR BODIES 3711 34576.027 37931.617 9.1 9.4 2.5 -85.2 MOTORCYCLES,BICYCLES & PARTS 3751 94.777 96.714 2.3 6.2 1.5 -27.5 MOTORS AND GENERATORS 3621 76.555 81.91 5.9 11.3 0.5 0.1 MUSICAL INSTRUMENTS 3931 6.1 6.311 3.7 5.5 1.7 5 NEWSPAPER:PUBG, PUBG & PRINT 2711 29.594 22.122 -19.9 -4.5 0.2 0 OFFICE FURNITURE 2520 2.013 1.859 -8 0.6 0.1 0.3 OFFICES OF MEDICAL DOCTORS 8011 4.705 5.178 17.4 -6.2 0 0 OIL & GAS FIELD MACHY, EQUIP 3533 109.605 123.976 12.5 13.6 0.2 0.6 OIL & GAS FIELD SERVICES,NEC 1389 110.919 138.209 24.5 16.8 0.1 -0.1 OIL AND GAS FIELD EXPL SVCS 1382 4.206 4.266 1.9 2.1 0.1 0 OIL ROYALTY TRADERS 6792 0.026 0.032 22.3 18.9 20.5 7.8 OPERATIVE BUILDERS 1531 270.799 219.332 -18.3 -3.3 1 -87.4 OPERATORS-APARTMENT BLDGS 6513 0.178 0.161 -9.6 -3.9 0 0.4 OPERATORS-NONRES BLDGS 6512 58.163 58.31 1.6 7 0.3 0 OPHTHALMIC GOODS 3851 479.471 465.022 -3.1 5.1 4.6 1 OPTICAL INSTRUMENTS & LENSES 3827 5.45 5.205 -2.6 20.6 0.1 0 ORDNANCE AND ACCESSORIES 3480 193.993 189.834 -2.1 -1.3 3.3 0 ORTHO,PROSTH,SURG APPL,SUPLY 3842 994.024 1043.084 4.9 5.8 2.8 -25.7 PAINTS, VARNISHES, LACQUERS 2851 862.781 909.811 5.2 6.1 1.7 3 PAPER & PAPER PRODUCTS-WHSL 5110 289.381 291.083 0.6 1 1.9 -0.3 PAPER MILLS 2621 1322.532 1513.805 12 2.5 1.7 -11.8 PAPERBOARD CONTAINERS, BOXES 2650 675.832 795.995 17.6 14.2 3.6 0 PAPERBOARD MILLS 2631 36.968 28.772 -22.2 4.9 0.1 0.3 PARTITIONS,SHELVING,LOCKERS 2540 0.149 0.134 -9.1 2.9 1 2.3 PATENT OWNERS AND LESSORS 6794 205.516 230.254 7 13 5.9 -6.2 PERFUME,COSMETIC,TOILET PREP 2844 13672.543 14254.364 4 4 20 0.3 PERIODICAL:PUBG,PUBG & PRINT 2721 117.76 115.501 -1.8 1.9 3.4 0 PERSONAL CREDIT INSTITUTIONS 6141 566.415 543.749 1.7 7.1 1.1 0 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 5
2012 AD-TO-SALES RATIOS SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate( Margin PERSONAL SERVICES 72009634921016.924 1.4 7.7 0 PETROLEUM REFINING 9111984.9032245253 13 17.3 PETROLEUM. EX BULK STATN-WHSL 5172312043368876 16.9 19.6 0 PHARMACEUTICAL PREPARATIONS 28342496991827054.668 7.5 7.8 4.2 PHONE COMM EX RADIOTELEPHONE 481319332.0820550.354 2.7 PHOTOFINISHING LABORATORIES 738454.112 64.48 19 21.2 11.1 7.3 PHOTOGRAPHIC EqUIP SUPPLY 3861820.237805.628 2.5 1.5 PLASTICS PRODUCTS. NEC 3089206.337223.417 10.1 0.9 PLASTICS RESINS. ELASTOMERS 2.222 1.874 -9.8 14.8 0000 POULTRY SLAUGHTER PROCESS 2015 6625 3.89 20.6 5.1 PREFAB METAL BLDGS AND COMP -0.5 1.5 PREFAB WOOD BLDGS COMPONENTS 2452 0.852 0.913 7.1 7.8 0.1 0.3 PREP FRESH FROZN FISH. SEAFD 2092 3.234 4.123 25.6 28.8 2.2 0.2 PREPACKAGED SOFTWARE 737283627129141.50 8.6 9.5 3.5 -62.2 PRIM SMELT, REFIN NONFER METL 3330 6.763 18 PRINTED CIRCUIT BOARDS 3672 1.6141.661 2.7 104 PRINTING TRADES MACHY EQUIP 0.504 0.347 0.1 000 PROF COML EQ SUPPLY-WHSL 5040 0.061 0.06 -19.9 0.4 0.5 PUBLIC BLDG REL FURNITURE 18.7 PUMPS AND PUMPING EQUIPMENT 3561120.603132.811 8.9 0.8 0.2 PWR DISTR, SPECL TRANSFORMERS 13.76814.248 3.7 RACING INCL TRACK OPERATIONS 7948 3897737.637 -3.9 2.7 19 RADIO BROADCASTING STATIONS 3234695366.61 RADIO TV BROADCAST, COMM EQ 36636419.8426661.57 3.7 3.2 3.1 -4. RADIO,TV.CONS ELECTR STORES 57311341.6751427.078 1.7 50260 RADIOTELEPHONE COMMUNICATIO 48122001992621091.816 6.8 28 REAL ESTATE 650047.26753312 12.1 13.6 0.7 5.6 REAL ESTATE AGENTS MGRS 6531656.722656.502 7.1 996 REAL ESTATE INVESTMENT TRUST 67983672.1733975345 7.3 RECORD AND TAPE STORES 5735 6.807 3.4 0.8 2.8 REFRIG SERVICE IND MACHINE 35802587629606 13.6 10.5 12 REFUSE SYSTEMS 4953 228937.754 0.1 RETAIL STORES. NEC 5990403461413464 2.5 6.6 2.7 ROLLING DRAW NoNFER metal 3350100.821120.879 18 10.8 0. 0.1 RUBBER AND PLASTICS FOOTWEAR 30212525.8612576.365 106 SAUSAGEOTH PREPARED MEAT PD 2013 3.454 19 2.9 -6 SAWMILLS. PLANING MILLS. GEN 2421 0.768 0.678 14.4 scraP WASTE MATERIALS-WHSL 5093 12.399 25.9 14.7 0 0.6 SECURITY COMMODITY BROKERS 6200347.703489.578 SECURITY BROKERS DEALERS 2113771.2453932097 57.9 SEMICONDUCTOR RELATED DEVICE 36744669.255439.058 15 13.2 16 274 SHIP BOAT BLDG REPAIRING 3730 1.353 123 23.2 SHOE STORES 5661624.732665253 63 6.8 3.7 0.9 SHORT-TERM BUS CREDIT. EX AG 615358.40860.481 2.3 SKILLED NURSING CARE FAC 80517130677.687 8.9 8 0.5 1.4 SOAP DETERGENT TOILET PREPS 284010934.1911248277 12.1 SOCIAL SERVICES 26.566 26.85 0.8 4.5 0.6 0.2 SPEC OUTPATIENT FACILITY. NEC 09328.67135282 22.1 SPECIAL CLEAN. POLISH PREPS 28421297.6181350.522 3.1 10.1 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets 6
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin PERSONAL SERVICES 7200 963.492 1016.924 5.7 1.4 7.7 0 PETROLEUM REFINING 2911 1984.903 2245.253 13 17.3 0 0.2 PETROLEUM,EX BULK STATN-WHSL 5172 312.043 368.876 16.9 19.6 0.3 0 PHARMACEUTICAL PREPARATIONS 2834 24969.918 27054.668 7.5 7.8 4.2 -95.3 PHONE COMM EX RADIOTELEPHONE 4813 19332.08 20550.354 6.5 2.7 2.7 -3.4 PHOTOFINISHING LABORATORIES 7384 54.112 64.48 19.1 21.2 11.1 7.3 PHOTOGRAPHIC EQUIP & SUPPLY 3861 820.237 805.628 -2.5 1.5 1.2 0 PLASTICS PRODUCTS, NEC 3089 206.337 223.417 8.1 10.1 0.9 0 PLASTICS,RESINS,ELASTOMERS 2821 2.222 1.874 -9.8 14.8 0 0 POULTRY SLAUGHTER & PROCESS 2015 6.625 3.891 -20.6 5.1 0 0 PREFAB METAL BLDGS AND COMP 3448 4.894 4.42 -10.2 -0.5 0.5 1.5 PREFAB WOOD BLDGS,COMPONENTS 2452 0.852 0.913 7.1 7.8 0.1 0.3 PREP FRESH,FROZN FISH, SEAFD 2092 3.234 4.123 25.6 28.8 2.2 0.2 PREPACKAGED SOFTWARE 7372 8362.712 9141.501 8.6 9.5 3.5 -62.2 PRIM SMELT,REFIN NONFER METL 3330 7.461 6.763 1.8 22.8 0 0 PRINTED CIRCUIT BOARDS 3672 1.614 1.661 2.7 10.4 0 0 PRINTING TRADES MACHY, EQUIP 3555 0.504 0.347 -30.3 -4.5 0.1 0 PROF & COML EQ & SUPPLY-WHSL 5040 0.061 0.06 -2 -19.9 0.4 0.5 PUBLIC BLDG & REL FURNITURE 2531 1.18 0.98 -18.7 13.7 0.7 1.8 PUMPS AND PUMPING EQUIPMENT 3561 120.603 132.811 10 8.9 0.8 0.2 PWR,DISTR,SPECL TRANSFORMERS 3612 13.768 14.248 3.7 6 0.2 0 RACING,INCL TRACK OPERATIONS 7948 38.977 37.637 -3.9 2.7 1.9 1.5 RADIO BROADCASTING STATIONS 4832 346.95 366.61 5.4 7.1 3 0 RADIO, TV BROADCAST, COMM EQ 3663 6419.842 6661.57 3.7 3.2 3.1 -4.2 RADIO,TV,CONS ELECTR STORES 5731 1341.675 1427.078 6.1 1.7 2.4 5.6 RADIOTELEPHONE COMMUNICATION 4812 20019.926 21091.816 5.1 6.8 2.8 0 REAL ESTATE 6500 47.267 53.312 12.1 13.6 0.7 5.6 REAL ESTATE AGENTS & MGRS 6531 656.722 656.502 0.8 7.1 3.9 -99.6 REAL ESTATE INVESTMENT TRUST 6798 3672.173 3975.345 8.8 7.3 4 -73 RECORD AND TAPE STORES 5735 7.04 6.807 -3.4 -7.2 0.8 2.8 REFRIG & SERVICE IND MACHINE 3580 25.876 29.606 13.6 10.5 1.2 1 REFUSE SYSTEMS 4953 32.289 37.754 15.2 5.1 0.1 0.1 RETAIL STORES, NEC 5990 403.461 413.464 2.5 6.6 2.7 1.1 ROLLING & DRAW NONFER METAL 3350 100.821 120.879 18 10.8 0.2 0.1 RUBBER AND PLASTICS FOOTWEAR 3021 2525.861 2576.365 2 4 10.6 4.6 SAUSAGE,OTH PREPARED MEAT PD 2013 3.454 3.399 -1.6 -1.9 2.9 -6 SAWMILLS, PLANING MILLS, GEN 2421 0.768 0.678 -14.4 5.1 0.5 1.3 SCRAP & WASTE MATERIALS-WHSL 5093 12.399 16.03 25.9 14.7 0.1 0.6 SECURITY & COMMODITY BROKERS 6200 347.703 489.578 38 3.4 3.1 0 SECURITY BROKERS & DEALERS 6211 3771.245 3932.097 4.7 2.6 1.7 -57.9 SEMICONDUCTOR,RELATED DEVICE 3674 4669.25 5439.058 15 13.2 1.6 -27.4 SHIP & BOAT BLDG & REPAIRING 3730 1.353 1.426 4.6 -12.3 1 -23.2 SHOE STORES 5661 624.732 665.253 6.3 6.8 3.7 0.9 SHORT-TERM BUS CREDIT, EX AG 6153 58.408 60.481 4 -2.3 1.5 -1.7 SKILLED NURSING CARE FAC 8051 71.306 77.687 8.9 8 0.5 1.4 SOAP,DETERGENT,TOILET PREPS 2840 10934.19 11248.277 2.8 2.3 12.1 0.1 SOCIAL SERVICES 8300 26.566 26.851 0.8 4.5 0.6 0.2 SPEC OUTPATIENT FACILITY,NEC 8093 28.671 35.282 22.1 15.3 2 1 SPECIAL CLEAN,POLISH PREPS 2842 1297.618 1350.522 4.1 3.1 10.1 0 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 6
2012 AD-TO-SALES RATIOS nnu SIC 2011 Ad 2012 Ad Annual Ad Sales 2011 Ad s 2011 Ad s ode spending spending Growth Growth as of as %of Industry Name $00)($000)Rate( Margin SPECIAL INDUSTRY MACHINERY 3550 1.485 7.2 7.7 0.2 SPECIAL INDUSTRY MACHY. NEC 559189863249.524 26.6 23.3 -0.2 SPORTING ATHLETIC GDS. NEc 3949162.735151.917 2.9 7.1 SRCH DET NAV GUID.AERO SYS 381224499622430.25 -0.9 -4.2 0. STEEL WorKS BLAST FURNACES 3312306.791379.968 0.1 STEEL WRK ROLL&FINISH MILL 3310 3.503 3.33 -5.1 0.5 0.2 3.1 SUBDIVIDE, DEV, EX CEMETERY 6552 633577918 17.6 15.1 0.9 -52.6 SUGAR CONFECTIONERY PRODS 2060472.179586816 19.9 4.2 4.3 SURGICAL MED INSTR. APPARATUS 3841 82.1987.239 0.3 0.3 SVC TO MOTION PICTURE PRODTN 7819 1.645 1.025 -50.3 -38.6 3.4 66 SVCS TO DWELLINGS. OTH BLDGS 7340 46.081 47.517 8.2 7.5 SWITCHGEAR SWITCHBOARD APP 3613 192255 162 7.5 0.3 0.5 TELE TELEGRAPH APPARATUS 3661323.198328493 TELEGRAPH OTH MESSAGE COMM 4822 45450.386 11 128 13.1 132 TELEVISION BROADCAST STATION 48332748.6152949.329 10.6 TESTING LABORATORIES 8734 0.905 1.025 12.5 9.5 0.7 0.5 TEXTILE MILL PRODUCTS 2200 0.221 20.1 0.2 TIRES AND INNER TUBES 3011524.735579.136 13.3 8.1 TOBACCO PRODUCTS 2100 0.9 1.5 TOTALIZING FLUID METERS 3824 14.382 3.429 -5.1 66 0.9 TRANSPORTATION SERVICES 47001521.8931592.051 4.7 6.8 17.6 TRUCK AND BUS BODIES 3713 3.403 4.372 26.1 16.4 TRUCKING. EXCEPT LOCAL 421340.31 11.8 7.9 0.2 TRUCKING. COURIER SVC.EX AIR 4210297.202320.264 7.6 3 0.2 VARIETY STORES 53316354266647.791 00820 VIDEO TAPE RENTAL 7841331.571337.017 5.1 6.6 WATCHES. CLOCKS AND PARTS 3873231901260.467 16.6 7.2 9.6 WATER TRANSPORTATION 44001596.0281647.532 3.3 8 7.7 WATER. SEWER PIPELINE CONSTR 4.326 4.523 3.7 0.1 WINE BRANDY BRANDY SPIRITS 2084156.764143.695 -9.1 94 WMNS. MISS CHLD. INFNT UNDGRMT 2340171.879181.362 5.4 7.3 4.6 1.6 WOMENS CLOTHING STORES 562110596881147.755 0.9 WOMENS MISSES.JRS OUTERWEAR 23303724.4883982.234 7.1 8 8.8 18 WOOD HSHLD FURN EX UPHOLSRD 25118999289.711 -0.5 4 2.5 5.7 X-RAY RELATED APPARATUS 38442588 27.799 X-RAY RELATED APPARATUS 38441357914.398 1.2 1.1 Source: Schonfeld and Associates, Inc. 2012 Advertising Ratios and Budgets
2012 AD-TO-SALES RATIOS Industry Name SIC Code No. 2011 Ad Spending ($000) 2012 Ad Spending ($000) Annual Ad Growth Rate (%) Annual Sales Growth Rate 2011 Ad $ as % of Sales 2011 Ad $ as % of Margin SPECIAL INDUSTRY MACHINERY 3550 1.38 1.485 7.2 7.7 0.2 0.4 SPECIAL INDUSTRY MACHY, NEC 3559 189.863 249.524 26.6 23.3 0.5 -0.2 SPORTING & ATHLETIC GDS, NEC 3949 162.735 151.917 -7.3 2.9 7.1 -2.4 SRCH,DET,NAV,GUID,AERO SYS 3812 2449.962 2430.25 -0.9 -4.2 4 0.1 STEEL WORKS & BLAST FURNACES 3312 306.791 379.968 21 18.4 0.1 0.1 STEEL WRK, ROLL&FINISH MILL 3310 3.503 3.33 -5.1 0.5 0.2 -3.1 SUBDIVIDE, DEV, EX CEMETERY 6552 63.35 77.918 17.6 15.1 0.9 -52.6 SUGAR & CONFECTIONERY PRODS 2060 472.179 586.816 19.9 4.2 4.3 0.1 SURGICAL,MED INSTR,APPARATUS 3841 82.19 87.239 6.4 0.3 0.3 0 SVC TO MOTION PICTURE PRODTN 7819 1.645 1.025 -50.3 -38.6 3.4 6.6 SVCS TO DWELLINGS, OTH BLDGS 7340 46.081 47.517 3.2 8.2 3.7 7.5 SWITCHGEAR & SWITCHBOARD APP 3613 1.9 2.255 16.2 7.5 0.3 0.5 TELE & TELEGRAPH APPARATUS 3661 323.198 328.493 1.5 0.2 1.1 -15 TELEGRAPH & OTH MESSAGE COMM 4822 45.4 50.386 11 12.8 13.1 13.2 TELEVISION BROADCAST STATION 4833 2748.615 2949.329 6.9 10.6 9.4 0 TESTING LABORATORIES 8734 0.905 1.025 12.5 9.5 0.7 0.5 TEXTILE MILL PRODUCTS 2200 0.221 0.27 20.1 13.1 0 0.2 TIRES AND INNER TUBES 3011 524.735 579.136 10.3 13.3 1.9 8.1 TOBACCO PRODUCTS 2100 41 42.064 3 8.2 0.9 1.5 TOTALIZING FLUID METERS 3824 14.382 13.429 -5.1 6.6 0.5 0.9 TRANSPORTATION SERVICES 4700 1521.893 1592.051 4.7 6.8 24.6 -17.6 TRUCK AND BUS BODIES 3713 3.403 4.372 26.1 16.4 0.3 0 TRUCKING, EXCEPT LOCAL 4213 40.311 46.78 11.8 7.9 0.2 0 TRUCKING,COURIER SVC,EX AIR 4210 297.202 320.264 7.6 3 0.2 -55.8 VARIETY STORES 5331 6354.26 6647.791 4.4 4.2 1 0.2 VIDEO TAPE RENTAL 7841 331.571 337.017 7 -5.1 6.6 0 WATCHES, CLOCKS AND PARTS 3873 231.901 260.467 12 16.6 7.2 9.6 WATER TRANSPORTATION 4400 1596.028 1647.532 3.3 8 3.4 -7.7 WATER,SEWER,PIPELINE CONSTR 1623 4.326 4.523 3.7 0.1 0 0 WINE,BRANDY & BRANDY SPIRITS 2084 156.764 143.695 -9.1 -9.4 4.8 0.3 WMNS,MISS,CHLD,INFNT UNDGRMT 2340 171.879 181.362 5.4 7.3 4.6 1.6 WOMEN'S CLOTHING STORES 5621 1059.688 1147.755 8 6.8 3.7 0.9 WOMENS,MISSES,JRS OUTERWEAR 2330 3724.488 3982.234 7.1 8 8.8 1.8 WOOD HSHLD FURN, EX UPHOLSRD 2511 89.992 89.711 -0.5 4 2.5 5.7 X-RAY & RELATED APPARATUS 3844 25.885 27.799 7.1 2.4 1.5 1.1 X-RAY & RELATED APPARATUS 3844 13.579 14.398 5.8 1.2 0.7 1.1 Source: Schonfeld and Associates, Inc. - 2012 Advertising Ratios and Budgets 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 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 ratio 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 2012
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 - Advertising Ratios & Budgets - July 2012
