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 62012 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