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 Budgets2012 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