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 32012 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