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 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 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