Advertising to sales ratios 2010

Data from Schonfeld & Associates

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2010 advertising to sales ratios for 200 largest ad spending industries
Data provided by Schonfeld & Associates http://www.saibooks.com
IndustrySIC CodeAdvertising as % of salesAdvertising as % of marginAnnual ad growth %
ABRASIVE,ASBESTOS,MISC MINRL 3290 1.3 5.5 -6.5
ACCIDENT & HEALTH INSURANCE 6321 1.1 8.7 3.2
ADVERTISING 7310 2.5 6 14.7
AGRIC PROD-LVSTK,ANIMAL SPEC 200 1.7 6.2 14.2
AGRICULTURAL CHEMICALS 2870 5.2 13 14.7
AGRICULTURE PRODUCTION-CROPS 100 0.5 1.3 -0.4
AIR COURIER SERVICES 4513 0.8 5.2 0.3
AIR TRANSPORT, SCHEDULED 4512 0.9 7.3 1.8
AIR-COND,HEATING,REFRIG EQ 3585 2.1 6.7 -4.8
AIRCRAFT 3721 0.2 1.1 -4.8
AMUSEMENT & RECREATION SVCS 7900 3.7 16.5 -5.2
AMUSEMENT PARKS 7996 8 17 -0.9
APPAREL & OTHER FINISHED PDS 2300 5 10.5 4.4
APPAREL AND ACCESSORY STORES 5600 4.3 10 -2.4
AUTO AND HOME SUPPLY STORES 5531 1.3 2.6 0.1
AUTO DEALERS, GAS STATIONS 5500 0.7 4.5 -14
AUTO RENT & LEASE,NO DRIVERS 7510 1.7 4.3 -9.4
AUTO REPAIR,SERVICES,PARKING 7500 11.2 41.6 1.1
BALL AND ROLLER BEARINGS 3562 0.4 1.2 -30.6
BEVERAGES 2080 6.1 9.9 4.9
BIOLOGICAL PDS,EX DIAGNSTICS 2836 1.3 1.8 5
BLANKBOOKS,BINDERS,BOOKBIND 2780 4.1 8.5 -14.9
BLDG MATL,HARDWR,GARDEN-RETL 5200 1.4 4.4 5.6
BOOKS: PUBG, PUBG & PRINTING 2731 8.8 20.2 -16.2
BTLD & CAN SOFT DRINKS,WATER 2086 3.5 7.5 4.9
BUSINESS SERVICES, NEC 7389 1.4 4.8 -1
CABLE AND OTHER PAY TV SVCS 4841 5.6 10.4 -1.3
CAN FRUIT,VEG,PRESRV,JAM,JEL 2033 1.5 5.1 9.6
CAN,FROZN,PRESRV FRUIT & VEG 2030 3 8.5 1.4
CARPETS AND RUGS 2273 0.9 3.5 -10.1
CATALOG, MAIL-ORDER HOUSES 5961 3.4 13.1 8.6
CHEMICALS & ALLIED PDS-WHSL 5160 0.7 2.5 -2.2
CHEMICALS & ALLIED PRODUCTS 2800 4.9 8.1 -3.1
CIGARETTES 2111 1.1 2.5 8.1
CMP AND CMP SOFTWARE STORES 5734 0.8 2.8 18.4
CMP INTEGRATED SYS DESIGN 7373 0.5 1.4 3.1
CMP PROCESSING,DATA PREP SVC 7374 0.8 2.2 4.5
CMP PROGRAMMING,DATA PROCESS 7370 3.6 6.7 3.8
COMMUNICATIONS EQUIP, NEC 3669 1.8 4.8 -3.4
COMMUNICATIONS SERVICES, NEC 4899 5.4 13.5 1
COMPUTER & OFFICE EQUIPMENT 3570 0.7 2.6 -7
COMPUTER COMMUNICATION EQUIP 3576 0.2 0.3 -1.6
COMPUTER PERIPHERAL EQ, NEC 3577 2.4 5.1 -4.1
COMPUTER STORAGE DEVICES 3572 0.3 0.6 3.6
COMPUTERS & SOFTWARE-WHSL 5045 0.3 3.6 -1.2
CONGLOMERATE 9997 0.3 1.7 3
CONSTRUCTION MACHINERY & EQ 3531 0.3 1.3 1.6
CONVRT PAPR,PAPRBRD,EX BOXES 2670 1 2.6 -1.9
CREDIT REPORTING AGENCIES 7320 1.6 2.8 1.6
CUTLERY, HANDTOOLS,GEN HRDWR 3420 1.4 3.3 -3.9
DAIRY PRODUCTS 2020 2.5 8.9 8.6
DENTAL EQUIPMENT & SUPPLIES 3843 3.9 6.7 6.6
DEPARTMENT STORES 5311 5 12.9 -4
DETECT,GUARD,ARMOR CAR SVCS 7381 0.7 4 11
DISTILLED AND BLENDED LIQUOR 2085 14.4 23.7 0.6
DOLLS AND STUFFED TOYS 3942 10.1 20 -4.8
DRUG & PROPRIETARY STORES 5912 0.7 3.4 3.7
DRUGS AND PROPRIETARY-WHSL 5122 0.3 5.3 0.4
DURABLE GOODS-WHOLESALE 5000 0.6 2.3 2.1
EATING PLACES 5812 2.7 10.8 4
EDUCATIONAL SERVICES 8200 9.8 16.3 9.2
ELEC MEAS & TEST INSTRUMENTS 3825 0.6 1.3 -4.7
ELECTR, OTH ELEC EQ, EX CMP 3600 2.1 7.1 -4.2
ELECTRIC HOUSEWARES AND FANS 3634 2.2 5.2 -13.4
ELECTRIC LIGHTING, WIRING EQ 3640 0.7 2.1 -5.5
ELECTRIC SERVICES 4911 0.5 3 10.8
ELECTROMEDICAL APPARATUS 3845 1.1 1.5 7.6
ELECTRONIC COMPONENTS, NEC 3679 0.4 0.9 1.9
ELECTRONIC COMPUTERS 3571 1.1 3.5 0
ENGINEERING SERVICES 8711 0.2 0.8 13.8
ENGINES AND TURBINES 3510 1.2 5.3 -4.9
EQUIP RENTAL & LEASING, NEC 7359 5.6 6.9 5.9
FAMILY CLOTHING STORES 5651 1.8 4.6 -2.9
FARM MACHINERY AND EQUIPMENT 3523 1 3.9 6.5
FATS AND OILS 2070 8.9 18.8 20.5
FINANCE LESSORS 6172 1.1 1.9 4.7
FIRE, MARINE, CASUALTY INS 6331 0.9 5.2 -9.1
FOOD AND KINDRED PRODUCTS 2000 11.5 23.1 1.2
FOOTWEAR, EXCEPT RUBBER 3140 4.6 10.8 1.2
FUNCTIONS REL TO DEP BKG,NEC 6099 8.2 16.6 10.5
FURNITURE STORES 5712 7.2 13.4 -21.1
GAMES,TOYS,CHLD VEH,EX DOLLS 3944 6.8 14.9 14
GENERAL INDL MACH & EQ, NEC 3569 1.1 2.1 0.5
GENERAL INDUSTRIAL MACH & EQ 3560 0.6 1.8 5.8
GRAIN MILL PRODUCTS 2040 6.1 15.6 7.8
GROCERIES & RELATED PDS-WHSL 5140 0.3 1.4 2.5
GROCERIES, GENERAL LINE-WHSL 5141 1.1 14.6 4.5
GROCERY STORES 5411 0.8 2.7 -5.7
HELP SUPPLY SERVICES 7363 0.5 2.5 -17.5
HOBBY, TOY, AND GAME SHOPS 5945 3.7 10.3 2.3
HOME FURNITURE & EQUIP STORE 5700 4.2 10.9 -7.3
HOME HEALTH CARE SERVICES 8082 1.6 3.5 14.7
HOSPITAL & MEDICAL SVC PLANS 6324 0.4 2.1 2.6
HOSPITALS 8060 0.6 2.5 2.1
HOTELS AND MOTELS 7011 2.2 13 -13.8
HOUSEHOLD APPLIANCES 3630 1.7 8.9 -4.6
HOUSEHOLD AUDIO & VIDEO EQ 3651 6.1 39 -9.4
HOUSEHOLD FURNITURE 2510 6 18.1 -18.8
IN VITRO,IN VIVO DIAGNOSTICS 2835 0.8 1.3 2.6
INDL INORGANIC CHEMICALS 2810 0.4 1.3 -0.3
INDUSTRIAL MACH & EQ-WHSL 5084 1.6 3.1 2.6
INDUSTRIAL ORGANIC CHEMICALS 2860 0.1 0.5 2.8
INS AGENTS,BROKERS & SERVICE 6411 0.6 3.9 4.3
INVESTMENT ADVICE 6282 2.5 7.9 -37
JEWELRY STORES 5944 5.1 9.9 -6.4
KNITTING MILLS 2250 4.5 12.9 -4.1
LAB ANALYTICAL INSTRUMENTS 3826 0.8 1.4 8.4
LEATHER AND LEATHER PRODUCTS 3100 2 3 9.5
LUMBER & OTH BLDG MATL-RETL 5211 1.7 4.8 -6.5
MAILING,REPRO,COMML ART SVCS 7330 18.2 26.9 19.7
MALT BEVERAGES 2082 3.7 7.3 11.1
MANAGEMENT CONSULTING SVCS 8742 1 3 2.1
MEAT PACKING PLANTS 2011 1.4 20.4 15.1
MED, DENTAL, HOSP EQ-WHSL 5047 0.3 1.3 2.4
MEMBERSHIP SPORT & REC CLUBS 7997 3 9.7 4.8
MENS,BOYS FRNSH, WORK CLTHNG 2320 3.3 6.7 -4.8
METAL MINING 1000 0.5 1.1 -7.4
METALWORKING MACHINERY & EQ 3540 1 3 -15.9
MISC AMUSEMENT & REC SERVICE 7990 1.9 5 -2.5
MISC CHEMICAL PRODUCTS 2890 1 3.1 -1.7
MISC ELEC MACHY,EQ,SUPPLIES 3690 4.5 13.3 8.6
MISC EQUIP RENTAL & LEASING 7350 2 4.7 -4.3
MISC FABRICATED METAL PRODS 3490 5.7 17.5 -10
MISC FOOD PREPS, KINDRED PDS 2090 2.8 7.3 8.7
MISC MANUFACTURNG INDUSTRIES 3990 2.5 4.7 0.8
MISC NONDURABLE GOODS-WHSL 5190 0.5 3.9 3.6
MISC PDS OF PETROLEUM & COAL 2990 0.9 2.5 6.3
MISC SHOPPING GOODS STORES 5940 3.4 11.4 2.3
MISC TRANSPORTATION EQUIP 3790 1.4 6.2 -10.6
MISCELLANEOUS PUBLISHING 2741 2.2 3.3 -3.3
MISCELLANEOUS RETAIL 5900 2.5 7.7 9.1
MOTION PIC, VIDEOTAPE PRODTN 7812 19.4 31.4 6.3
MOTION PICTURE THEATERS 7830 1 5.4 1.1
MOTOR VEH SUPLY,NEW PTS-WHSL 5013 0.4 1.4 -3.9
MOTOR VEHICLE PART,ACCESSORY 3714 0.6 2.7 1.7
MOTOR VEHICLES & CAR BODIES 3711 2.3 15.4 -8.5
MOTORCYCLES,BICYCLES & PARTS 3751 1.8 4.1 -2.1
MOTORS AND GENERATORS 3621 0.5 1.4 2.1
OIL & GAS FIELD MACHY, EQUIP 3533 0.5 3.7 16.9
OIL & GAS FIELD SERVICES,NEC 1389 0.1 0.2 -6.2
OPERATORS-NONRES BLDGS 6512 0.4 1.4 7.4
OPHTHALMIC GOODS 3851 4.1 5.6 8.2
ORDNANCE AND ACCESSORIES 3480 6.1 23.3 9.7
ORTHO,PROSTH,SURG APPL,SUPLY 3842 3.5 5.7 2.4
PAINTS, VARNISHES, LACQUERS 2851 3 7.5 12.2
PAPER & PAPER PRODUCTS-WHSL 5110 2.9 19.4 -2.6
PAPER MILLS 2621 0.9 7.5 -5.6
PATENT OWNERS AND LESSORS 6794 6.7 8.6 1.4
PERFUME,COSMETIC,TOILET PREP 2844 20.1 29.2 4
PERIODICAL:PUBG,PUBG & PRINT 2721 2.8 4.3 -11.6
PERSONAL CREDIT INSTITUTIONS 6141 0.7 2.6 -14.9
PERSONAL SERVICES 7200 5.9 16.9 -1.2
PETROLEUM REFINING 2911 0.1 0.5 0.1
PETROLEUM,EX BULK STATN-WHSL 5172 0.2 3.4 23.3
PHARMACEUTICAL PREPARATIONS 2834 4.2 5.4 5.4
PHONE COMM EX RADIOTELEPHONE 4813 2.4 4.6 1.3
PHONO RECRDS,AUDIO TAPE,DISK 3652 3 6.5 -20.5
PHOTOGRAPHIC EQUIP & SUPPLY 3861 1.3 3 -4.5
PLASTICS PRODUCTS, NEC 3089 1.2 3.5 11.7
PREPACKAGED SOFTWARE 7372 2.8 3.5 8.9
RACING,INCL TRACK OPERATIONS 7948 4 9.7 1.4
RADIO BROADCASTING STATIONS 4832 2.9 5.6 -5.2
RADIO, TV BROADCAST, COMM EQ 3663 2.8 8 -4.9
RADIO,TV,CONS ELECTR STORES 5731 1.7 6 4.3
RADIOTELEPHONE COMMUNICATION 4812 3.4 6.2 5.8
REAL ESTATE AGENTS & MGRS 6531 6.9 20.4 12.4
REAL ESTATE INVESTMENT TRUST 6798 4 11.2 -5.2
RETAIL STORES, NEC 5990 2.8 7.4 -1.1
RUBBER AND PLASTICS FOOTWEAR 3021 12.5 26.3 7.7
SECURITY & COMMODITY BROKERS 6200 0.1 1.4 11.8
SECURITY BROKERS & DEALERS 6211 1.7 6 -11.6
SEMICONDUCTOR,RELATED DEVICE 3674 1.5 3.1 -10.9
SHOE STORES 5661 3 8 0.9
SHORT-TERM BUS CREDIT, EX AG 6153 1.2 4.8 2.3
SKILLED NURSING CARE FAC 8051 0.5 2.4 4.4
SOAP,DETERGENT,TOILET PREPS 2840 9.2 17.4 2.3
SPEC OUTPATIENT FACILITY,NEC 8093 1.8 6.7 24
SPECIAL CLEAN,POLISH PREPS 2842 9.8 19.5 3.8
SPORTING & ATHLETIC GDS, NEC 3949 7.8 20.9 -2
SRCH,DET,NAV,GUID,AERO SYS 3812 4 16.4 9.1
STEEL WORKS & BLAST FURNACES 3312 0.2 1 -5.8
SUBDIVIDE, DEV, EX CEMETERY 6552 1 2.9 7.2
SUGAR & CONFECTIONERY PRODS 2060 3.3 10.5 11.5
SURGICAL,MED INSTR,APPARATUS 3841 0.6 0.8 15.7
SVCS TO DWELLINGS, OTH BLDGS 7340 4 8.1 6.1
SWITCHGEAR & SWITCHBOARD APP 3613 0.1 0.5 4
TELE & TELEGRAPH APPARATUS 3661 1.6 3.9 -7.7
TELEVISION BROADCAST STATION 4833 7.4 25.3 1.1
TIRES AND INNER TUBES 3011 1.8 9.6 -7.8
TRANSPORTATION SERVICES 4700 22.2 29.2 1.8
TRUCKING,COURIER SVC,EX AIR 4210 0.3 3.4 -3
VARIETY STORES 5331 1.2 4.3 1.7
VIDEO TAPE RENTAL 7841 5.6 9.2 0.6
WATCHES, CLOCKS AND PARTS 3873 5.5 9.4 4.6
WATER TRANSPORTATION 4400 3.1 9.5 2.5
WINE,BRANDY & BRANDY SPIRITS 2084 3.3 7.9 -10.9
WMNS,MISS,CHLD,INFNT UNDGRMT 2340 5.4 12.2 7.2
WOMEN'S CLOTHING STORES 5621 3.4 7.4 -8.8
WOMENS,MISSES,JRS OUTERWEAR 2330 8 13.5 0.2
WOOD HSHLD FURN, EX UPHOLSRD 2511 2.7 9.1 5
NOTE: Advertising Ratios & Budgets covers over 300 industries. The 200 industries listed here were selected as the industries with the largest dollar volume of advertising based on estimated 2010 spending. For information about other industries, contact Schonfeld & Associates, Inc. SIC = Standard Industrial Classification number; Ad $ as % Sales = Advertising / Net Sales; Ad $ as % Margin = Advertising Expense/(Net Sales-Cost of Goods Sold); Annual Ad Growth Rate % = Average Annual Compound Growth Rate in Ad Spending SOURCE: Advertising Ratios & Budgets, 34th Edition, 190 pages. Published by Schonfeld & Associates, Inc., 1931 Lynn Circle Libertyville, IL 60048. Phone 800-205-0030. Price $ 395 US for book, book with database $ 495 US. For more information, visit www.saiBooks.com