| 2010 advertising to sales ratios for 200 largest ad spending industries |
| Data provided by Schonfeld & Associates http://www.saibooks.com |
| Industry | SIC Code | Advertising as % of sales | Advertising as % of margin | Annual 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 |
