Advertising to sales ratios 2002

Published on .

2002 advertising-to-sales ratios for 200 largest ad spending industries
IndustryAd dollars as percent of salesAd dollars as percent of marginAnnual ad growth rate
Abrasive, asbestos, misc. minrl. 0.4 1.7 1.0
Accident & health insurance 1.1 8.6 15.9
Advertising 2.7 6.6 22.1
Agricultural chemicals 2.3 5.5 -2.6
Air courier services 1.2 10.3 -43.7
Air cond., heating, refrig. equip. 1.9 7.2 7.8
Amusement & recreation services 5.1 20.9 2.6
Amusement parks 12.0 22.5 13.0
Apparel & other finished products 4.6 12.1 -5.0
Apparel & accessory stores 6.6 16.7 8.9
Auto & home supply stores 1.0 2.3 -1.1
Auto dealers, gas stations 1.0 5.8 5.1
Auto rental & leasing 2.2 6.8 -3.1
Beverages 10.1 13.9 5.1
Biological products 1.7 23.9 14.5
Blank books, binders 4.1 6.4 -6.6
Book publishing & printing 7.7 15.3 5.2
Bottled & canned soft drinks, water 6.3 13.2 4.1
Building matl., hardwr., garden-retail 4.2 9.5 0.2
Business services 6.2 27.3 23.9
Cable & other pay TV services 7.5 17.0 12.5
Calculate, acct. machines. 0.9 2.4 0.0
Canned fruit, veg., preserves, jam, jelly 1.7 5.8 11.3
Canned, frozen preserves, fruit, veg. 4.2 8.8 1.6
Carpets & rugs 0.8 3.2 5.1
Catalog, mail-order houses 6.7 23.4 9.5
Cigarettes 1.8 4.0 -0.7
Commercial printing 0.8 3.4 -0.4
Communications equip. 1.2 2.8 27.8
Communications services 4.0 9.5 26.5
Computer & office equipment 0.8 2.7 -5.7
Computer communication equip. 1.0 1.9 12.5
Computer peripheral equip. 2.6 6.9 -4.2
Computer storage devices 1.2 3.1 -5.7
Computers & software-wholesale 1.3 16.2 2.8
Computer integrated sys. design 1.4 3.7 8.8
Computer processing, data prep, svc. 1.5 4.0 6.4
Computer programming, data processing 4.7 14.9 6.7
Conglomerate 0.4 0.9 9.2
Construction machinery & equip. 0.5 1.5 3.4
Convenience stores 1.3 3.9 4.3
Convrt. paper, paperboard 7.7 17.9 -0.4
Cutlery 1.0 1.8 -50.5
Dairy products 0.9 4.7 2.5
Dental equipment & supplies 2.4 4.8 28.9
Department stores 3.6 10.3 -0.9
Detect, guard, armor car services 0.7 10.3 -0.9
Distilled & blended liquor 15.1 60.8 -1.0
Dolls & stuffed toys 12.1 23.2 -8.7
Drug & proprietary stores 0.8 3.2 4.4
Drugs & proprietary-wholesale 1.3 17.7 6.2
Durable goods-wholesale 5.0 83.4 7.1
Eating places 3.6 16.1 3.3
Educational services 5.8 13.8 10.4
Elec. meas. & test instruments 1.5 3.0 8.2
Elec., other electric equip. 2.4 6.8 -0.3
Electric housewares & fans 5.0 14.7 10.0
Electric lighting, wiring equip. 1.0 3.2 -5.4
Electrical indl. apparatus 4.4 13.6 -15.8
Electromedical apparatus 1.8 2.7 10.6
Electronic components 1.0 3.4 -1.4
Electronic computers 1.4 5.0 1.7
Electronic parts, equip.-wholesale 0.2 1.5 4.1
Engr., acc., resh., mgmt., rel. svcs. 0.3 0.8 2.7
Equip. rental & leasing 3.3 5.6 8.9
Fabricated rubber pds., Nec. 1.6 8.4 -4.6
Family clothing stores 2.5 8.3 6.7
Farm machinery & equipment 0.9 3.4 8.9
Finance lessors 1.2 2.9 -3.0
Food & kindred products 9.7 20.2 3.8
Footwear, except rubber 4.5 10.6 7.0
Furniture stores 4.6 13.8 7.2
Games, toys, child. veh. 10.5 21.5 -6.3
General industrial mach. & equip. 1.2 2.6 -33.7
Grain mill products 3.7 9.9 2.1
Greeting cards 2.4 3.5 3.6
Groceries, general line-wholesale 0.2 2.0 2.5
Grocery stores 1.2 4.9 6.6
Hardware, plumb, heat equip.-wholesale 1.0 7.9 -0.1
Health services 9.4 30.5 8.8
Heating equp., plumbing fixture 8.4 19.1 7.4
Help supply services 0.3 1.9 1.8
Hobby, toy & game shops 1.2 3.8 10.0
Home furniture & equip. store 2.6 6.6 10.4
Hospital & medical svc. plans 0.4 1.9 14.2
Hotels & motels 1.8 8.1 -5.9
Household appliances 2.6 10.5 1.9
Household furniture 6.5 22.2 5.5
Ice cream & frozen desserts 2.3 9.5 9.6
In vitro, in vivo diagnostics 0.8 2.2 6.5
Indl. coml. fans, blowrs 2.1 6.9 9.0
Indl. inorganic chemicals 0.3 1.0 -3.4
Indl. trucks, tractors, trailrs 0.9 4.7 -12.8
Industrial organic chemicals 3.5 10.5 20.4
Ivestment advice 1.5 2.5 0.6
Iron & steel foundries 4.6 16.9 0.6
Jewelry & watches-wholesale 1.2 8.0 4.0
Jewelry stores 4.6 10.6 6.7
Knit outerwear mills 4.2 11.7 10.9
Knitting mills 3.1 9.8 -17.0
Leather & leather products 3.8 5.6 6.9
Life insurance 1.3 7.3 20.6
Loan brokers 61.2 72.7 41.8
Lumber & other bldg., material-retail 0.5 1.7 11.4
Lumber, plywd, millwork-wholesale 2.1 10.3 -42.0
Mailing, repro, comml art svcs. 25.3 67.5 29.3
Malt beverages 7.5 14.2 1.6
Management consulting svcs. 1.3 3.0 24.8
Management services 0.4 3.7 -0.7
Manifold business forms 4.2 13.6 -8.4
Meas. & controlling dev 1.7 3.7 10.4
Meat packing plants 6.7 22.9 5.5
Med., dental, hosp. equip.-wholesale 0.7 3.4 5.6
Medicinal chems., botanical products. 2.8 8.4 2.6
Membership sport & rec. clubs 5.8 19.8 5.5
Men's, boy's frnsh, work clothing 3.6 8.7 7.4
Metalworking machinery & equip. 1.9 5.4 -5.8
Misc. amusement & rec. services 1.5 3.7 5.3
Misc. business services 0.9 1.6 6.4
Misc. chemical products 7.6 22.6 -0.4
Misc. durable goods-wholesale 8.1 23.3 3.8
Misc. elec. mach., equip., supplies 5.2 14.4 3.6
Misc. equip rental & leasing 1.2 2.6 11.7
Misc. fabricated metal prods. 1.8 6.8 8.4
Misc. food preps, kindred pds. 5.4 9.5 6.2
Misc. manufacturing industries 2.4 5.1 6.6
Misc. non-durable goods-wholesale 0.4 2.8 -2.9
Misc. goods stores 3.5 12.1 6.8
Miscellaneous publishing 5.7 7.8 15.8
Miscellaneous retail 0.6 2.8 12.0
Mobile homes 2.1 6.8 -10.3
Mortgage bankers & loan corr. 1.7 3.7 11.2
Motion pictures., videotape prodtn. 9.8 17.0 35.8
Motion picture theaters 2.5 10.0 7.6
Motor vehicle part,accessory 0.4 2.6 -9.9
Motor vehicles & car bodies 2.3 12.7 0.1
Newspaper publishing & printing 1.1 2.6 -1.4
Office furniture 0.8 2.1 8.0
Operative builders 0.8 4.2 9.2
Ophthalmic goods 5.6 7.8 8.3
Optical instruments & lenses 0.8 1.4 16.9
Ortho., prosth., surg. appl., supply 2.6 4.3 5.4
Paints, varnishes, lacquers 0.7 1.8 -12.7
Paper & paper products-wholesale 0.4 2.5 28.2
Paper mills 2.7 5.8 7.0
Patent owners & lessors 7.7 18.3 8.9
Perfume, cosmetic, toilet prep. 8.2 17.3 0.0
Periodical publishing & printing 5.7 15.3 8.4
Personal credit institutions 1.1 2.5 8.8
Personal services 4.7 15.8 1.7
Petroleum refining 0.6 1.9 4.2
Pharmaceutical preparations 6.1 8.5 10.9
Phone commun. 2.9 7.0 5.6
Photographic equip. & supply 4.4 10.4 -0.3
Plastic, foil, coated paper bags 0.6 2.2 5.5
Plastics products 2.5 8.2 6.3
Plastics, resins, elastomers 0.6 3.0 11.2
Pottery & related products 6.7 15.9 16.3
Poultry slaughter & process 4.9 42.3 9.4
Prepackaged software 3.8 5.0 14.8
Prof. & coml. equip. & supply-wholesale 0.9 2.6 -2.7
Pwr., distr., specl. transformers 0.8 2.3 15.0
Racing, incl. track operations 2.8 8.0 16.9
Radio broadcasting stations 1.0 3.3 8.9
Radio, tv broadcast, comm. equip. 0.8 2.3 3.9
Radio, TV, consumer electr. stores 3.6 15.0 6.3
Radiotelephone communication 3.4 6.2 12.2
Real estate agents & mgrs. 5.1 17.5 9.4
Real estate investment trust 2.3 5.5 6.6
Record & tape stores 1.9 6.3 9.1
Retail stores 5.6 13.5 11.3
Rubber & plastics footwear 8.2 19.3 -0.5
Security brokers & dealers 1.3 2.4 2.9
Semiconductor, related device 2.2 4.5 12.3
Shoe stores 2.6 7.9 6.6
Soap, detergent, toilet preps. 9.7 18.5 -0.8
Special clean, polish preps. 9.6 21.5 1.9
Special industry machy. 0.5 1.2 4.7
Sporting & athletic goods 5.3 14.1 2.2
Search, det., nav., guid., aero systems 1.4 6.6 -2.5
Services to dwellings, other buildings 4.6 10.2 4.7
Structural clay products 2.2 4.6 8.4
Subdivide, develop. 1.5 7.0 -1.6
Sugar & confectionery prods. 15.9 32.3 4.3
Telephone & telegraph apparatus 0.3 1.3 -2.2
TV broadcast station 6.0 19.8 8.4
Textile mill products 3.6 16.2 -4.5
Tires & inner tubes 1.7 7.6 5.5
Tobacco products 4.6 5.5 4.2
Transportation services 7.0 16.1 14.4
Trucking, courier services 0.1 4.9 -53.5
Variety stores 1.0 4.3 7.6
Video tape rental 4.0 6.9 6.7
Watches, clocks & parts 10.7 19.3 -0.5
Water transportation 8.4 22.1 9.6
Wine, spirits 10.6 27.5 10.2
Women's, misses, child, infant undgrmt. 5.4 15.4 8.7
Women's clothing stores 3.4 9.0 5.0
Women's, misses, jrs. outerwear 4.2 8.6 7.5
Wood household furniture 3.2 10.4 -0.4
Notes: Ad dollars as % of sales: Ad spending divided by net sales. Ad dollars as % of margin: Ad spending divided by (net sales minus cost of goods sold). Annual ad growth rate: Average annual compound growth rate in ad spending. Source: Schonfeld & Associates (www.saibooks.com)
In this article:
Most Popular