1994 ADVERTISING TO SALES RATIOS FOR THE 200 LARGEST AD SPENDING INDUSTRIES (CHART)

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Ad dollars Ad dollars Annual

SIC as percent as percent ad growth

Industry no. of sales of margin rate (%)

Abrasive, asbestos, misc minrl 3290 1.1 2.5 2.5

Adhesives and sealants 2891 4.8 12.1 7.5

Agriculture chemicals 2870 1.3 7.0 -8.1

Agriculture production-crops 100 2.3 7.1 -1.8

Air cond, heating, refrig eq 3585 1.5 5.9 2.6

Air courier services 4513 1.4 12.3 0.8

Air transport, scheduled 4512 1.4 14.6 2.6

Apparel & other finished pds 2300 5.6 15.4 9.1

Apparel and accessory stores 5600 2.2 6.3 11.5

Auto and home supply stores 5531 0.9 2.5 2.0

Auto rent & lease, no drivers 7510 2.4 13.3 -1.1

Bakery products 2050 9.9 60.7 -7.5

Beverages 2080 7.5 12.5 6.9

Biological pds, ex diagnstics 2836 1.3 2.3 17.7

Blankbooks, binders, bookbind 2780 3.5 6.9 8.0

Bldg matl, hardwr, garden-retl 5200 3.3 10.2 -0.7

Books: pubg, pubg & printing 2731 3.3 6.0 5.8

Brdwoven fabric mill, cotton 2211 4.0 16.2 9.0

Btld & can soft drinks, water 2086 2.7 5.9 2.4

Cable and other pay TV svcs 4841 1.1 1.7 -1.5

Calculate, acct mach, ex comp 3578 1.8 4.2 13.8

Can fruit, veg, presrv, jam, jel 2033 0.8 3.1 -16.3

Can, frozn presrv fruit & veg 2030 7.1 18.4 4.4

Carpets and rugs 2273 2.4 8.1 -8.9

Catalog, mail-order houses 5961 6.8 17.2 10.8

Chemicals & allied pds-whsl 5160 3.6 12.9 5.3

Chemicals & allied prods 2800 2.8 6.5 2.5

Cigarettes 2111 4.4 7.9 -2.5

Cmp and cmp software stores 5734 1.5 25.5 23.1

Cmp integrated sys design 7373 1.5 4.1 3.0

Cmp processing, data prep svc 7374 1.4 3.1 4.4

Cmmunications equip, NEC 3669 1.5 3.8 -3.0

Computer & office equipment 3570 1.2 3.3 1.9

Computer communication equip 3576 1.9 3.4 17.6

Computer peripheral eq, NEC 3577 2.8 7.0 13.8

Computer storage devices 3572 0.8 3.1 6.4

Computers & software-whsl 5045 0.5 5.9 14.4

Construction machinery & eq 3531 0.2 0.6 -1.1

Convrt papr, paprbrd, ex boxes 2670 5.8 15.7 1.8

Cutlery, hand tools, gen hrdwr 3420 10.2 19.1 9.6

Dairy products 2020 1.4 5.5 9.3

Dental equipment & supplies 3843 2.0 3.9 19.8

Department stores 5311 2.6 10.6 1.8

Dolls and stuffed toys 3942 15.1 28.0 14.0

Drug & proprietary stores 5912 1.4 5.0 4.5

Eating places 5812 3.2 16.2 7.5

Educational services 8200 6.5 16.7 1.6

Elec meas & test instruments 3825 2.7 5.7 3.4

Electr, oth elec eq, ex cmp 3600 2.4 7.3 6.3

Electric housewares and fans 3634 5.1 16.4 5.9

Electric lighting, wiring eq 3640 1.7 4.3 8.5

Electrical indl apparatus 3620 2.3 6.2 10.7

Electromedical apparatus 3845 1.0 1.6 2.4

Electronic comp, accessories 3670 3.0 18.7 9.4

Electronic components, NEC 3679 0.8 2.7 14.3

Electronic computers 3571 1.7 5.0 10.1

Electronic parts, eq-whsl, NEC 5065 2.9 13.0 14.4

Engines and turbines 3510 1.8 7.2 -7.5

Engr, acc, resh, mgmt, rel svcs 8700 0.7 3.0 3.5

Fabricated rubber pds, NEC 3060 1.5 5.6 3.0

Family clothing stores 5651 2.5 7.9 9.5

Farm machinery and equipment 3523 1.2 4.7 5.2

Finance-services 6199 0.9 5.6 20.1

Food and kindred products 2000 6.3 16.3 4.7

Food stores 5400 4.2 10.3 13.3

Footwear, except rubber 3140 3.8 9.9 3.3

Functions rel to dep bke, NEC 6099 11.5 54.9 11.3

Furniture stores 5712 6.4 14.8 3.3

Games, toys, chld veh, ex dolls 3944 16.4 30.7 16.4

Gen med & surgical hospitals 8062 0.8 4.0 5.2

General indl mach & eq, NEC 3569 0.7 2.0 4.2

General industrial mach & eq 3560 2.2 7.7 4.3

Glass, glasswr-pressed, blown 3220 1.1 2.6 4.9

Grain mill products 2040 9.1 18.3 1.5

Greeting cards 2771 4.9 7.2 10.3

Groceries & related pds-whsl 5140 2.0 16.1 3.3

Grocery stores 5411 1.1 4.5 0.3

Guided missiles & space vehc 3760 0.4 1.7 1.6

Hardwr, plumb, heat eq-whsl 5070 2.3 37.9 8.0

Help supply services 7363 1.0 5.4 -0.4

Hobby, toy, and game shops 5945 1.5 4.9 11.3

Home furniture & equip store 5700 2.9 8.0 10.7

Hospital & medical svc plans 6324 0.9 4.0 19.1

Hospitals 8060 4.2 26.8 -5.0

Hotels, motels, tourist courts 7011 3.6 12.2 3.4

Household appliances 3630 3.0 9.6 3.3

Household audio & video eq 3651 3.6 12.2 7.2

Household furniture 2510 4.6 13.6 8.9

Ice cream & frozen desserts 2024 3.6 10.7 -1.1

In vitro, in vivo diagnostics 2835 2.1 5.5 8.2

Indl coml fans, blowrs, oth eq 3564 4.1 14.2 12.9

Indl trucks, tractors, trailrs 3537 1.0 4.5 10.0

Industrial measurement instr 3823 0.8 2.0 -6.2

Industrial organic chemicals 2860 0.8 2.7 -1.4

Ins agents, brokers & service 6411 1.1 4.9 8.3

Investment advice 6282 7.3 19.6 13.5

Jewelry stores 5944 4.3 10.6 -2.4

Jewelry, precious metal 3911 3.0 6.6 3.6

Knit outerwear mills 2253 2.8 7.9 14.5

Knitting mills 2250 3.0 8.9 4.9

Ad dollars Ad dollars Annual

SIC as percent as percent ad growth

Industry no. of sales of margin rate (%)

Lab analytical instruments 3826 1.8 3.2 2.1

Lumber & oth bldg matl-retl 5211 1.1 4.0 7.3

Lumber and wood pds, ex furn 2400 0.2 1.1 2.6

Magnetc, optic recordng media 3695 3.0 8.0 6.9

Malt beverages 2082 5.5 16.1 -0.1

Management services 8741 1.5 7.0 15.1

Meas & controlling dev, NEC 3829 1.8 4.1 14.8

Meat packing plants 2011 6.0 23.7 5.8

Membership sport & rec clubs 7997 6.5 8.5 -10.1

Men, yth, boys frnsh, wrk clthg 2320 3.6 10.7 15.9

Metal forgings and stampings 3460 0.9 2.9 13.1

Metalworking machinery & eq 3540 3.1 8.8 5.2

Millwork, veneer, plywood 2430 1.7 7.5 14.8

Misc amusement & rec service 7990 2.6 6.6 0.6

Misc business services 7380 3.9 7.0 3.6

Misc chemical products 2890 7.2 16.6 5.8

Misc durable goods-whsl 5090 2.0 8.0 12.4

Misc elec machy, eq, supplies 3690 1.5 5.0 3.5

Misc fabricated metal prods 3490 0.7 2.3 -1.8

Misc food preps, kindred pds 2090 2.9 6.5 5.1

Misc general mdse stores 5399 3.6 15.1 3.6

Misc manufacturng industries 3990 2.3 5.8 7.8

Misc nondurable goods-whsl 5190 3.2 11.5 12.3

Misc plastics products 3080 2.1 8.0 0.7

Misc shopping goods stores 5940 2.2 7.2 7.6

Misc transportation equip 3790 4.7 15.1 -0.7

Miscellaneous retail 5900 1.8 6.7 8.7

Mortgage bankers & loan corr 6162 2.2 3.3 14.5

Motion pic, videotape prodtn 7812 12.4 25.8 11.3

Motion pict, videotape distr 7822 6.3 13.8 9.6

Motion picture theaters 7830 3.1 17.3 -6.0

Motor vehicle part, accessory 3714 0.8 3.4 8.1

Motor vehicles & car bodies 3711 2.7 13.5 0.1

Motorcycles, bicycles & parts 3751 1.2 4.8 14.8

Newspaper: pubg, pubg & print 2711 3.4 8.3 0.1

Office machines, NEC 3579 1.2 3.9 -5.0

Offices of medical doctors 8011 1.4 6.7 10.8

Operative builders 1531 1.1 8.8 0.1

Operators-nonres bldgs 6512 1.6 4.0 -1.3

Ophthalmic goods 3851 8.4 14.6 8.9

Ortho, prosth, surg appl, suply 3842 2.1 4.1 8.4

Paints, varnishes, lacquers 2851 2.7 6.8 6.1

Paper & paper products-whsl 5110 1.6 6.1 14.7

Paper mills 2621 3.0 12.9 -3.8

Patent owners and lessors 6794 4.3 9.5 15.3

Pens, pencils, oth office matl 3950 4.7 10.5 1.8

Perfume, cosmetic, toilet prep 2844 8.8 15.3 6.8

Periodical: pubg, pubg & print 2721 5.6 10.4 -3.3

Personal credit institutions 6141 0.7 1.5 -0.8

Personal services 7200 7.0 17.9 8.1

Petroleum refining 2911 1.1 8.4 12.1

Pharmaceutical preparations 2834 5.6 7.8 4.8

Phone comm ex radiotelephone 4813 1.9 4.6 10.3

Phono recrds, audiotape, disc 3652 11.7 24.2 18.9

Photofinishing laboratories 738 3.4 12.0 11.9

Photographic equip & suppl 3861 4.1 10.2 1.7

Plastic matl, synthetic resin 2820 1.2 3.9 1.3

Plastics products, NEC 3089 2.7 7.0 4.3

Plastics, resins, elastomers 2821 0.8 2.5 -1.2

Poultry slaughter & process 2015 2.5 13.5 10.3

Prepackaged software 7372 3.8 5.2 14.9

Printed circuit boards 3672 1.2 6.5 32.1

Printing trades machy, equip 3555 2.2 5.1 3.9

Prof & coml eq & supply-whsl 5040 2.0 5.8 8.6

Pumps and pumping equipment 3561 1.6 3.9 0.7

Radio broadcasting stations 4832 5.2 13.0 19.8

Radio, TV broadcast, comm eq 3663 1.2 3.1 13.2

Radio, TV, cons electr stores 5731 4.1 15.8 3.0

Radiotelephone communication 4812 3.7 6.6 14.3

Real estate investment trust 6798 1.9 3.4 11.4

Refrig & service ind machine 3580 2.1 6.5 -1.5

Retail stores 5990 4.6 11.7 16.3

Rubber and plastics footwear 3021 7.9 19.0 9.5

Sausage, oth prepared meat pd 2013 9.6 24.5 9.5

Security brokers & dealers 6211 1.8 4.5 -17.1

Semiconductor, related device 3674 2.0 4.1 18.7

Ship & boat bldg & repairing 3730 0.5 2.5 -8.5

Shoe stores 5661 5.4 16.1 12.7

Skilled nursing care facil 8051 1.7 12.7 7.0

Soap, detergent, toilet preps 2840 9.9 22.6 8.3

Spec outpatient facility, NEC 8093 1.0 4.8 15.3

Special clean, polish preps 2842 16.1 26.6 2.5

Special industry machinery 3550 4.1 14.4 -8.3

Sporting & athletic gds, NEC 3949 6.4 13.4 17.2

Srch, det, nav, guid, aero sys 3812 4.3 17.7 -0.2

Sugar & confectionery prods 2060 12.7 29.9 6.2

Surgical, med instr, apparatus 3841 1.2 2.5 6.5

Svc to motion picture prodtn 7819 2.0 5.9 9.2

Tele & telegraph apparatus 3661 0.7 2.1 1.3

TV broadcast station 4833 3.2 7.4 6.4

Textile mill products 2200 0.9 3.8 13.3

Tires and inner tubes 3011 1.9 6.5 3.6

Unsupp plastics film & sheet 3081 3.0 9.3 -2.1

Variety stores 5331 1.6 6.6 4.9

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