Advertising Age Data Center
1998 advertising-to-sales ratios
Industry SIC no. Ad dollars as % of sales Ad dollars as % of margin Predicted '99 ad growth rate (%)
Accident & health insurance 6321 0.7 7.9 9.4
Agricultural chemicals 2870 10.3 31.3 18.4
Agriculture production-crops 0100 1.5 5.5 6.0
Air courier services 4513 1.3 10.3 5.9
Air transport, scheduled 4512 1.2 8.2 2.9
Air-cond, heating, refrig eq 3585 1.8 6.7 6.4
Amusement & recreation svcs 7900 2.6 8.2 41.3
Apparel & other finished pds 2300 5.3 13.8 10.4
Apparel and accessory stores 5600 4.2 9.8 9.4
Auto and home supply stores 5531 1.4 4.3 11.1
Auto dealers, gas stations 5500 2.7 15.3 48.4
Auto rent & lease, no drivers 7510 1.9 4.7 5.9
Bakery products 2050 3.0 4.9 9.6
Beverages 2080 7.7 12.7 -2.2
Biological pds, ex diagnstics 2836 1.5 2.3 8.8
Blankbooks, binders, bookbind 2780 8.5 14.5 5.6
Bldg matl, hardwr, garden-retl 5200 4.3 12.1 11.4
Books: pubg, pubg & printing 2731 11.7 20.9 -3.2
Brdwoven fabric mill, cotton 2211 1.3 8.3 2.7
Btld & can soft drinks, water 2086 4.9 10.1 9.7
Business services, nec 7389 1.1 2.6 14.5
Cable and other pay TV svcs 4841 0.8 1.7 21.0
Can fruit,veg,presrv,jam,jel 2033 1.4 5.1 5.7
Can, frozn, presrv fruit & veg 2030 3.6 8.0 2.1
Catalog, mail-order houses 5961 8.7 28.2 9.2
Chemicals & allied products 2800 1.9 4.4 -1.6
Cigarettes 2111 8.2 15.0 -3.2
Cmp and cmp software stores 5734 0.8 5.3 16.5
Cmp integrated sys design 7373 1.6 3.7 10.3
Cmp processing, data prep svc 7374 1.1 2.7 10.3
Cmp programming, data process 7370 0.9 2.2 19.8
Commercial printing 2750 8.0 24.7 10.0
Communications equip, nec 3669 3.1 7.6 0.6
Computer & office equipment 3570 1.9 5.4 8.8
Computer communication equip 3576 2.3 3.8 16.8
Computer peripheral eq, nec 3577 2.8 6.1 8.6
Computer storage devices 3572 1.9 6.8 17.8
Computers & software-whsl 5045 0.3 3.4 5.3
Construction machinery & eq 3531 0.5 1.4 8.9
Convenience stores 5412 0.6 1.5 1.1
Convrt papr, paprbrd, ex boxes 2670 2.9 6.8 11.7
Cookies and crackers 2052 3.1 5.9 5.8
Cutlery, handtools, gen hrdwr 3420 11.2 20.8 13.5
Dairy products 2020 4.9 9.9 7.8
Dental equipment & supplies 3843 1.6 3.1 12.5
Department stores 5311 3.3 10.7 6.2
Distilled and blended liquor 2085 11.9 20.7 10.6
Dolls and stuffed toys 3942 14.9 28.3 10.4
Drug & proprietary stores 5912 0.9 3.2 9.2
Drugs and proprietary-whsl 5122 1.1 8.1 13.4
Eating and drinking places 5810 5.0 36.3 -18.0
Eating places 5812 4.3 19.7 7.3
Educational services 8200 5.4 16.2 8.9
Elec meas & test instruments 3825 3.5 6.8 8.4
Electr, oth elec eq, ex cmp 3600 1.5 6.0 -7.8
Electric housewares and fans 3634 5.5 16.9 6.8
Electric lighting, wiring eq 3640 2.7 7.4 6.2
Electrical indl apparatus 3620 2.0 4.5 22.4
Electromedical apparatus 3845 1.1 1.7 11.5
Electronic comp, accessories 3670 2.4 6.2 -4.7
Electronic computers 3571 1.6 5.2 12.3
Electronic parts, eq-whsl, nec 5065 0.8 4.6 3.9
Engr, acc, resh, mgmt, rel svcs 8700 1.7 5.6 26.5
Equip rental & leasing, nec 7359 4.2 8.7 59.8
Family clothing stores 5651 2.9 8.6 13.4
Farm machinery and equipment 3523 1.0 3.6 4.9
Fire, marine, casualty ins 6331 0.7 5.6 6.4
Food and kindred products 2000 10.5 24.6 3.8
Food stores 5400 4.8 10.8 18.1
Footwear, except rubber 3140 3.9 9.5 11.5
Furniture stores 5712 7.1 17.2 10.0
Games, toys, chld veh, ex dolls 3944 12.8 22.2 5.1
Gen med & surgical hospitals 8062 1.1 6.6 19.0
General indl mach & eq, nec 3569 1.1 2.8 13.2
Glass, glasswr-pressed, blown 3220 1.2 2.2 -15.8
Grain mill products 2040 8.4 16.0 -11.6
Greeting cards 2771 2.7 4.0 3.4
Groceries & related pds-whsl 5140 2.7 83.7 8.2
Groceries, general line-whsl 5141 0.2 2.2 -0.4
Grocery stores 5411 0.9 3.4 1.8
Gskets, hose, bltng-rubr, plstc 3050 1.1 3.6 7.9
Hardwr, plumb, heat eq-whsl 5070 2.1 36.3 6.5
Health services 8000 6.8 21.0 20.9
Heating eq, plumbing fixture 3430 7.0 15.5 -15.2
Help supply services 7363 0.8 3.8 8.7
Hobby, toy and game shops 5945 3.9 12.6 7.1
Home furniture & equip store 5700 2.7 6.9 12.5
Hospital & medical svc plans 6324 1.1 5.2 23.7
Hotels and motels 7011 3.4 10.9 20.0
Household appliances 3630 2.5 8.3 4.0
Household audio & video eq 3651 4.2 14.6 5.5
Household furniture 2510 7.9 26.5 18.0
Ice cream & frozen desserts 2024 4.2 14.6 0.0
In vitro, in vivo diagnostics 2835 1.4 2.6 2.6
Indl coml fans, blowrs, oth eq 3564 2.4 7.4 14.2
Indl inorganic chemicals 2810 0.2 0.6 -24.7
Indl trucks, tractors, trailrs 3537 1.7 7.8 5.2
Industrial measurement instr 3823 0.9 2.1 12.4
Industrial organic chemicals 2860 1.1 3.1 3.6
Investment advice 6282 4.5 14.2 14.0
Jewelry stores 5944 4.8 11.2 10.1
Knit outerwear mills 2253 3.3 10.0 6.0
Knitting mills 2250 4.7 16.1 1.8
Lab analytical instruments 3826 1.8 3.3 8.5
Lawn, garden tractors, equip 3524 3.3 8.1 4.7
Leather and leather products 3100 5.4 11.7 0.7
Lumber & oth bldg matl-retl 5211 0.7 2.6 11.6
Lumber and wood pds, ex furn 2400 0.3 1.9 5.1
Machine tools, metal cutting 3541 1.0 2.8 6.6
Malt beverages 2082 8.3 17.0 2.3
Management services 8741 0.8 4.3 11.1
Manifold business forms 2761 11.6 20.9 -1.7
Meas & controlling dev, nec 3829 2.1 4.8 15.5
Meat packing plants 2011 6.0 24.6 4.8
Membership sport & rec clubs 7997 6.8 18.7 -0.9
Mens, boys frnsh, work clthng 2320 2.8 6.5 8.5
Metalworking machinery & eq 3540 3.6 9.5 -3.8
Millwork, veneer, plywood 2430 3.6 10.5 10.3
Misc amusement & rec service 7990 3.3 8.5 11.1
Misc business services 7380 0.9 1.7 5.4
Misc elec machy, eq, supplies 3690 3.5 9.3 10.2
Misc food preps, kindred pds 2090 3.1 9.5 11.7
Misc furniture and fixtures 2590 1.0 2.6 8.4
Misc general mdse stores 5399 3.7 16.2 -4.5
Misc indl, coml, machy & eq 3590 1.5 3.8 -0.9
Misc manufacturng industries 3990 3.6 7.4 11.2
Misc nondurable goods-whsl 5190 1.3 6.1 -26.2
Misc shopping goods stores 5940 2.9 10.7 13.0
Misc transportation equip 3790 5.0 18.1 1.7
Mortgage bankers & loan corr 6162 3.6 6.0 19.3
Motion pic, videotape prodtn 7812 9.7 22.5 18.4
Motion pict, videotape distr 7822 8.4 19.4 -9.8
Motion picture theaters 7830 2.9 14.7 9.1
Motor vehicle part, accessory 3714 1.2 4.7 3.9
Motor vehicles & car bodies 3711 2.7 12.7 5.5
Motorcycles, bicycles & parts 3751 1.6 5.3 10.6
Newspaper: pubg, pubg & print 2711 4.4 15.8 9.7
Office furniture, ex wood 2522 0.8 1.8 11.2
Office machines, nec 3579 0.3 1.0 7.9
Operative builders 1531 1.3 12.0 12.0
Ophthalmic goods 3851 8.2 12.6 11.5
Ortho, prosth, surg appl, suply 3842 2.0 3.7 7.7
Paints, varnishes, lacquers 2851 3.0 6.9 12.5
Paper mills 2621 2.0 4.8 -2.6
Patent owners and lessors 6794 10.8 21.7 12.9
Pens, pencils, oth artist matl 3950 7.2 16.2 -1.4
Perfume, cosmetic, toilet prep 2844 11.9 19.2 6.7
Periodical: pubg, pubg & print 2721 7.0 14.2 1.5
Personal credit institutions 6141 1.2 2.4 18.8
Personal services 7200 14.2 26.5 18.6
Petroleum refining 2911 1.0 4.3 6.8
Pharmaceutical preparations 2834 5.5 7.8 8.9
Phone comm ex radiotelephone 4813 2.5 5.4 11.9
Phono recrds, audio tape, disk 3652 9.4 17.7 3.7
Photographic equip & supply 3861 3.9 7.8 8.4
Plastc, synth matls; ex glass 2820 1.2 4.0 1.7
Plastics products, nec 3089 10.6 28.9 -0.3
Plastics, resins, elastomers 2821 0.8 3.0 -19.4
Poultry slaughter & process 2015 2.6 18.2 7.8
Prepackaged software 7372 3.8 5.2 14.2
Racing, incl track operations 7948 3.2 7.9 18.6
Radio broadcasting stations 4832 6.0 20.0 28.4
Radio, tv broadcast, comm eq 3663 0.9 2.3 8.4
Radio, tv, cons electr stores 5731 3.7 15.4 6.5
Radiotelephone communication 4812 4.3 9.8 24.2
Real estate agents & mgrs 6531 2.4 8.5 18.2
Real estate investment trust 6798 2.3 4.6 12.0
Record and tape stores 5735 1.1 3.1 -0.5
Refrig & service ind machine 3580 2.2 6.4 10.0
Retail stores, nec 5990 3.7 9.6 17.1
Rubber and plastics footwear 3021 8.7 21.1 13.4
Security brokers & dealers 6211 1.7 3.1 16.7
Semiconductor, related device 3674 2.3 4.4 9.3
Ship & boat bldg & repairing 3730 2.7 8.4 8.4
Shoe stores 5661 2.7 7.9 3.4
Skilled nursing care fac 8051 3.1 18.6 6.0
Soap, detergent, toilet preps 2840 11.2 23.0 4.1
Spec outpatient facility, nec 8093 0.9 2.7 20.9
Special clean, polish preps 2842 13.1 22.3 7.5
Special industry machinery 3550 2.1 6.1 10.8
Sporting & athletic gds, nec 3949 4.1 10.7 12.4
Steel works & blast furnaces 3312 0.1 0.6 9.5
Structural clay products 3250 0.8 12.8 6.3
Sugar & confectionery prods 2060 14.2 31.8 4.4
Surgical, med instr, apparatus 3841 1.5 2.4 11.5
Svcs to dwellings, oth bldgs 7340 1.5 8.3 -1.7
Tele & telegraph apparatus 3661 1.0 2.9 6.6
Television broadcast station 4833 1.9 5.7 10.4
Tires and inner tubes 3011 1.8 6.4 0.1
Tobacco products 2100 4.5 6.3 8.9
Unsupp plastics film & sheet 3081 3.8 12.3 11.6
Variety stores 5331 1.8 7.9 6.0
Video tape rental 7841 3.8 12.5 5.7
Watches, clocks and parts 3873 14.4 25.4 13.1
Water transportation 4400 4.1 10.2 11.9
Wine, brandy & brandy spirits 2084 11.2 19.0 7.6
Wmns, miss, chld, infnt undgrmt 2340 8.9 20.7 -3.4
Women's clothing stores 5621 1.8 4.9 5.0
Womens, misses, jrs outerwear 2330 3.0 9.2 -3.2
Wood hshld furn, ex upholsrd 2511 3.3 9.9 7.9
Notes: Advertising Ratios & Budgets covers more than 400 industries. The 200 industries listed here were selected as the industries with the largest dollar volume of advertising based on estimated 1998 spending. For information about other industries, contact Schonfeld & Associates. Legend: SIC No. = 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. Advertising Ratios & Budgets, 22nd Edition, published by Schonfeld & Associates, 2830 Blackthorn Road, Riverwoods, Ill. 60015. Phone (847) 948-8080. Price $345. Also available on disk. For more information, visit http://www.SAIBooks.com.