Advertising Age Data Center
1997 advertising-to-sales ratios
for the 200 largest ad spending industries

Note: Advertising Ratios & Budgets covers over 400 industries. The 200 industries listed here were selected as the industries with the largest dollar volume of advertising based on estimated 1997 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.

Industry SIC No. Ad dollars as percent of sales Ad dollars as percent of margin Annual ad growth (%) rate
Accident & health insurance 6321 0.5 4.8 2.0
Advertising 7310 2.4 6.3 26.3
Agriculture chemicals 2870 3.8 14.1 19.4
Agriculture production-crops 100 1.5 5.3 -6.0
Air cond, heating, refrig eq 3585 1.5 5.7 7.4
Air courier services 4513 1.4 10.9 7.3
Air transport, scheduled 4512 1.1 7.6 2.0
Apparel & other finished pds 2300 5.8 14.7 7.4
Apparel & accessory stores 5600 2.3 6.0 4.3
Auto & home supply stores 5531 1.4 3.6 7.3
Auto dealers, gas stations 5500 0.8 4.7 35.5
Auto rent & lease, no drivers 7510 2.8 7.6 14.6
Bakery products 2050 2.7 5.0 8.7
Beverages 2080 7.6 13.9 12.0
Biological pds, ex diagnstics 2836 0.9 1.3 15.8
Bldg matl, hardwr, garden-retl 5200 3.9 12.1 11.9
Books: pubg, pubg & printing 2731 10.7 18.5 -9.3
Brdwoven fabric mill, cotton 2211 1.3 10.7 -0.1
Btld & can soft drinks, water 2086 5.0 10.8 15.2
Cable & other pay TV svcs 4841 0.8 1.6 16.2
Calculate, acct mach, ex cmp 3578 1.3 3.1 15.7
Can fruit, veg, presrv, jam, jel 2033 1.7 5.7 20.1
Can, froznpresrv fruit & veg 2030 4.4 10.9 0.2
Catalog, mail-order houses 5961 9.0 26.3 18.6
Chemicals & allied pds-whsl 5160 3.1 6.1 7.6
Chemicals & allied prods 2800 7.8 19.2 6.5
Cigarettes 2111 5.9 12.4 9.1
Cmp & cmp software stores 5734 0.7 4.4 18.6
Cmp integrated sys design 7373 1.5 3.3 7.6
Cmp processing, data prep svc 7374 1.1 2.7 30.8
Cmp programming, data process 7370 6.0 12.7 42.9
Commercial printing 2750 6.0 22.9 11.2
Communications equip, nec 3669 3.5 7.7 5.0
Computer & office equipment 3570 1.3 3.4 9.9
Computer communication equip 3576 1.8 3.0 14.2
Computer peripheral eq, nec 3577 2.6 6.2 12.8
Computer storage devices 3572 1.4 5.6 20.0
Construction machinery & eq 3531 0.3 1.0 5.6
Construction-special trade 1700 7.5 31.5 11.5
Convrt papr, paprbrd, ex boxes 2670 3.7 8.4 17.0
Cookies & crackers 2052 2.7 5.1 4.1
Cutlery, hand tools, gen hrdwr 3420 11.4 21.0 14.0
Dairy products 2020 2.0 8.6 5.5
Dental equipment & supplies 3843 1.7 3.1 12.8
Department stores 5311 3.6 11.7 -4.2
Dolls & stuffed toys 3942 15.3 28.5 10.9
Drug & proprietary stores 5912 1.2 4.7 -1.7
Eating & drinking places 5810 4.1 34.5 -26.6
Eating places 5812 4.0 18.3 7.8
Educational services 8200 7.7 21.4 13.4
Elec meas & test instruments 3825 3.3 6.7 15.0
Electr, oth elec eq, ex cmp 3600 1.4 4.9 7.2
Electric housewares & fans 3634 4.1 16.5 10.1
Electric lighting, wiring eq 3640 3.4 9.0 8.4
Electrical indl apparatus 3620 1.1 3.4 11.6
Electromedical apparatus 3845 0.8 1.3 14.4
Electronic components, nec 3679 1.3 4.0 9.3
Electronic computers 3571 1.7 6.7 15.5
Electronic parts, eq-whsl, nec 5065 3.3 17.9 16.5
Engines & turbines 3510 1.7 7.1 4.4
Equip rental & leasing, nec 7359 2.2 4.5 15.2
Fabricated plate work 3443 1.8 7.9 11.3
Family clothing stores 5651 2.6 8.1 12.2
Farm machinery & equipment 3523 1.0 3.7 8.2
Fire, marine, casualty ins 6331 0.8 3.6 20.1
Food & kindred products 2000 7.8 24.3 8.4
Food stores 5400 3.9 9.0 13.2
Footwear, ex rubber 3140 3.5 8.7 9.3
Furniture stores 5712 7.6 17.9 9.3
Games, toys, chld veh, ex dolls 3944 13.1 24.4 6.7
Gen med & surgical hospitals 8062 0.9 4.7 19.7
General indl mach & eq, nec 3569 0.8 1.9 18.6
Glass, glasswr-pressed, blown 3220 1.2 2.4 -10.3
Grain mill products 2040 8.3 18.6 -2.9
Greeting cards 2771 2.8 4.3 5.6
Groceries & related pds-whsl 5140 6.3 79.5 9.3
Grocery stores 5411 1.0 3.7 5.8
Gskets, hose, bltng-rubr, plstc 3050 1.1 3.5 9.6
Hardwr, plumb, heat eq-whsl 5070 2.4 55.0 8.2
Heating eq, plumbing fixture 3430 4.3 9.9 -22.8
Help supply services 7363 0.7 3.4 11.1
Hobby, toy & game shops 5945 4.5 14.8 6.1
Home furniture & equip store 5700 2.9 7.7 17.3
Hospital & medical svc plans 6324 0.9 4.3 14.7
Hospitals 8060 2.5 17.5 3.0
Hotels, motels, tourist courts 7011 3.2 12.7 16.4
Household appliances 3630 2.4 18.4 2.8
Household audio & video eq 3651 3.3 12.4 5.1
Household furniture 2510 4.6 15.3 11.6
Ice cream & frozen desserts 2024 5.1 18.0 11.3
In vitro, in vivo diagnostics 2835 1.9 9.3 15.1
Indl inorganic chemicals 2810 1.1 2.7 7.8
Indl trucks, tractors, trailrs 3537 1.5 7.2 12.3
Industrial measurement instr 3823 0.8 2.0 11.2
Ins agents, brokers & service 6411 1.3 5.3 8.6
Investment advice 6282 5.7 18.0 13.2
Jewelry stores 5944 4.3 10.0 9.1
Jewelry, precious metal 3911 4.8 12.0 -5.9
Knit outerwear mills 2253 3.1 10.1 12.6
Knitting mills 2250 2.3 7.7 9.9
Lab analytical instruments 3826 2.0 3.5 12.5
Lawn, garden tractors, equip 3524 5.5 14.5 17.2
Leather & leather products 3100 6.4 16.3 0.8
Lumber & oth bldg matl-retl 5211 0.8 2.8 7.3
Lumber & wood pds, ex furn 2400 0.3 1.2 8.3
Machine tools, metal cutting 3541 0.9 2.6 13.3
Magnetc, optic recordng media 3695 1.7 4.4 3.3
Malt beverages 2082 10.2 23.5 -0.6
Management services 8741 1.2 5.7 8.1
Meas & controlling dev, nec 3829 2.7 6.4 20.2
Meat packing plants 2011 5.9 24.8 2.6
Men, yth, boys frnsh, wrk clthg 2320 2.6 7.3 9.1
Metalworking machinery & eq 3540 3.6 10.1 6.0
Misc amusement & rec service 7990 2.9 7.1 13.8
Misc business services 7380 1.6 2.8 10.0
Misc elec machy, eq, supplies 3690 0.4 1.4 13.7
Misc fabricated metal prods 3490 0.7 2.4 9.3
Misc food preps, kindred pds 2090 2.9 8.5 7.5
Misc furniture and fixtures 2590 1.0 2.8 9.5
Misc general mdse stores 5399 3.6 14.8 -1.1
Misc manufacturng industries 3990 3.9 8.9 14.8
Misc nondurable goods-whsl 5190 3.6 11.8 18.9
Misc shopping goods stores 5940 2.6 9.5 14.3
Misc transportation equip 3790 4.8 22.2 15.4
Miscellaneous publishing 2741 2.5 3.7 15.9
Miscellaneous retail 5900 1.3 4.8 11.2
Mortgage bankers & loan corr 6162 3.4 6.2 14.3
Motion pic, videotape prodtn 7812 7.4 20.4 15.8
Motion pict, videotape distr 7822 6.4 14.6 8.9
Motion picture theaters 7830 3.4 17.9 8.0
Motor homes 3716 1.8 13.9 13.5
Motor veh suply, new pts-whsl 5013 0.4 1.9 10.6
Motor vehicle part, accessory 3714 0.7 3.4 -1.5
Motor vehicles & car bodies 3711 2.4 13.3 6.1
Motorcycles, bicycles & parts 3751 1.8 5.5 8.8
Newspaper: pubg, pubg & print 2711 4.8 14.2 10.7
Office machines, nec 3579 0.4 1.3 6.5
Operative builders 1531 1.2 11.0 9.3
Ophthalmic goods 3851 8.3 12.2 15.4
Optical instruments & lenses 3827 2.8 5.4 25.1
Ortho, prosth, surg appl, suply 3842 2.2 4.0 8.4
Paints, varnishes, lacquers 2851 2.3 5.5 7.9
Paper mills 2621 2.2 5.4 21.0
Patent owners and lessors 6794 11.0 23.0 19.0
Pens, pencils, oth office matl 3950 3.5 9.6 8.5
Perfume, cosmetic, toilet prep 2844 8.5 13.9 6.3
Periodical: pubg, pubg & print 2721 5.5 18.6 13.3
Personal credit institutions 6141 1.2 2.2 9.4
Personal services 7200 3.3 6.7 3.7
Petroleum refining 2911 1.1 5.1 8.3
Pharmaceutical preparations 2834 5.2 7.5 11.9
Phone comm ex radiotelephone 4813 2.1 4.7 -2.4
Phono recrds, audiotape, disc 3652 10.5 21.8 11.8
Photofinishing laboratories 7384 8.3 23.5 2.2
Photographic equip & suppl 3861 3.3 5.7 5.7
Plastic matl, synthetic resin 2820 1.2 5.0 -6.4
Plastics products, nec 3089 3.9 10.8 9.9
Plastics, resins, elastomers 2821 0.9 3.1 -23.6
Pottery & related products 3260 4.7 9.0 7.1
Poultry slaughter & process 2015 3.8 28.8 7.8
Prepackaged software 7372 3.6 4.8 18.0
Printing trades machy, equip 3555 2.6 7.1 6.6
Racing, incl track operations 7948 3.0 9.5 10.0
Radio broadcasting stations 4832 5.8 13.1 24.9
Radio, TV broadcast, comm eq 3663 0.9 2.9 7.9
Radio, TV, cons electr stores 5731 3.4 15.5 10.3
Radiotelephone communication 4812 4.4 8.2 31.7
Real estate investment trust 6798 2.8 5.3 10.6
Refrig & service ind machine 3580 2.1 6.5 -2.6
Retail stores 5990 2.8 6.9 14.8
Rubber & plastics footwear 3021 8.1 20.0 11.1
Sausage, oth prepared meat pd 2013 6.1 25.1 1.3
Security brokers & dealers 6211 1.8 3.3 14.2
Semiconductor, related device 3674 2.3 4.9 15.1
Ship & boat bldg & repairing 3730 1.7 8.3 9.6
Shoe stores 5661 2.4 7.7 3.7
Skilled nursing care fac 8051 2.9 16.8 11.9
Soap, detergent, toilet preps 2840 9.7 21.6 5.6
Spec outpatient facility, nec 8093 0.9 2.9 22.6
Special clean, polish preps 2842 12.5 22.0 5.3
Special industry machinery 3550 2.0 5.6 -3.0
Sporting & athletic gds, nec 3949 6.3 16.6 2.8
Steel works & blast furnaces 3312 0.3 0.7 19.5
Structural clay products 3250 1.2 4.3 7.3
Subdivid, develop, ex cemetery 6552 4.5 13.3 12.2
Sugar & confectionery prods 2060 17.4 36.8 4.4
Surgical, med instr, apparatus 3841 1.5 2.3 18.0
Svcs to dwellings, oth bldgs 7340 1.7 7.2 5.9
Tele & telegraph apparatus 3661 0.7 2.1 16.0
TV broadcast station 4833 1.7 3.9 11.7
Tires & inner tubes 3011 1.9 6.9 3.5
Tobacco products 2100 4.2 6.0 24.1
Unsupp plastics film & sheet 3081 4.6 13.8 -16.8
Variety stores 5331 1.7 7.2 5.3
Watches, clocks & parts 3873 15.9 29.1 13.6
Water transportation 4400 4.8 12.5 8.3
Wmn's, miss, chld, infnt undgrmt 2340 6.5 14.0 7.5
Women's clothing stores 5621 2.0 5.9 7.3
Women's, misses, jrs outerwear 2330 4.3 13.0 10.9
Wood hshld furn, ex upholsrd 2511 3.2 10.9 8.4