2001 ADVERTISING-TO-SALES RATIOS
FOR THE 200 LARGEST AD SPENDING CATEGORIES
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Industry |
SIC No. |
Ad Dollars as Percent of Sales |
Ad Dollars as Percent of Margin |
Annual Ad Growth Rate (%) |
|
Abrasive, Asbestos, Misc. Minerals |
3290 |
2.7 |
10.8 |
- 2.0 |
|
Accident & Health Insurance |
6321 |
1.0 |
8.4 |
15.9 |
|
Advertising |
7310 |
0.8 |
5.5 |
20.8 |
|
Agricultural Chemicals |
2870 |
13.7 |
35.2 |
14.9 |
|
Agriculture Production-Crops |
100 |
2.4 |
6.5 |
21.3 |
|
Air Courier Services |
4513 |
1.1 |
8.2 |
9.7 |
|
Air Transport, Scheduled |
4512 |
1.2 |
10.2 |
3.8 |
|
Air-Conditioning, Heating, Refrigeration Equipment |
3585 |
1.5 |
5.6 |
9.9 |
|
Amusement & Recreation Services |
7900 |
2.6 |
9.9 |
15.1 |
|
Amusement Parks |
7996 |
12.8 |
24.6 |
26.6 |
|
Apparel & Other Finished Products |
2300 |
2.9 |
8.6 |
- 2.5 |
|
Apparel & Accessory Stores |
5600 |
7.3 |
17.0 |
13.9 |
|
Auto & Home Supply Stores |
5531 |
0.4 |
1.0 |
2.2 |
|
Auto Dealers, Gas Stations |
5500 |
0.9 |
5.7 |
4.2 |
|
Auto Rent & Lease, No Drivers |
7510 |
2.8 |
5.9 |
4.0 |
|
Beverages |
2080 |
8.4 |
11.8 |
3.4 |
|
Biological Products, Excluding Diagnostics |
2836 |
1.1 |
5.3 |
20.3 |
|
Blank Books, Binders, Bookbinding |
2780 |
6.5 |
11.3 |
- 8.4 |
|
Building Materials, Hardware, Garden-Retail |
5200 |
6.9 |
15.1 |
0.7 |
|
Books: Publishing, Publishing & Printing |
2731 |
10.3 |
19.6 |
- 4.7 |
|
Bottled & Canned Soft Drinks, Water |
2086 |
4.8 |
9.7 |
5.0 |
|
Business Services, Nec. |
7389 |
5.3 |
17.9 |
32.3 |
|
Cable & Other Pay TV Services |
4841 |
3.3 |
7.1 |
9.0 |
|
Calculate, Accounting Machines, Excluding Computers |
3578 |
1.0 |
2.7 |
4.5 |
|
Canned Fruit, Vegetables, Preserves, Jams, Jelly |
2033 |
1.8 |
5.2 |
15.9 |
|
Canned, Frozen, Preserved Fruit & Vegetables |
2030 |
4.2 |
8.7 |
0.6 |
|
Catalog, Mail-Order Houses |
5961 |
8.4 |
34.2 |
14.7 |
|
Cigarettes |
2111 |
8.4 |
15.1 |
2.3 |
|
Computer Integrated Design Systems |
7373 |
1.0 |
2.9 |
7.4 |
|
Computer Processing, Data Prep Services |
7374 |
0.7 |
1.5 |
8.4 |
|
Computer Programming, Data Processing |
7370 |
6.7 |
19.5 |
7.7 |
|
Commercial Printing |
2750 |
3.4 |
12.6 |
12.3 |
|
Communications Equipment, Nec. |
3669 |
0.5 |
1.0 |
10.2 |
|
Communications Services, Nec. |
4899 |
4.1 |
14.4 |
13.8 |
|
Computer & Office Equipment |
3570 |
1.1 |
3.4 |
3.2 |
|
Computer Communication Equipment |
3576 |
1.0 |
1.6 |
16.8 |
|
Computer Peripheral Equipment, Nec. |
3577 |
3.8 |
8.7 |
4.3 |
|
Computer Programming Service |
7371 |
0.7 |
2.5 |
14.8 |
|
Computer Storage Devices |
3572 |
2.1 |
4.6 |
7.3 |
|
Computers & Software-Wholesale |
5045 |
0.1 |
1.8 |
4.7 |
|
Conglomerate |
9997 |
1.2 |
2.6 |
6.7 |
|
Construction Machinery & Equipment |
3531 |
0.5 |
1.5 |
3.4 |
|
Convenience Stores |
5412 |
1.4 |
3.8 |
7.3 |
|
Convertible Paper, Paperboard, Ex Boxes |
2670 |
14.5 |
30.3 |
13.1 |
|
Cookies & Crackers |
2052 |
3.1 |
5.2 |
9.2 |
|
Cutlery, Handtools, General Hardware |
3420 |
3.5 |
5.9 |
- 9.5 |
|
Dairy Products |
2020 |
1.3 |
5.1 |
6.4 |
|
Dental Equipment & Supplies |
3843 |
2.0 |
3.8 |
4.4 |
|
Department Stores |
5311 |
4.3 |
12.3 |
6.5 |
|
Detective, Guard, Armor Car Services |
7381 |
1.2 |
8.5 |
4.4 |
|
Direct Mail Advertising Services |
7331 |
6.0 |
17.2 |
29.2 |
Distilled & Blended Liquor |
2085 |
15.1 |
59.5 |
- 5.0 |
|
Dolls & Stuffed Toys |
3942 |
12.9 |
26.0 |
2.8 |
|
Drawing, Insulating Nonferrous Wire |
3357 |
0.4 |
0.9 |
26.5 |
|
Drug & Proprietary Stores |
5912 |
2.8 |
11.3 |
6.1 |
|
Drugs & Proprietary-Wholesale |
5122 |
3.8 |
40.5 |
15.8 |
|
Durable Goods-Wholesale, Nec. |
5099 |
3.4 |
29.3 |
16.8 |
|
Eating Places |
5812 |
3.8 |
15.1 |
1.8 |
|
Educational Services |
8200 |
4.3 |
10.5 |
6.4 |
|
Electronic Appliance, TV, Radio-Wholesale |
5064 |
4.7 |
14.3 |
91.1 |
|
Electronic Measuring & Testing Instruments |
3825 |
1.6 |
3.0 |
22.8 |
|
Electronics, Other Electrical Equipment, Except Computers |
3600 |
1.5 |
4.7 |
4.5 |
|
Electric Housewares and Fans |
3634 |
4.7 |
11.5 |
18.0 |
|
Electric Lighting, Wiring Equipment |
3640 |
1.3 |
3.8 |
7.0 |
|
Electrical Industrial Apparatus |
3620 |
4.7 |
13.4 |
1.3 |
|
Electromedical Apparatus |
3845 |
0.6 |
0.9 |
12.4 |
|
Electronic Components, Nec. |
3679 |
1.2 |
3.7 |
10.9 |
|
Electronic Computers |
3571 |
1.4 |
4.9 |
12.0 |
|
Electronic Parts, Equipment-Wholesale, Nec. |
5065 |
0.2 |
1.4 |
6.9 |
|
Engines & Turbines |
3510 |
0.4 |
1.6 |
1.7 |
|
Equipment Rental & Leasing, Nec. |
7359 |
3.6 |
6.0 |
8.0 |
|
Fabricated Rubber Parts, Nec. |
3060 |
9.0 |
35.4 |
- 5.3 |
|
Family Clothing Stores |
5651 |
3.1 |
8.7 |
11.9 |
|
Farm Machinery & Equipment |
3523 |
0.9 |
4.4 |
- 1.3 |
|
Food & Kindred Products |
2000 |
12.0 |
24.2 |
0.0 |
|
Footwear, Except Rubber |
3140 |
4.6 |
10.9 |
9.7 |
|
Fu rn itu re Sto res |
5712 |
5.0 |
11.8 |
0.7 |
|
Games, Toys, Children's Vehicles, Excluding Dolls |
3944 |
11.1 |
20.6 |
7.2 |
|
General Industrial Machinery & Equipment, Nec. |
3569 |
3.8 |
7.5 |
- 31.5 |
|
Grain Mill Products |
2040 |
7.1 |
13.5 |
- 8.6 |
|
Greeting Cards |
2771 |
2.4 |
4.0 |
5.6 |
|
Groceries & Related Products-Wholesale |
5140 |
1.2 |
6.2 |
8.4 |
|
Grocery Stores |
5411 |
1.3 |
4.4 |
12.7 |
|
Hardware, Plumbing, Heating Equipment-Wholesale |
5070 |
3.2 |
27.5 |
7.9 |
|
Health Services |
8000 |
4.4 |
18.5 |
18.1 |
|
Heating Equipment, Plumbing Fixtures |
3430 |
7.0 |
14.8 |
7.4 |
|
Help Supply Services |
7363 |
0.3 |
2.2 |
11.1 |
|
Hobby, Toy & Game Shops |
5945 |
3.2 |
9.2 |
7.7 |
|
Home Furniture & Equipment Stores |
5700 |
3.1 |
7.9 |
11.9 |
|
Hospital & Medical Service Plans |
6324 |
0.5 |
3.6 |
- 0.3 |
|
Hotels & Motels |
7011 |
1.4 |
6.6 |
5.7 |
|
Household Appliances |
3630 |
2.3 |
8.3 |
3.1 |
|
Household Furniture |
2510 |
8.1 |
25.3 |
10.8 |
|
Ice Cream & Frozen Desserts |
2024 |
3.0 |
10.2 |
7.6 |
|
Industrial Commercial Fans, Blowers, Other Equipment |
3564 |
1.6 |
5.0 |
11.3 |
|
Industrial Inorganic Chemicals |
2810 |
0.5 |
1.3 |
- 7.0 |
|
Industrial Trucks, Tractors, Trailers |
3537 |
0.9 |
4.3 |
4.7 |
|
Investment Advice |
6282 |
2.5 |
5.6 |
7.2 |
|
Iron & Steel Foundries |
3320 |
0.6 |
2.0 |
- 7.5 |
|
Jewelry Stores |
5944 |
4.0 |
9.0 |
7.3 |
|
Knit Outerwear Mills |
2253 |
3.1 |
10.2 |
4.4 |
|
Leather & Leather Products |
3100 |
2.2 |
3.5 |
6.3 |
|
Life Insurance |
6311 |
0.6 |
6.5 |
12.5 |
|
Lumber & Other Building Materials-Retail |
5211 |
0.4 |
1.5 |
7.9 |
|
SIC No. |
Ad Dollars as Percent of Sales |
Ad Dollars as Percent of Margin |
Annual Ad Growth Rate (%) |
|
|
Mailing, Reproduction, Commercial Art Services |
7330 |
13.6 |
36.9 |
36.9 |
|
Malt Beverages |
2082 |
8.0 |
15.3 |
2.2 |
|
Management Services |
8741 |
0.5 |
2.8 |
8.2 |
|
Manifold Business Forms |
2761 |
8.9 |
25.9 |
- 2.6 |
|
Meat Packing Plants |
2011 |
7.6 |
25.7 |
7.3 |
|
Medical, Dental, Hospital Equipment-Wholesale |
5047 |
0.5 |
2.0 |
4.0 |
|
Medicinal Chemicals, Botanical Products |
2833 |
4.7 |
20.4 |
- 11.5 |
|
Membership Sport & Recreational Clubs |
7997 |
4.7 |
10.8 |
5.0 |
|
Men's, Boys' Furnishings, Work Clothing |
2320 |
3.4 |
7.7 |
11.3 |
|
Metalworking Machinery & Equipment |
3540 |
3.9 |
10.3 |
14.8 |
|
Miscellaneous Amusement & Recreational Services |
7990 |
1.5 |
3.8 |
7.2 |
|
Miscellaneous Business Services |
7380 |
1.0 |
1.4 |
3.8 |
|
Miscellaneous Chemical Products |
2890 |
7.9 |
20.3 |
9.7 |
|
Miscellaneous Durable Goods-Wholesale |
5090 |
11.6 |
33.5 |
- 2.1 |
|
Miscellaneous Electrical Machinery, Equipment, Supplies |
3690 |
5.7 |
14.9 |
11.4 |
|
Miscellaneous Equipment Rental & Leasing |
7350 |
1.2 |
2.4 |
24.7 |
|
Miscellaneous Fabricated Metal Products |
3490 |
0.7 |
2.4 |
5.1 |
|
Miscellaneous Fabricated Textile Products |
2390 |
3.0 |
11.8 |
17.4 |
|
Miscellaneous Food Preparations, Kindred Products |
2090 |
5.7 |
9.8 |
- 3.9 |
|
Miscellaneous Industrial, Commercial, Machinery & Equipment |
3590 |
1.0 |
2.7 |
10.4 |
|
Miscellaneous Manufacturing Industries |
3990 |
1.8 |
3.8 |
11.3 |
|
Miscellaneous Non-Durable Goods-Wholesale |
5190 |
0.8 |
3.9 |
27.8 |
|
Miscellaneous Plastics Products |
3080 |
2.1 |
6.2 |
4.8 |
|
Miscellaneous Shopping Goods Stores |
5940 |
3.8 |
13.0 |
15.1 |
|
Miscellaneous Transportation Equipment |
3790 |
3.6 |
13.5 |
- 2.2 |
|
Miscellaneous Publishing |
2741 |
46.3 |
80.9 |
17.7 |
|
Miscellaneous Retail |
5900 |
0.5 |
1.7 |
6.4 |
|
Mortgage Bankers & Loan Corr. |
6162 |
2.8 |
3.8 |
16.4 |
|
Motion Picture Theaters |
7830 |
1.4 |
8.6 |
6.7 |
|
Motor Homes |
3716 |
0.6 |
2.4 |
9.1 |
|
Motor Vehicle Supply, New Parts-Wholesale |
5013 |
2.8 |
8.5 |
11.8 |
|
Motor Vehicle Parts, Accessories |
3714 |
0.4 |
3.0 |
12.6 |
|
Motor Vehicles & Car Bodies |
3711 |
2.2 |
9.5 |
4.0 |
|
Newspaper: Publishing, Publishing & Printing |
2711 |
1.5 |
2.9 |
5.4 |
|
Office Furniture, Excluding Wood |
2522 |
0.6 |
1.7 |
10.6 |
|
Operative Builders |
1531 |
0.7 |
5.3 |
9.0 |
|
Ophthalmic Goods |
3851 |
6.5 |
10.5 |
10.0 |
|
Orthopedic, Prosthetic, Surgical Appliances, Supply |
3842 |
2.4 |
4.2 |
7.8 |
|
Paints, Varnishes, Lacquers |
2851 |
0.9 |
2.3 |
5.6 |
|
Paper & Paper Products-Wholesale |
5110 |
0.5 |
2.6 |
9.3 |
|
Paper Mills |
2621 |
2.5 |
5.3 |
5.4 |
|
Patent Owners & Lessors |
6794 |
1.8 |
2.9 |
- 45.2 |
|
Perfumes, Cosmetics, Toilet Preparations |
2844 |
11.2 |
17.5 |
- 3.6 |
|
Periodical: Publishing, Publishing & Printing |
2721 |
5.1 |
13.3 |
5.7 |
|
Personal Credit Institutions |
6141 |
1.1 |
1.7 |
0.1 |
|
Personal Services |
7200 |
13.2 |
14.2 |
- 12.9 |
|
Petroleum Refining |
2911 |
0.7 |
4.5 |
2.5 |
|
Pharmaceutical Preparations |
2834 |
6.8 |
9.4 |
12.4 |
|
Phone Communications, Excluding Radiotelephone |
4813 |
2.9 |
6.8 |
6.9 |
|
Photographic Equipment & Supply |
3861 |
3.6 |
8.0 |
- 0.2 |
|
Plastics Products, Nec. |
3089 |
2.6 |
8.4 |
23.1 |
|
Pottery & Related Products |
3260 |
3.2 |
7.2 |
15.2 |
|
Poultry Slaughter & Processing |
2015 |
2.3 |
13.1 |
1.3 |
Prepackaged Software |
7372 |
4.6 |
6.8 |
18.9 |
|
Professional & Commercial Equipment & Supply-Wholesale |
5040 |
3.5 |
11.4 |
- 1.5 |
|
Racing, Including Track Operations |
7948 |
3.5 |
10.2 |
22.9 |
|
Radio Broadcasting Stations |
4832 |
4.7 |
12.5 |
16.2 |
|
Radio, TV Broadcasting, Commercial Equipment |
3663 |
1.1 |
3.0 |
16.9 |
|
Radio, TV, Consumer Electronics Stores |
5731 |
3.5 |
14.4 |
6.0 |
|
Radiotelephone Communication |
4812 |
3.9 |
7.8 |
13.2 |
|
Real Estate Agents & Managers |
6531 |
3.4 |
12.0 |
6.5 |
|
Real Estate Investment Trust |
6798 |
3.3 |
7.3 |
15.6 |
|
Record & Tape Stores |
5735 |
1.3 |
3.8 |
14.6 |
|
Refrigeration & Service Industry Machines |
3580 |
0.6 |
2.3 |
6.9 |
|
Retail Stores, Nec. |
5990 |
8.7 |
20.7 |
11.2 |
|
Rubber & Plastics Footwear |
3021 |
8.8 |
19.5 |
- 5.0 |
|
Security & Commodity Brokers |
6200 |
11.4 |
27.3 |
23.2 |
|
Security Brokers & Dealers |
6211 |
1.5 |
2.5 |
9.6 |
|
Semiconductor, Related Devices |
3674 |
2.0 |
4.1 |
16.6 |
|
Shoe Stores |
5661 |
2.7 |
7.9 |
7.6 |
|
Soap, Detergent, Toilet Preparations |
2840 |
11.3 |
20.5 |
3.4 |
|
Special Cleaning, Polishing Preparations |
2842 |
15.7 |
32.8 |
6.8 |
|
Special Industry Machinery, Nec. |
3559 |
2.0 |
3.8 |
27.9 |
|
Sporting Goods & Athletic Goods, Nec. |
3949 |
3.9 |
10.2 |
4.4 |
|
Search, Detective, Navigation, Guide, Aeronautical Systems |
3812 |
3.5 |
6.5 |
22.9 |
|
Steel Works & Blast Furnaces |
3312 |
0.2 |
0.5 |
14.0 |
|
Structural Clay Products |
3250 |
2.2 |
4.5 |
8.8 |
|
Sugar & Confectionery Products |
2060 |
18.1 |
37.6 |
1.9 |
|
Services to Dwellings, Other Buildings |
7340 |
4.6 |
10.6 |
4.1 |
|
Telephone & Telegraph Apparatus |
3661 |
0.4 |
1.0 |
9.7 |
|
Television Broadcast Stations |
4833 |
7.6 |
35.0 |
16.8 |
|
Tires & Inner Tubes |
3011 |
1.5 |
6.3 |
7.4 |
|
Tobacco Products |
2100 |
4.7 |
5.6 |
4.0 |
|
Transportation Services |
4700 |
9.8 |
24.0 |
32.7 |
|
Truck Trailers |
3715 |
1.2 |
8.0 |
15.8 |
|
Trucking, Courier Service, Excluding Air |
4210 |
0.4 |
9.0 |
2.0 |
|
Variety Stores |
5331 |
1.2 |
4.8 |
8.2 |
|
Video Tape Rental |
7841 |
5.8 |
10.2 |
17.0 |
|
Watches, Clocks and Parts |
3873 |
15.1 |
26.5 |
10.6 |
|
Water Transportation |
4400 |
7.2 |
19.2 |
6.6 |
|
Wine, Brandy & Brandy Spirits |
2084 |
15.6 |
44.6 |
15.9 |
|
Women's, Misses', Children's, Infant's Undergarments |
2340 |
5.0 |
13.1 |
10.4 |
|
Women's Clothing Stores |
5621 |
3.7 |
9.4 |
7.8 |
|
Women's, Misses', Junior's Outerwear |
2330 |
4.5 |
10.0 |
7.5 |
|
Wood Household Furniture, Excluding Upholstered |
2511 |
3.0 |
9.1 |
9.5 |
Notes:
SIC No. - Standard Industrial Classification Number
Ad $ as % of Sales = Advertising Divided by Net Sales
Ad $ as % of Margin = Advertising Expense Divided by (Net Sales Minus Cost of
Goods Sold)
Annual Ad Growth Rate % = Average Annual Compound Growth Rate in Ad Spending
Advertising Ratios & Budgets covers more than 300 industries. The 200
industries listed here were selected as the industries with the largest dollar
volume of advertising based on 2001 spending.
Source: Advertising Ratios &
Budgets, 25th Edition, Published by Schonfeld & Associates.
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