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Home > Research

2004 Advertising to Sales Ratios for the 200 Largest Ad Spending Industries
Source: Schonfeld & Associates, Inc.


 
Industry SIC Code Advertising as % of sales Advertising as % of margin Annual ad growth %
ABRASIVE,ASBESTOS,MISC MINRL 3290 0.9 4.1 -2.6
ACCIDENT & HEALTH INSURANCE 6321 0.3 1.2 -3.1
ADVERTISING 7310 1.5 3.3 10.4
AGRICULTURAL CHEMICALS 2870 2.7 6.6 -3.9
AGRICULTURAL SERVICES 700 1.1 4.5 11.4
AGRICULTURE PRODUCTION-CROPS 100 0.3 3.3 -1.2
AIR COURIER SERVICES 4513 0.6 2.3 1.1
AIR TRANSPORT, SCHEDULED 4512 0.9 3.2 -2.0
AIR-COND,HEATING,REFRIG EQ 3585 1.5 6.0 5.4
AMUSEMENT PARKS 7996 9.6 19.5 5.6
APPAREL & OTHER FINISHED PDS 2300 4.3 10.5 -3.3
APPAREL AND ACCESSORY STORES 5600 3.7 9.0 2.2
APPAREL,PIECE GDS,NOTNS-WHSL 5130 5.1 14.5 6.3
AUTO AND HOME SUPPLY STORES 5531 1.5 3.2 12.2
AUTO DEALERS, GAS STATIONS 5500 1.0 6.4 7.9
AUTO RENT & LEASE,NO DRIVERS 7510 2.4 6.0 -5.1
AUTO REPAIR,SERVICES,PARKING 7500 3.3 14.5 -0.8
BAKERY PRODUCTS 2050 1.2 2.5 -1.5
BEVERAGES 2080 9.0 14.4 2.0
BIOLOGICAL PDS,EX DIAGNSTICS 2836 1.0 1.2 18.4
BLANKBOOKS,BINDERS,BOOKBIND 2780 6.3 9.6 -2.8
BLDG MATL,HARDWR,GARDEN-RETL 5200 3.8 8.6 1.9
BOOKS: PUBG, PUBG & PRINTING 2731 7.7 15.9 -0.8
BTLD & CAN SOFT DRINKS,WATER 2086 2.7 5.5 7.9
BUSINESS SERVICES, NEC 7389 1.1 2.9 -1.1
CABLE AND OTHER PAY TV SVCS 4841 6.5 12.2 10.3
CACULATE,ACCT MACH,EX COMP 3578 0.6 1.9 -7.9
CAN FRUIT,VEG,PRESRV,JAM,JEL 2033 2.3 7.5 15.0
CAN,FROZN,PRESRV FRUIT & VEG 2030 3.7 11.2 -7.9
CATALOG, MAIL-ORDER HOUSES 5961 3.2 13.4 1.3
CEMENT, HYDRAULIC 3241 0.5 1.4 10.9
CHEMICALS & ALLIED PDS-WHSL 5160 1.0 4.7 -1.5
CHEMICALS & ALLIED PRODUCTS 2800 3.5 5.7 14.1
CIGARETTES 2111 4.0 13.9 -10.7
CMP INTEGRATED SYS DESIGN 7373 1.2 3.4 2.8
CMP PROCESSING,DATA PREP SVC 7374 2.0 5.6 3.0
CMP PROGRAMMING,DATA PROCESS 7370 4.0 10.8 -0.2
COML PHYSICAL, BIOLOGCL RESH 8731 0.7 1.5 8.7
COMMERCIAL PRINTING 2750 0.4 2.2 -2.3
COMMUNICATIONS EQUIP, NEC 3669 1.2 2.8 16.5
COMMUNICATIONS SERVICES, NEC 4899 3.2 6.9 6.3
COMPUTER & OFFICE EQUIPMENT 3570 1.4 5.0 10.3
COMPUTER COMMUNICATION EQUIP 3576 2.2 2.4 0.2
COMPUTER PERIPHERAL EQ, NEC 3577 2.9 5.5 5.9
COMPUTER STORAGE DEVICES 3572 0.3 0.9 -11.0
CONGLOMERATE 9997 0.4 1.3 -17.0
CONSTRUCTION MACHINERY & EQ 3531 0.3 1.1 -1.5
CONVENIENCE STORES 5412 0.4 1.8 7.8
CONVRT PAPR,PAPRBRD,EX BOXES 2670 1.1 2.7 -11.7
CUTLERY, HANDTOOLS,GEN HRDWR 3420 6.5 11.8 -18.0
DAIRY PRODUCTS 2020 1.1 5.0 12.2
DEPARTMENT STORES 5311 3.5 10.4 -0.8
DISTILLED AND BLENDED LIQUOR 2085 15.8 43.8 10.5
DOLLS AND STUFFED TOYS 3942 11.2 21.3 -0.4
DRUG & PROPRIETARY STORES 5912 0.7 3.8 8.1
DRUGS AND PROPRIETARY-WHSL 5122 0.0 0.7 16.0
DURABLE GOODS-WHOLESALE 5000 0.1 1.6 15.4
EATING PLACES 5812 3.2 14.3 5.2
EDUCATIONAL SERVICES 8200 6.8 13.4 9.2
ELECTR, OTH ELEC EQ, EX CMP 3600 2.6 7.6 3.3
ELECTRIC & OTHER SERV COMB 4931 0.5 1.8 14.3
ELECTRIC HOUSEWARES AND FANS 3634 5.7 15.5 4.7
ELECTRIC LIGHTING, WIRING EQ 3640 0.8 2.3 -4.3
ELECTRICAL INDL APPARATUS 3620 4.6 13.1 -1.2
ELECTROMEDICAL APPARATUS 3845 1.5 2.3 17.1
ELECTRONIC COMPUTERS 3571 1.2 5.0 -3.9
ELECTRONIC PARTS,EQ-WHSL,NEC 5065 0.2 1.2 -6.6
EMPLOYMENT AGENCIES 7361 2.2 6.1 -7.7
ENGINES AND TURBINES 3510 1.1 4.7 -1.1
ENGR,ACC,RESH,MGMT,REL SVCS 8700 0.4 1.6 3.1
EQUIP RENTAL & LEASING, NEC 7359 2.9 4.7 0.1
FABRICATED PLATE WORK 3443 2.9 8.7 12.1
FAMILY CLOTHING STORES 5651 2.3 6.3 5.1
FARM MACHINERY AND EQUIPMENT 3523 0.8 3.3 3.7
FINANCE LESSORS 6172 1.5 1.8 9.9
FOOD AND KINDRED PRODUCTS 2000 11.1 21.1 8.3
FOOTWEAR, EXCEPT RUBBER 3140 4.1 9.6 2.2
FUNCTIONS REL TO DEP BKG,NEC 6099 1.3 5.9 4.5
FURNITURE STORES 5712 5.9 14.6 8.1
GAMES,TOYS,CHLD VEH,EX DOLLS 3944 8.8 18.4 5.2
GENERAL INDL MACH & EQ, NEC 3569 2.2 4.4 0.4
GENERAL INDUSTRIAL MACH & EQ 3560 0.8 1.6 11.5
GRAIN MILL PRODUCTS 2040 4.3 20.3 6.4
GROCERIES & RELATED PDS-WHSL 5140 4.2 20.0 7.7
GROCERY STORES 5411 1.0 3.8 3.0
HEALTH SERVICES 8000 4.9 13.1 10.6
HELP SUPPLY SERVICES 7363 0.4 2.3 0.5
HOBBY, TOY, AND GAME SHOPS 5945 3.8 11.2 14.4
HOME FURNITURE & EQUIP STORE 5700 2.6 6.2 10.2
HOSPITAL & MEDICAL SVC PLANS 6324 0.4 1.5 10.7
HOTELS AND MOTELS 7011 2.2 7.9 -3.7
HOUSEHOLD APPLIANCES 3630 1.4 5.7 -1.4
HOUSEHOLD FURNITURE 2510 4.1 14.1 1.6
IN VITRO,IN VIVO DIAGNOSTICS 2835 5.6 9.3 14.7
INDL COML FANS,BLOWRS,OTH EQ 3564 3.4 10.1 2.7
INDL INORGANIC CHEMICALS 2810 0.1 0.3 2.8
INDUSTRIAL MEASUREMENT INSTR 3823 0.7 1.7 7.7
INDUSTRIAL ORGANIC CHEMICALS 2860 1.4 5.4 1.8
INS AGENTS,BROKERS & SERVICE 6411 1.7 2.6 22.3
INVESTMENT ADVICE 6282 1.7 3.1 1.4
JEWELRY STORES 5944 4.6 10.9 5.4
KNIT OUTERWEAR MILLS 2253 3.5 9.1 1.2
LAB ANALYTICAL INSTRUMENTS 3826 0.8 1.5 4.9
LEATHER AND LEATHER PRODUCTS 3100 2.5 3.7 3.6
LIFE INSURANCE 6311 0.6 7.4 9.7
LUMBER & OTH BLDG MATL-RETL 5211 1.1 3.3 10.9
MACHINERY AND EQUIPMENT-WHSL 5080 7.1 26.8 -0.1
MALT BEVERAGES 2082 8.7 17.9 8.5
MANAGEMENT CONSULTING SVCS 8742 0.7 2.6 8.4
MANIFOLD BUSINESS FORMS 2761 7.6 21.8 9.4
MEAT PACKING PLANTS 2011 1.2 12.7 4.7
MED, DENTAL, HOSP EQ-WHSL 5047 0.6 2.4 2.3
MENS,BOYS FRNSH, WORK CLTHNG 2320 3.3 7.4 0.7
METALWORKING MACHINERY & EQ 3540 2.2 5.8 -6.3
MISC AMUSEMENT & REC SERVICE 7990 2.1 5.4 5.7
MISC BUSINESS SERVICES 7380 1.2 2.3 0.6
MISC CHEMICAL PRODUCTS 2890 1.6 4.9 -3.7
MISC ELEC MACHY,EQ,SUPPLIES 3690 4.2 12.1 4.2
MISC EQUIP RENTAL & LEASING 7350 0.9 2.1 15.4
MISC FABRICATED METAL PRODS 3490 5.0 15.0 3.5
MISC FOOD PREPS, KINDRED PDS 2090 4.9 10.0 2.1
MISC MANUFACTURNG INDUSTRIES 3990 1.5 2.9 2.6
MISC NONDURABLE GOODS-WHSL 5190 1.4 5.9 0.0
MISC SHOPPING GOODS STORES 5940 3.6 10.6 10.7
MISC TRANSPORTATION EQUIP 3790 2.9 13.9 13.0
MORTGAGE BANKERS & LOAN CORR 6162 1.4 2.5 10.4
MOTION PIC, VIDEOTAPE PRODTN 7812 12.5 23.8 9.6
MOTION PICTURE THEATERS 7830 1.0 4.3 9.6
MOTOR VEHICLE PART,ACCESSORY 3714 0.4 2.4 3.6
MOTOR VEHICLES & CAR BODIES 3711 2.4 9.5 6.1
MOTORCYCLES,BICYCLES & PARTS 3751 0.9 2.1 -11.5
NEWSPAPER:PUBG, PUBG & PRINT 2711 7.7 16.1 5.5
OFFICES OF MEDICAL DOCTORS 8011 12.0 64.5 11.3
OIL & GAS FIELD MACHY, EQUIP 3533 0.2 0.6 -11.2
OPERATIVE BUILDERS 1531 0.8 3.2 10.8
OPHTHALMIC GOODS 3851 4.6 6.6 7.4
ORTHO,PROSTH,SURG APPL,SUPLY 3842 2.2 3.5 9.7
PAINTS, VARNISHES, LACQUERS 2851 1.4 3.5 5.2
PAPER & PAPER PRODUCTS-WHSL 5110 0.7 4.1 11.0
PAPER AND ALLIED PRODUCTS 2600 1.2 6.3 -1.4
PAPER MILLS 2621 4.7 24.1 8.8
PATENT OWNERS AND LESSORS 6794 6.1 12.4 18.5
PERFUME,COSMETIC,TOILET PREP 2844 7.2 16.1 4.1
PERIODICAL:PUBG,PUBG & PRINT 2721 6.0 19.0 -11.6
PERSONAL CREDIT INSTITUTIONS 6141 0.2 0.4 4.4
PERSONAL SERVICES 7200 3.8 11.6 5.8
PETROLEUM REFINING 2911 0.2 0.9 19.8
PHARMACEUTICAL PREPARATIONS 2834 4.7 6.2 7.0
PHONE COMM EX RADIOTELEPHONE 4813 2.3 4.3 2.0
PHOTOGRAPHIC EQUIP & SUPPLY 3861 2.6 6.0 2.5
PLASTC,SYNTH MATLS;EX GLASS 2820 0.2 1.0 -7.3
PLASTICS PRODUCTS, NEC 3089 0.9 3.4 4.3
PLASTICS,RESINS,ELASTOMERS 2821 0.4 2.2 5.6
POTTERY AND RELATED PRODUCTS 3260 3.0 6.3 -3.6
POULTRY SLAUGHTER & PROCESS 2015 2.3 5.3 -12.8
PREPACKAGED SOFTWARE 7372 2.7 3.5 5.9
PROF & COML EQ & SUPPLY-WHSL 5040 0.5 1.1 13.7
RACING,INCL TRACK OPERATIONS 7948 2.3 6.9 1.6
RADIO BROADCASTING STATIONS 4832 2.1 5.9 16.1
RADIO, TV BROADCAST, COMM EQ 3663 1.0 2.6 8.1
RADIO,TV,CONS ELECTR STORES 5731 2.8 10.6 0.0
RADIOTELEPHONE COMMUNICATION 4812 2.6 4.5 7.7
REAL ESTATE AGENTS & MGRS 6531 14.0 56.3 12.4
REAL ESTATE INVESTMENT TRUST 6798 3.2 8.2 1.0
RECORD AND TAPE STORES 5735 2.0 4.8 4.9
REFUSE SYSTEMS 4953 0.4 0.8 24.9
RETAIL STORES, NEC 5990 4.2 9.4 3.6
RUBBER AND PLASTICS FOOTWEAR 3021 9.3 21.1 3.8
SECURITY & COMMODITY BROKERS 6200 1.4 3.1 -7.7
SECURITY BROKERS & DEALERS 6211 1.6 4.8 -4.8
SEMICONDUCTOR,RELATED DEVICE 3674 2.3 4.0 9.0
SHIP & BOAT BLDG & REPAIRING 3730 1.5 5.5 9.2
SHOE STORES 5661 2.4 7.3 1.0
SOAP,DETERGENT,TOILET PREPS 2840 11.6 22.0 4.3
SPEC OUTPATIENT FACILITY,NEC 8093 2.2 3.5 39.8
SPECIAL CLEAN,POLISH PREPS 2842 10.9 20.6 13.9
SPECIAL INDUSTRY MACHY, NEC 3559 0.5 1.4 -9.7
SPORTING & ATHLETIC GDS, NEC 3949 7.5 17.6 5.3
SRCH,DET,NAV,GUID,AERO SYS 3812 1.2 6.4 10.7
STEEL WORKS & BLAST FURNACES 3312 0.2 0.7 18.8
SUBDIVIDE, DEV, EX CEMETERY 6552 0.6 0.8 31.9
SUGAR & CONFECTIONERY PRODS 2060 6.1 14.9 3.7
SURGICAL,MED INSTR,APPARATUS 3841 2.2 3.7 9.6
TELE & TELEGRAPH APPARATUS 3661 1.3 2.7 -10.2
TELEVISION BROADCAST STATION 4833 11.2 38.3 7.4
TEXTILE MILL PRODUCTS 2200 4.0 16.2 0.9
TIRES AND INNER TUBES 3011 2.1 8.6 7.4
TOBACCO PRODUCTS 2100 4.3 5.3 1.8
TRANSPORTATION SERVICES 4700 11.7 23.8 11.2
TRUCKING, EXCEPT LOCAL 4213 0.5 3.8 9.5
TRUCKING,COURIER SVC,EX AIR 4210 0.3 2.0 2.0
VARIETY STORES 5331 1.0 3.8 6.4
VIDEO TAPE RENTAL 7841 2.3 3.8 5.7
WATCHES, CLOCKS AND PARTS 3873 9.7 17.4 3.8
WATER TRANSPORTATION 4400 8.1 23.4 8.3
WINE,BRANDY & BRANDY SPIRITS 2084 2.2 7.2 -18.0
WMNS,MISS,CHLD,INFNT UNDGRMT 2340 4.8 12.1 4.9
WOMEN'S CLOTHING STORES 5621 2.7 6.6 3.3
WOMENS,MISSES,JRS OUTERWEAR 2330 3.1 5.7 6.5
WOOD HSHLD FURN, EX UPHOLSRD 2511 5.1 14.3 -4.6
NOTE: Advertising Ratios & Budgets covers over 300 industries. The 200 industries listed here were selected as the industries with the largest dollar volume of advertising based on estimated 2004 spending. For information about other industries, contact Schonfeld & Associates, Inc. SIC = 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 SOURCE: Advertising Ratios & Budgets, 28th Edition, 210 pages. Published by Schonfeld & Associates, Inc., 2830 Blackthorn Road, Riverwoods, IL 60015. Phone 800-205-0030. Price $ 395 US for book, book with database $ 495 US. For more information, visit www.saiBooks.com

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