Advertising Ratios and Budgets

ADVERTISING RATIOS AND BUDGETS 2022 NOTES: Advertising Ratios & Budgets are based on data from statistical services, government reports, newspapers, registration statements, and company documents. The figures contained in this report are now based on fiscal versus calendar year. (Previous Ad-to-Sales Ratios were based on calendar.) SIC No. = Standard Industrial Classification Number as established by the U.S. Department of Commerce. Revenue: Fiscal year revenue is reported. Ad Spending: Figures reported are for the 2020 and 2021 fiscal year. If no data for fiscal 2021 is available, the value will be an estimate and will be indicated as such by an asterisk. Advertising includes all marketing expenditures such as media, direct mail, point-of-purchase, production, ad department operations, research and other direct costs as reported in government filings. Ad Dollars as Percent of Sales = Advertising Expense Divided by Net Sales (after returns, allowances, discounts). For practical purposes, Net Sales can be thought of as the "Top Line" of the company's income statement. Ad-To-Sales Ratios: In calculating ad-to-sales ratios, sales is defined as net revenues after returns, allowances, and discounts. The fiscal 2021 year ad-to-sales ratio is a weighted average ratio for the industry, based on the sales of each company (making up the industry). Thus, the ratios of larger companies are weighted more heavily than the ratios of smaller companies. Growth Rates: Growth rates are reported for each industry. These growth rates are based on the two fiscal years of information covered in the report. They are annual growth rate in advertising and in net sales or revenues expressed as a percentage, calculated over the 2020 fiscal year to the 2021 fiscal year.

Source: Schonfeld and Associates, Inc. - Advertising Ratios and Budgets, 2022

HOW TO USE THIS INFORMATION Monitoring Competition: Monitoring competition is the most widespread use of ADVERTISING BUDGETS & RATIOS. This research service shows the spending levels of competitors within an industry, their ad reinvestment rates, and their advertising growth rates. Of particular value are the range in spending across companies and the ranges for specific companies. Selling Advertising: Publishers and broadcast time sales managers find ADVERTISING RATIOS & BUDGETS invaluable for targeting sales efforts on specific industry segments and advertisers. Advertising agencies, direct mail printers, market research companies, and public relations firms can also use the study as a new business prospecting tool. Setting Advertising Budgets: The most important use of ADVERTISING RATIOS & BUDGETS is setting advertising budgets. The ad-tosales ratio is an excellent guideline for determining a reasonable and competitive level of advertising support for an ongoing business or product. New products and new businesses may require higher levels of investment.

Source: Schonfeld and Associates, Inc. - Advertising Ratios and Budgets, 2022

Ad to Sales Ratios

SIC

Industry Name

Code

ABRASIVE, ASBESTOS & MISC NONMETALLIC MINERAL PRODS

3290

ACCIDENT & HEALTH INSURANCE

6321

AGRICULTURAL CHEMICALS

2870

AGRICULTURAL PROD-LIVESTOCK & ANIMAL SPECIALTIES

200

AGRICULTURAL PRODUCTION-CROPS

100

AGRICULTURAL SERVICES

700

AIR COURIER SERVICES

4513

AIR TRANSPORTATION, NONSCHEDULED

4522

AIR TRANSPORTATION, SCHEDULED

4512

AIR-COND & WARM AIR HEATG EQUIP & COMM & INDL REFRIG EQUIP

3585

AIRCRAFT

3721

AIRCRAFT PARTS & AUXILIARY EQUIPMENT, NEC

3728

AIRPORTS, FLYING FIELDS & AIRPORT TERMINAL SERVICES

4581

APPAREL & OTHER FINISHD PRODS OF FABRICS & SIMILAR MATL

2300

AUTO CONTROLS FOR REGULATING RESIDENTIAL & COMML ENVIRONMENTS 3822

BAKERY PRODUCTS

2050

BEVERAGES

2080

BIOLOGICAL PRODUCTS, (NO DIAGNOSTIC SUBSTANCES)

2836

BLANKBOOKS, LOOSELEAF BINDERS & BOOKBINDG & RELATD WORK

2780

BOOKS: PUBLISHING OR PUBLISHING & PRINTING

2731

BOTTLED & CANNED SOFT DRINKS & CARBONATED WATERS

2086

BROADWOVEN FABRIC MILLS, COTTON

2211

CABLE & OTHER PAY TELEVISION SERVICES

4841

CALCULATING & ACCOUNTING MACHINES (NO ELECTRONIC COMPUTERS) 3578

CANNED, FROZEN & PRESERVD FRUIT, VEG & FOOD SPECIALTIES

2030

CANNED, FRUITS, VEG, PRESERVES, JAMS & JELLIES

2033

CARPETS & RUGS

2273

CHEMICALS & ALLIED PRODUCTS

2800

CIGARETTES

2111

COATING, ENGRAVING & ALLIED SERVICES

3470

COMMERCIAL BANKS, NEC

6029

COMMERCIAL PRINTING

2750

COMMODITY CONTRACTS BROKERS & DEALERS

6221

COMMUNICATIONS EQUIPMENT, NEC

3669

COMMUNICATIONS SERVICES, NEC

4899

COMPUTER & OFFICE EQUIPMENT

3570

COMPUTER COMMUNICATIONS EQUIPMENT

3576

COMPUTER PERIPHERAL EQUIPMENT, NEC

3577

COMPUTER STORAGE DEVICES

3572

CONCRETE PRODUCTS, EXCEPT BLOCK & BRICK

3272

CONSTRUCTION - SPECIAL TRADE CONTRACTORS

1700

CONSTRUCTION MACHINERY & EQUIP

3531

2021 Revenue ($Millions)

2020 Revenue ($Millions)

2020 vs. 2021 Annual Revenue Growth Rate %

2021 Advertising Spend ($Millions)

8498.000

7055.000

20.45

110.000

22106.000 22147.000

-0.19

229.000

5780.326

4838.460

19.47

175.220

1346.370

1348.987

-0.19

22.815

4992.053

4564.380

9.37

35.756

1961.356

1930.743

1.59

1.479

101840.786 83959.000

21.30

429.002

1244.785

718.415

73.27

14.189

121013.269 70252.908

72.25

760.600

4753.715

4176.906

13.81

28.722

440.495

396.197

11.18

4.907

9.065

27.674

-67.24

0.839

1650.111

1165.259

41.61

0.915

23669.151 17387.930

36.12

1648.480

6.274

6.494

-3.38

0.011

1144.701

1018.270

12.42

51.857

144380.191 127516.938

13.22

9347.724

73502.214 71775.893

2.41

2002.029

4047.497

3445.981

17.46

164.861

4245.894

4082.255

4.01

128.070

9265.876

7906.714

17.19

524.390

436.064

378.884

15.09

1.536

217776.473 194698.772

11.85

13323.682

4076.013

4069.239

0.17

7.100

33922.893 34205.600

-0.83

1063.376

10323.726 10014.505

3.09

255.474

11200.613 9552.197

17.26

139.538

0.811

0.989

-18.00

0.063

58669.648 56103.793

4.57

811.464

264.303

163.684

61.47

1.147

43040.477 44947.218

-4.24

805.145

3105.649

2923.228

6.24

368.353

1626.228

0.000

0.00

0.425

1811.748

1718.736

5.41

25.119

15239.159 15012.037

1.51

518.438

120837.000 111818.000

8.07

2242.000

58724.965 57548.722

2.04

308.490

16832.685 11561.966

45.59

712.477

30450.003 29636.755

2.74

100.727

50.642

43.862

15.46

0.459

3487.579

2718.038

28.31

1.753

35588.223 28186.196

26.26

167.990

2020 Advertising Spend ($Millions)

2020 vs. 2021

2021

Annual Advertising Ad Dollars as

Growth Rate % % of Sales

98.000

12.24

1.29

184.000

24.46

1.04

155.388

12.76

3.03

11.700

95.00

1.69

14.839

140.96

0.72

0.842

75.69

0.08

428.000

0.23

0.42

0.000

0.00

1.14

531.200

43.19

0.63

27.323

5.12

0.60

0.709

592.13

1.11

0.632

32.76

9.26

1.568

-41.65

0.06

1080.400

52.58

6.96

0.010

4.17

0.17

45.818

13.18

4.53

7700.996

21.38

6.47

2056.507

-2.65

2.72

149.308

10.42

4.07

165.800

-22.76

3.02

426.018

23.09

5.66

1.300

18.18

0.35

11257.457

18.35

6.12

7.200

-1.39

0.17

1087.800

-2.25

3.13

227.100

12.49

2.47

105.974

31.67

1.25

0.061

3.28

7.77

659.978

22.95

1.38

0.023

4811.73

0.43

536.149

50.17

1.87

333.910

10.32

11.86

0.425

0.00

0.03

13.469

86.49

1.39

501.724

3.33

3.40

2120.000

5.75

1.86

220.028

40.21

0.53

482.980

47.52

4.23

106.600

-5.51

0.33

0.383

19.84

0.91

1.400

25.24

0.05

128.036

31.20

0.47

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2022

How to read: Life Insurance: $167,629,000 Agricultural Services: $1,961,356,000

Industry Name

CONSTRUCTION, MINING & MATERIALS HANDLING MACHINERY & EQUIP CONVERTED PAPER & PAPERBOARD PRODS (NO CONTANERS/BOXES) COOKIES & CRACKERS CRUDE PETROLEUM & NATURAL GAS CUT STONE & STONE PRODUCTS CUTLERY, HANDTOOLS & GENERAL HARDWARE DAIRY PRODUCTS DENTAL EQUIPMENT & SUPPLIES DOLLS & STUFFED TOYS DRAWING & INSULATING OF NONFERROUS WIRE DRILLING OIL & GAS WELLS ELECTRIC & OTHER SERVICES COMBINED ELECTRIC HOUSEWARES & FANS ELECTRIC LIGHTING & WIRING EQUIPMENT ELECTRIC SERVICES ELECTROMEDICAL & ELECTROTHERAPEUTIC APPARATUS ELECTRONIC COMPONENTS & ACCESSORIES ELECTRONIC COMPONENTS, NEC ELECTRONIC COMPUTERS ELECTRONIC CONNECTORS ENGINES & TURBINES FABRICATED PLATE WORK (BOILER SHOPS) FABRICATED RUBBER PRODUCTS, NEC FABRICATED STRUCTURAL METAL PRODUCTS FARM MACHINERY & EQUIPMENT FATS & OILS FINANCE LESSORS FINANCE SERVICES FIRE, MARINE & CASUALTY INSURANCE FISHING, HUNTING AND TRAPPING FLAT GLASS FOOD AND KINDRED PRODUCTS FOOTWEAR, (NO RUBBER) FUNCTIONS RELATED TO DEPOSITORY BANKING, NEC GAMES, TOYS & CHILDREN'S VEHICLES (NO DOLLS & BICYCLES) GAS & OTHER SERVICES COMBINED GENERAL BLDG CONTRACTORS - RESIDENTIAL BLDGS GENERAL INDUSTRIAL MACHINERY & EQUIPMENT GENERAL INDUSTRIAL MACHINERY & EQUIPMENT, NEC GLASS PRODUCTS, MADE OF PURCHASED GLASS GOLD AND SILVER ORES

Ad to Sales Ratios

SIC Code

3530 2670 2052 1311 3281 3420 2020 3843 3942 3357 1381 4931 3634 3640 4911 3845 3670 3679 3571 3678 3510 3443 3060 3440 3523 2070 6172 6199 6331 900 3211 2000 3140 6099 3944 4932 1520 3560 3569 3231 1040

2021 Revenue ($Millions)

2020 Revenue ($Millions)

2020 vs. 2021 Annual Revenue Growth Rate %

2021 Advertising Spend ($Millions)

10982.071 8583.756

27.94

23.685

19984.782 19539.143

2.28

893.904

1144.579

1022.038

11.99

4.885

1353.541

679.995

99.05

6.049

643.892

486.412

32.38

15.307

23393.158 19700.498

18.74

158.248

111.764

103.282

8.21

1.730

46.926

22.780

105.99

1.700

5457.741

4588.433

18.95

545.674

2467.236

1917.993

28.64

12.881

2.000

0.291

587.74

0.000

605.477

540.132

12.10

9.800

3129.516

2888.216

8.35

105.400

3579.815

3472.487

3.09

17.147

92179.282 70402.689

30.93

192.103

2209.482

1833.230

20.52

17.372

1145.648

116.205

885.89

6.099

31652.917 25385.017

24.69

139.508

105071.994 97849.017

7.38

1305.974

57.424

43.044

33.41

0.314

5893.873

4361.787

35.13

26.068

1317.700

1177.100

11.94

3.900

56.245

47.452

18.53

3.436

488.098

434.395

12.36

11.600

56521.488 45875.575

23.21

276.563

590.150

415.026

42.20

0.066

0.165

1.773

-90.69

0.011

66212.013 47792.686

38.54

10303.888

59968.250 54339.711

10.36

2360.152

84.922

87.240

-2.66

1.230

496.785

374.923

32.50

1.457

59920.054 57235.506

4.69

2535.688

13937.030 10093.283

38.08

773.699

61.942

32.252

92.06

0.179

7079.760

6011.463

17.77

518.800

255.646

291.724

-12.37

0.000

30829.809 26441.867

16.59

107.359

24467.300 20561.100

19.00

105.200

4345.181

3960.330

9.72

14.648

1313.977

1230.774

6.76

1.200

0.175

0.640

-72.72

0.273

2020 Advertising Spend ($Millions)

2020 vs. 2021

2021

Annual Advertising Ad Dollars as

Growth Rate % % of Sales

21.375

10.81

0.22

956.700

-6.56

4.47

6.461

-24.39

0.43

2.600

132.64

0.45

14.457

5.88

2.38

134.482

17.67

0.68

2.583

-33.04

1.55

0.600

183.33

3.62

516.803

5.59

10.00

11.732

9.79

0.52

0.000

0.00

0.00

6.995

40.10

1.62

110.700

-4.79

3.37

15.756

8.83

0.48

149.398

28.58

0.21

34.340

-49.41

0.79

0.774

687.72

0.53

127.338

9.56

0.44

1304.497

0.11

1.24

0.295

6.44

0.55

29.890

-12.79

0.44

2.700

44.44

0.30

2.158

59.21

6.11

11.500

0.87

2.38

251.575

9.93

0.49

0.065

1.54

0.01

0.176

-93.68

6.74

7160.286

43.90

15.56

2275.555

3.72

3.94

0.012

9999.99

1.45

0.987

47.62

0.29

2255.713

12.41

4.23

509.174

51.95

5.55

0.059

203.39

0.29

422.833

22.70

7.33

0.000

0.00

0.00

119.073

-9.84

0.35

74.700

40.83

0.43

12.299

19.10

0.34

1.100

9.09

0.09

0.298

-8.39

156.35

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2022

How to read: Life Insurance: $167,629,000 Agricultural Services: $1,961,356,000

Ad to Sales Ratios

Industry Name

GRAIN MILL PRODUCTS GUIDED MISSILES & SPACE VEHICLES & PARTS HAZARDOUS WASTE MANAGEMENT HEARING EQUIP, EXCEPT ELEC & WARM AIR; & PLUMBING FIXTURES HEAVY CONSTRUCTION OTHER THAN BLDG CONST - CONTRACTORS HOSPITAL & MEDICAL SERVICE PLANS HOTELS & MOTELS HOTELS, ROOMING HOUSES, CAMPS & OTHER LODGING PLACES HOUSEHOLD APPLIANCES HOUSEHOLD AUDIO & VIDEO EQUIPMENT HOUSEHOLD FURNITURE ICE CREAM & FROZEN DESSERTS IN VITRO & IN VIVO DIAGNOSTIC SUBSTANCES INDUSTRIAL & COMMERCIAL FANS & BLOWERS & AIR PURIFING EQUIP INDUSTRIAL INORGANIC CHEMICALS INDUSTRIAL INSTRUMENTS FOR MEASUREMENT, DISPLAY, AND CONTROL INDUSTRIAL ORGANIC CHEMICALS INDUSTRIAL TRUCKS, TRACTORS, TRAILORS & STACKERS INSTRUMENTS FOR MEAS & TESTING OF ELECTRICITY & ELEC SIGNALS INSURANCE AGENTS, BROKERS & SERVICE INVESTMENT ADVICE INVESTORS, NEC JEWELRY, SILVERWARE & PLATED WARE LABORATORY ANALYTICAL INSTRUMENTS LABORATORY APPARATUS & FURNITURE LAND SUBDIVIDERS & DEVELOPERS (NO CEMETERIES) LAWN & GARDEN TRACTORS & HOME LAWN & GARDENS EQUIP LEATHER & LEATHER PRODUCTS LIFE INSURANCE LOAN BROKERS LUMBER & WOOD PRODUCTS (NO FURNITURE) MALT BEVERAGES MANIFOLD BUSINESS FORMS MEASURING & CONTROLLING DEVICES, NEC MEAT PACKING PLANTS MEDICINAL CHEMICALS & BOTANICAL PRODUCTS MEN'S & BOYS' FURNISHGS, WORK CLOTHG, & ALLIED GARMENTS METAL DOORS, SASH, FRAMES, MOLDINGS & TRIM METAL FORGINGS & STAMPINGS METAL MINING METALWORKG MACHINERY & EQUIPMENT

SIC Code

2040 3760 4955 3430 1600 6324 7011 7000 3630 3651 2510 2024 2835 3564 2810 3823 2860 3537 3825 6411 6282 6799 3910 3826 3821 6552 3524 3100 6311 6163 2400 2082 2761 3829 2011 2833 2320 3442 3460 1000 3540

2021 Revenue ($Millions)

2020 Revenue ($Millions)

2020 vs. 2021 Annual Revenue Growth Rate %

2021 Advertising Spend ($Millions)

39474.795 37914.490

4.12

1778.749

137.601

0.000

0.00

1.156

3948.743

3281.935

20.32

7.547

130.011

105.796

22.89

0.877

601.360

709.942

-15.29

0.000

141977.760 124001.138

14.50

615.481

67711.158 43714.746

54.89

2301.379

9.811

7.431

32.03

0.039

29856.838 23781.690

25.55

767.700

99251.863 88899.475

11.65

1914.047

12380.348 10410.279

18.92

1157.079

12.590

13.815

-8.87

0.281

5749.793

4927.597

16.69

24.121

324.140

316.011

2.57

0.000

2335.400

1878.100

24.35

1.000

6002.307

5048.363

18.90

23.089

5256.733

3932.504

33.67

9.694

3075.700

2812.100

9.37

9.000

3943.009

3357.386

17.44

14.219

5661.090

3852.969

46.93

1470.467

21654.944 17971.579

20.50

247.275

12.016

5.608

114.29

3.410

443.928

39.821

1014.82

78.988

16876.458 13500.237

25.01

146.017

237.909

221.493

7.41

0.113

38.696

76.327

-49.30

1.032

3959.584

3378.810

17.19

50.500

10247.969 10338.656

-0.88

811.832

167.629

124.371

34.78

0.971

1098.499

909.990

20.72

716.600

5749.952

3668.831

56.72

54.700

12661.372 11680.375

8.40

1391.390

292.293

357.973

-18.35

0.640

4567.167

3732.385

22.37

60.884

11466.687 9688.960

18.35

138.501

5456.941

3177.993

71.71

1552.142

24054.808 23618.902

1.85

1479.348

1911.614

1431.594

33.53

17.804

1965.470

1533.880

28.14

0.463

54502.000 40018.000

36.19

27.000

53.554

49.136

8.99

1.276

2020 Advertising Spend ($Millions)

2020 vs. 2021

2021

Annual Advertising Ad Dollars as

Growth Rate % % of Sales

1701.800

4.52

4.51

0.000

0.00

0.84

10.802

-30.14

0.19

0.691

26.92

0.67

0.000

0.00

0.00

571.400

7.71

0.43

1145.181

100.96

3.40

0.040

-2.27

0.39

515.200

49.01

2.57

2497.041

-23.35

1.93

973.131

18.90

9.35

0.258

8.91

2.23

7.039

242.66

0.42

0.000

0.00

0.00

1.000

0.00

0.04

25.551

-9.64

0.38

5.603

73.02

0.18

7.600

18.42

0.29

13.851

2.66

0.36

595.548

146.91

25.97

213.757

15.68

1.14

3.390

0.57

28.37

4.250

1758.55

17.79

95.219

53.35

0.87

0.174

-34.96

0.05

1.540

-32.99

2.67

50.300

0.40

1.28

587.871

38.10

7.92

1.251

-22.39

0.58

567.700

26.23

65.23

51.700

5.80

0.95

1134.484

22.65

10.99

0.800

-20.00

0.22

28.769

111.63

1.33

123.601

12.05

1.21

137.788

1026.47

28.44

1302.100

13.61

6.15

12.926

37.74

0.93

0.400

15.75

0.02

17.000

58.82

0.05

1.529

-16.55

2.38

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2022

How to read: Life Insurance: $167,629,000 Agricultural Services: $1,961,356,000

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