Advertising Ratios and Budgets

ADVERTISING RATIOS AND BUDGETS 2021 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 2019 and 2020 fiscal year. If no data for fiscal 2020 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 2020 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 2019 fiscal year to the 2020 fiscal year.

Source: Schonfeld and Associates, Inc. - Advertising Ratios and Budgets, 2021

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, 2021

Industry Name ABRASIVE, ASBESTOS & MISC NONMETALLIC MINERAL PRODS ACCIDENT & HEALTH INSURANCE AGRICULTURAL CHEMICALS AGRICULTURAL PROD-LIVESTOCK & ANIMAL SPECIALTIES AGRICULTURAL PRODUCTION-CROPS AGRICULTURAL SERVICES AIR COURIER SERVICES AIR TRANSPORTATION, SCHEDULED AIR-COND & WARM AIR HEATG EQUIP & COMM & INDL REFRIG EQUIP AIRCRAFT AIRCRAFT PARTS & AUXILIARY EQUIPMENT, NEC AIRPORTS, FLYING FIELDS & AIRPORT TERMINAL SERVICES APPAREL & OTHER FINISHD PRODS OF FABRICS & SIMILAR MATL AUTO CONTROLS FOR REGULATING RESIDENTIAL & COMML ENVIRONMENTS BAKERY PRODUCTS BEVERAGES BIOLOGICAL PRODUCTS, (NO DIAGNOSTIC SUBSTANCES) BLANKBOOKS, LOOSELEAF BINDERS & BOOKBINDG & RELATD WORK BOOKS: PUBLISHING OR PUBLISHING & PRINTING BOTTLED & CANNED SOFT DRINKS & CARBONATED WATERS BROADWOVEN FABRIC MILLS, COTTON CABLE & OTHER PAY TELEVISION SERVICES CALCULATING & ACCOUNTING MACHINES (NO ELECTRONIC COMPUTERS) CANNED, FROZEN & PRESERVD FRUIT, VEG & FOOD SPECIALTIES CANNED, FRUITS, VEG, PRESERVES, JAMS & JELLIES CARPETS & RUGS CHEMICALS & ALLIED PRODUCTS CIGARETTES COATING, ENGRAVING & ALLIED SERVICES COMMERCIAL BANKS, NEC COMMERCIAL PRINTING COMMODITY CONTRACTS BROKERS & DEALERS COMMUNICATIONS EQUIPMENT, NEC COMMUNICATIONS SERVICES, NEC COMPUTER & OFFICE EQUIPMENT COMPUTER COMMUNICATIONS EQUIPMENT COMPUTER PERIPHERAL EQUIPMENT, NEC COMPUTER STORAGE DEVICES CONCRETE PRODUCTS, EXCEPT BLOCK & BRICK CONSTRUCTION - SPECIAL TRADE CONTRACTORS CONSTRUCTION MACHINERY & EQUIP CONSTRUCTION, MINING & MATERIALS HANDLING MACHINERY & EQUIP

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

3290

7160.000

7055.000

6321 22307.000 22147.000

2870

3839.975

4826.470

200

1351.609

1342.097

100

4833.861

4565.164

700

1212.664

1070.422

4513 69217.000 68744.251

4512 183858.226 69033.301

3585

4309.959

4176.906

3721

367.593

430.549

3728

1.316

5.449

4581

2413.474

1577.287

2300 17804.462 14202.310

3822

11.982

6.494

2050

908.992

1018.270

2080 129082.064 128846.746

2836 66160.810 71662.405

2780

3964.415

3445.981

2731

4709.257

4231.859

2086

7704.680

7711.347

2211

329.562

303.785

4841 208648.109 208823.733

3578

4571.853

4086.557

2030 28769.400 30013.643

2033

9727.135

9876.696

2273

9970.672

9552.197

2800

1.373

0.989

2111 104960.544 104230.780

3470

132.369

160.243

6029 55633.744 44790.901

2750

2497.653

2256.609

6221

219.659

138.922

3669

1601.501

1755.775

4899 14918.676 15012.037

3570 135756.000 130259.000

3576 59938.383 57446.831

3577

8037.221 10407.655

3572 29291.389 29621.443

3272

46.691

43.862

1700

2624.121

2718.038

3531 30629.485 28283.737

3530

8267.648

8583.756

2019 vs . 2020 Annual Revenue Growth Rate %

-1.47 -0.72 25.69 -0.70 -5.56 -11.73 -0.68 -62.45 -3.09 17.13 313.92 -34.65 -20.23 -45.80 12.02 -0.18 8.32 -13.08 -10.14 0.09 -7.82 0.08 -10.61 4.32 1.54 -4.20 -27.97 -0.70 21.06 -19.49 -9.65 -36.76 9.63 0.63 -4.05 -4.16 29.49 1.13 -6.06 3.58 -7.66 3.82

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

117.000

98.000

-16.24

1.39

219.000

184.000

-15.98

0.83

128.249

154.598

20.55

3.20

6.000

4.932

-17.81

0.37

15.064

14.950

-0.76

0.33

0.996

0.855

-14.13

0.08

427.000

389.592

-8.76

0.57

1037.191

532.962

-48.61

0.77

44.642

27.323

-38.80

0.65

0.934

0.973

4.12

0.23

0.000

0.000

0.00

0.00

3.397

1.568

-53.84

0.10

1251.300

1080.400

-13.66

7.61

0.055

0.010

-81.61

0.16

39.778

45.818

15.18

4.50

8831.691

7804.823

-11.63

6.06

1775.752

2056.149

15.79

2.87

169.198

149.308

-11.76

4.33

200.900

198.835

-1.03

4.70

480.670

436.923

-9.10

5.67

1.100

0.931

-15.38

0.31

13202.733

12668.987

-4.04

6.07

7.500

7.200

-4.00

0.18

557.000

662.327

18.91

2.21

202.600

170.868

-15.66

1.73

130.207

105.974

-18.61

1.11

0.068

0.061

-10.29

6.17

789.668

685.978

-13.13

0.66

0.914

0.603

-34.01

0.38

620.018

536.149

-13.53

1.20

302.612

214.136

-29.24

9.49

38.395

40.433

5.31

29.10

12.590

13.943

10.75

0.79

613.769

501.724

-18.26

3.34

2299.000

2120.000

-7.79

1.63

225.576

220.087

-2.43

0.38

322.173

363.682

12.88

3.49

128.700

107.910

-16.15

0.36

0.393

0.383

-2.54

0.87

1.700

1.400

-17.65

0.05

177.211

128.145

-27.69

0.45

24.609

21.375

-13.14

0.25

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

Industry Name

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 & OTHER ELECTRICAL EQUIPMENT (NO COMPUTER EQUIP) ELECTRONIC COILS, TRANSFORMERS & OTHER INDUCTORS 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 & GLASSWARE, PRESSED OR BLOWN GLASS PRODUCTS, MADE OF PURCHASED GLASS

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

2019 vs . 2020 Annual Revenue Growth Rate %

2670 2052 1311 3281 3420 2020 3843 3942 3357 1381 4931 3634 3640 4911 3845 3600 3677 3670 3679 3571 3678 3510 3443 3060 3440 3523 2070 6172 6199 6331

900 3211 2000 3140 6099 3944 4932 1520 3560 3569 3220 3231

18450.000 1186.487 5413.484

545.974 20996.082

7424.459 38.863

4504.571 2202.602

0.059 446.847 2433.669 3848.650 62244.301 1638.040 1825.900 26.133 1308.138 25021.236 97840.508 55.325 4136.450 1911.725 54.223 458.728 49441.427 371.276

19.030 57850.098 51175.298

89.622 430.912 54556.019 12621.862

28.201 5342.710

344.065 26864.196 23752.486

4051.770 829.303

1387.439

19438.200 1022.038 4890.072

486.412 21135.730

7028.764 23.486

4583.660 1917.993

0.291 540.132 2653.255 3701.679 66963.960 1825.086 3643.618 33.225 1274.458 23162.563 99824.700 43.044 4361.787 1809.755 47.452 434.395 45875.575 415.026

4.383 51528.528 55152.789

125.002 374.923 58902.439 10093.283

32.252 6011.506

291.724 27475.506 21903.868

3960.330 817.356

1372.406

5.36 -13.86 -9.67 -10.91 0.67 -5.33 -39.57 1.76 -12.92 390.11 20.88 9.02 -3.82 7.58 11.42 99.55 27.14 -2.57 -7.43 2.03 -22.20 5.45 -5.33 -12.49 -5.30 -7.21 11.78 -76.97 -10.93 7.77 39.48 -12.99 7.97 -20.03 14.37 12.52 -15.21 2.28 -7.78 -2.26 -1.44 -1.08

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars

Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

757.000 5.938 37.259 16.233

155.167 22.967 0.538 551.517 14.896 0.000 5.100 76.200 18.954 153.309 19.975 302.800 0.009 5.806

169.108 1473.770

0.422 37.400

7.300 1.653 13.000 269.675 0.076 2.789 7408.880 1883.661 0.000 1.416 1916.777 569.371 0.114 427.507 1.200 151.742 90.510 17.093 5.143 1.400

956.700 6.461 31.464 14.457

133.874 11.641 0.610 516.803 11.732 0.000 6.995 87.998 15.756 156.739 35.198 419.049 0.009 4.618

300.991 1483.937

0.295 29.890

5.347 2.158 11.500 251.575 0.065 0.273 7298.843 2275.555 0.000 0.987 2215.358 509.174 0.059 422.833 1.600 145.796 89.565 13.700 4.239 1.307

26.38 8.81 -15.55 -10.94 -13.72 -49.31 13.44 -6.29 -21.24 0.00 37.16 15.48 -16.87 2.24 76.21 38.39 0.00 -20.46 77.99 0.69 -30.09 -20.08 -26.75 30.55 -11.54 -6.71 -14.47 -90.21 -1.49 20.80 -99.89 -30.30 15.58 -10.57 -48.25 -1.09 33.33 -3.92 -1.04 -19.85 -17.57 -6.67

4.92 0.63 0.64 2.97 0.63 0.17 2.60 11.27 0.61 0.00 1.30 3.32 0.43 0.23 1.93 11.50 0.03 0.36 1.30 1.49 0.69 0.69 0.30 4.55 2.65 0.55 0.02 6.23 14.16 4.13 0.00 0.26 3.76 5.04 0.18 7.03 0.55 0.53 0.41 0.35 0.52 0.10

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

Industry Name

GOLD AND SILVER ORES GRAIN MILL PRODUCTS HAZARDOUS WASTE MANAGEMENT HEARING EQUIP, EXCEPT ELEC & WARM AIR; & PLUMBING FIXTURES HEATING EQUIPMENT, EXCEPT ELECTRIC & WARM AIR FURNACES 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 LOAN BROKERS LUMBER & WOOD PRODUCTS (NO FURNITURE) MAGNETIC & OPTICAL RECORDING MEDIA 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

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

2019 vs . 2020 Annual Revenue Growth Rate %

1040 2040 4955 3430 3433 1600 6324 7011 7000 3630 3651 2510 2024 2835 3564 2810 3823 2860 3537 3825 6411 6282 6799 3910 3826 3821 6552 3524 3100 6163 2400 3695 2082 2761 3829 2011 2833 2320 3442 3460 1000 3540

2.675 37131.562 3593.475

969.938 341.041 708.390 104596.936 92879.216

8.507 24766.700 78066.826

9115.671 13.130

3432.212 341.869 1918.584

7032.894 4244.402 3291.800 2539.844 2783.237 16590.045

5.232 29.189 13572.473 211.633 74.590 3138.084 11007.612 1963.099 3055.347 13.439 14725.220 438.412 3570.196 9607.869 2111.341 30228.985 744.956 2428.658 37570.000 58.674

0.685 38209.864 11365.279

1027.987 400.622 709.942

122369.028 49894.288 7.431 23910.122 75873.418 10277.189 13.815 4929.011 316.011 1895.467 7460.960 3766.488 2812.100 3369.647 4164.230 17057.396 7.367 27.008 13448.018 250.704 92.306 3378.810 10435.110 2069.231 3668.831 14.769 13942.908 479.575 3713.795 9731.814 2567.988 26704.601 882.621 2303.850 40018.000 49.136

-74.40 2.90 216.28 5.98 17.47 0.22 16.99 -46.28 -12.65 -3.46 -2.81 12.74 5.22 43.61 -7.56 -1.20 6.09 -11.26 -14.57 32.67 49.62 2.82 40.81 -7.47 -0.92 18.46 23.75 7.67 -5.20 5.41 20.08 9.89 -5.31 9.39 4.02 1.29 21.63 -11.66 18.48 -5.14 6.52 -16.26

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars

Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

0.470 1524.361

11.958 1.056 4.400 0.000

474.800 2720.638

0.067 570.700 3357.090 762.362

0.347 6.959 0.000 2.100 23.501 8.488 10.700 18.036 375.747 420.320 0.093 3.960 90.428 0.385 0.776 43.500 485.460 688.200 63.700 0.082 1400.745 1.000 42.700 131.117 109.821 1723.300 5.200 0.787 0.000 1.690

0.298 1761.024

12.578 0.691 5.378 0.000

571.400 1368.483

0.040 515.200 3190.150 984.753

0.258 8.907 0.000 1.100 25.554 5.601 7.600 14.000 953.746 210.227 0.076 5.561 96.720 0.671 1.540 50.300 539.509 567.700 51.700 0.073 1167.162 1.250 28.639 123.619 286.138 1627.644 11.600 0.400 17.000 1.529

-36.60 15.53 5.18 -34.56 22.22 0.00 20.35 -49.70 -40.67 -9.72 -4.97 29.17 -25.65 28.00 0.00 -47.62 8.73 -34.01 -28.97 -22.38 153.83 -49.98 -17.30 40.43 6.96 74.11 98.40 15.63 11.13 -17.51 -18.84 -10.87 -16.68 25.00 -32.93 -5.72 160.55 -5.55 123.08 -49.17 0.00 -9.53

43.52 4.61 0.11 0.07 1.34 0.00 0.47 2.74 0.53 2.15 4.20 9.58 1.87 0.18 0.00 0.06 0.34 0.15 0.27 0.42 22.90 1.23 1.04 20.59 0.72 0.27 1.67 1.49 5.17 27.44 1.41 0.49 8.37 0.26 0.77 1.27 11.14 6.09 1.31 0.02 0.04 3.11

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

Industry Name

MILLWOOD, VENEER, PLYWOOD, & STRUCTURAL WOOD MEMBERS MISC INDUSTRIAL & COMMERCIAL MACHINERY & EQUIPMENT MISCELLANEOUS BUSINESS CREDIT INSTITUTION MISCELLANEOUS CHEMICAL PRODUCTS MISCELLANEOUS ELECTRICAL MACHINERY, EQUIPMENT & SUPPLIES MISCELLANEOUS FABRICATED METAL PRODUCTS MISCELLANEOUS FOOD PREPARATIONS & KINDRED PRODUCTS MISCELLANEOUS MANUFACTURING INDUSTRIES MISCELLANEOUS PLASTICS PRODUCTS MISCELLANEOUS PRODUCTS OF PETROLEUM & COAL MISCELLANEOUS TRANSPORTATION EQUIPMENT MOBILE HOMES MORTGAGE BANKERS & LOAN CORRESPONDENTS MOTOR HOMES MOTOR VEHICLE PARTS & ACCESSORIES MOTOR VEHICLES & PASSENGER CAR BODIES MOTORCYCLES, BICYCLES & PARTS MOTORS & GENERATORS NATIONAL COMMERCIAL BANKS NEWSPAPERS: PUBLISHING OR PUBLISHING & PRINTING OIL & GAS FIELD EXPLORATION SERVICES OIL & GAS FIELD MACHINERY & EQUIPMENT OIL & GAS FIELD SERVICES, NEC OPERATIVE BUILDERS OPERATORS OF APARTMENT BUILDINGS OPHTHALMIC GOODS OPTICAL INSTRUMENTS & LENSES ORDNANCE & ACCESSORIES, (NO VEHICLES/GUIDED MISSILES) ORTHOPEDIC, PROSTHETIC & SURGICAL APPLIANCES & SUPPLIES PAINTS, VARNISHES, LACQUERS, ENAMELS & ALLIED PRODS PAPER MILLS PAPERBOARD CONTAINERS & BOXES PAPERS & ALLIED PRODUCTS PATENT OWNERS & LESSORS PERFUMES, COSMETICS & OTHER TOILET PREPARATIONS PERIODICALS: PUBLISHING OR PUBLISHING & PRINTING PERSONAL CREDIT INSTITUTIONS PETROLEUM REFINING PHARMACEUTICAL PREPARATIONS PHONOGRAPH RECORDS & PRERECORDED AUDIO TAPES & DISKS PHOTOGRAPHIC EQUIPMENT & SUPPLIES PLASTIC MATERIALS, SYNTH RESINS & NONVULCAN ELASTOMERS

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

2019 vs . 2020 Annual Revenue Growth Rate %

2430 3590 6159 2890 3690 3490 2090 3990 3080 2990 3790 2451 6162 3716 3714 3711 3751 3621 6021 2711 1382 3533 1389 1531 6513 3851 3827 3480 3842 2851 2621 2650 2600 6794 2844 2721 6141 2911 2834 3652 3861 2821

13881.377 32.639

20979.027 423.595 6419.991

1031.884 6155.041 2898.143

151.102 3840.253 6782.518 2646.808

8.880 9850.432 24187.220 626282.412 6141.502 2257.463 479508.243 13671.242

2.032 38.981 5264.517 43339.536 1142.523 1874.516 59.263 3168.754 7777.948 20652.994 938.500 19.409 0.243 2271.188 30801.788 2848.600 12173.804 136639.800 391610.587 38.501 35866.404 4674.060

14238.414 22.527

20037.396 408.841 6854.997

1050.947 6616.216 2676.576

116.065 3913.757 7027.900 2768.810 14445.622 10523.466 21335.473 574387.292 4983.774 2670.040 441419.307 13990.360

3.782 21.459 2700.402 48436.089 2694.647 1875.220 70.117 3192.024 8159.881 19284.032 792.600 17.411 7.825 4249.461 28413.836 2544.934 10283.641 84409.000 441196.148 31.889 31690.765 3838.083

2.57 -30.98 -4.49 -3.48 6.78 1.85 7.49 -7.65 -23.19 1.91 3.62 4.61 99.99 6.83 -11.79 -8.29 -18.85 18.28 -7.94 2.33 86.15 -44.95 -48.71 11.76 135.85 0.04 18.31 0.73 4.91 -6.63 -15.55 -10.30 99.99 87.10 -7.75 -10.66 -15.53 -38.23 12.66 -17.17 -11.64 -17.89

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars

Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

339.800 0.120

151.616 23.312

162.228 7.406

156.606 84.498

1.388 93.400 77.400 4.480 0.000 46.943 51.801 12694.035 174.807 44.217 12048.261 719.700 0.314 0.077

3.503 256.900

0.458 124.290

0.408 89.292 188.031 332.700

4.900 0.081 0.000 72.743 3879.224 152.100 1067.330 94.500 14310.167 0.000 503.742 5.400

331.443 0.099

123.400 21.609

193.547 3.383

179.422 85.696 0.212 92.400 95.800 5.832 961.833 79.519 29.765

10580.288 138.958 53.992 9130.956 591.596 0.321 0.027 1.306 202.138 0.442 95.681 0.371 85.912 244.753 265.958 3.000 0.098 0.000 86.912 3750.950 119.681 800.522 76.200

15354.739 0.000

333.398 3.600

-2.46 -17.16 -18.61 -7.31 19.31 -54.32 14.57 1.42 -84.73 -1.07 23.77 30.19 0.00 69.39 -42.54 -16.65 -20.51 22.11 -24.21 -17.80 2.30 -64.73 -62.72 -21.32 -3.45 -23.02 -9.07 -3.79 30.17 -20.06 -38.78 20.90 0.00 19.48 -3.31 -21.31 -25.00 -19.37 7.30 0.00 -33.82 -33.33

2.33 0.44 0.62 5.29 2.82 0.32 2.71 3.20 0.18 2.36 1.36 0.21 6.66 0.76 0.14 1.84 2.79 2.02 2.07 4.23 8.49 0.13 0.05 0.42 0.02 5.10 0.53 2.69 3.00 1.38 0.38 0.56 0.00 2.05 13.20 4.70 7.78 0.09 3.48 0.00 1.05 0.09

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

Industry Name

PLASTICS FOAM PRODUCTS PLASTICS PRODUCTS, NEC PLASTICS, FOIL & COATED PAPER BAGS POULTRY SLAUGHTERING AND PROCESSING PREFABRICATED METAL BUILDINGS & COMPONENTS PREPARED FRESH OR FROZEN FISH & SEAFOODS PRINTING TRADES MACHINERY & EQUIPMENT PUBLIC BLDG & RELATED FURNITURE PUMPS & PUMPING EQUIPMENT RADIO & TV BROADCASTING & COMMUNICATIONS EQUIPMENT RADIO BROADCASTING STATIONS RADIOTELEPHONE COMMUNICATIONS REAL ESTATE REAL ESTATE AGENTS & MANAGERS (FOR OTHERS) REAL ESTATE INVESTMENT TRUSTS REAL ESTATE OPERATORS (NO DEVELOPERS) & LESSORS REFRIGERATION & SERVICE INDUSTRY MACHINERY REFUSE SYSTEMS RETAIL-APPAREL & ACCESSORY STORES RETAIL-AUTO & HOME SUPPLY STORES RETAIL-AUTO DEALERS & GASOLINE STATIONS RETAIL-BUILDING MATERIALS, HARDWARE, GARDEN SUPPLY RETAIL-CATALOG & MAIL-ORDER HOUSES RETAIL-COMPUTER & COMPUTER SOFTWARE STORES RETAIL-CONVENIENCE STORES RETAIL-DEPARTMENT STORES RETAIL-DRUG STORES AND PROPRIETARY STORES RETAIL-EATING & DRINKING PLACES RETAIL-EATING PLACES RETAIL-FAMILY CLOTHING STORES RETAIL-FOOD STORES RETAIL-FURNITURE STORES RETAIL-GROCERY STORES RETAIL-HOBBY, TOY & GAME SHOPS RETAIL-HOME FURNITURE, FURNISHINGS & EQUIPMENT STORES RETAIL-JEWELRY STORES RETAIL-LUMBER & OTHER BUILDING MATERIALS DEALERS RETAIL-MISCELLANEOUS RETAIL RETAIL-MISCELLANEOUS SHOPPING GOODS STORES RETAIL-NONSTORE RETAILERS RETAIL-RADIO, TV & CONSUMER ELECTRONICS STORES RETAIL-RECORD & PRERECORDED TAPE STORES

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

2019 vs . 2020 Annual Revenue Growth Rate %

3086 3089 2673 2015 3448 2092 3555 2531 3561 3663 4832 4812 6500 6531 6798 6510 3580 4953 5600 5531 5500 5200 5961 5734 5412 5311 5912 5810 5812 5651 5400 5712 5411 5945 5700 5944 5211 5900 5940 5960 5731 5735

1673.805 13177.200

0.003 57254.477 4889.747

23.829 179.866 191.063 2892.752 11786.390 15586.901 91605.467 35128.265 18287.959 29524.071 180.802 3336.035 5390.063 20401.079 34008.165 122188.931 26371.679 366411.506 6466.054

0.022 69330.609 420515.523 31257.660 70163.989 107509.757

2068.188 3683.105 236145.340 5410.580 19713.024 10812.544 189137.651 6305.740 24315.936

0.067 45181.686

325.935

2023.223 12646.800 3263.001 58841.168

4617.369 14.111 193.331 181.874

2700.613 11970.149 18447.129 119759.271 34133.432 16182.873 23570.663

184.630 2725.497 5447.595 18075.095 37319.348 121863.257 29220.163 487849.709 5089.815

0.014 53873.561 436456.511 27804.439 63134.449 84889.290

1817.446 3917.616 256901.675 5526.422 20167.794 9936.821 228802.075 5571.612 30579.935

1.517 48648.025

254.032

20.88 -4.03 99.99 2.77 -5.57 -40.78 7.49 -4.81 -6.64 1.56 18.35 30.73 -2.83 -11.51 -20.16 2.12 -18.30 1.07 -11.40 9.74 -0.27 10.80 33.14 -21.28 -35.81 -22.29 3.79 -11.05 -10.02 -21.04 -12.12 6.37 8.79 2.14 2.31 -8.10 20.97 -11.64 25.76 2161.30 7.67 -22.06

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars

Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

4.900 400.700

0.000 322.400 28.600

0.082 1.981 1.030 18.700 80.190 710.896 1832.316 765.973 560.076 417.448 0.000 26.900 5.664 847.002 354.241 1122.444 447.531 21821.119 66.700 0.000 2905.800 1163.090 813.302 3269.422 2285.143 86.000 186.518 1591.433 202.200 961.204 775.593 2203.690 153.123 652.812 0.049 924.800 1.700

6.318 371.500

72.000 322.200

15.100 0.007 2.273 0.936 12.000 71.745

965.248 2014.143

721.482 470.205 337.284

0.000 14.176

5.124 708.486 357.688 1174.817 471.403 27246.562

58.437 0.001

2226.045 1172.271

821.606 3226.152 2206.756

77.364 140.586 1606.124 184.500 913.013 713.817 2133.947 157.300 653.585

0.227 891.500

1.314

28.95 -7.29 0.00 -0.06 -47.20 -91.19 14.74 -9.17 -35.83 -10.53 35.78 9.92 -5.81 -16.05 -19.20 -30.59 -47.30 -9.53 -16.35 0.97 4.67 5.33 24.86 -12.39 0.00 -23.39 0.79 1.02 -1.32 -3.43 -10.04 -24.63 0.92 -8.75 -5.01 -7.97 -3.16 2.73 0.12 365.89 -3.60 -22.73

0.31 2.94 2.21 0.55 0.33 0.05 1.18 0.51 0.44 0.60 5.23 1.68 2.11 2.91 1.43 0.00 0.52 0.09 3.92 0.96 0.96 1.61 5.59 1.15 5.90 4.13 0.27 2.95 5.11 2.60 4.26 3.59 0.63 3.34 4.53 7.18 0.93 2.82 2.14 14.95 1.83 0.52

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

Industry Name

RETAIL-RETAIL STORES, NEC RETAIL-SHOE STORES RETAIL-VARIETY STORES RETAIL-WOMEN'S CLOTHING STORES ROLLING DRAWING & EXTRUDING OF NONFERROUS METALS RUBBER & PLASTICS FOOTWEAR SANITARY SERVICES SAUSAGES & OTHER PREPARED MEAT PRODUCTS SAVINGS INSTITUTION, FEDERALLY CHARTERED SAVINGS INSTITUTIONS, NOT FEDERALLY CHARTERED SEARCH, DETECTION, NAVAGATION, GUIDANCE, AERONAUTICAL SYS SECURITY & COMMODITY BROKERS, DEALERS, EXCHANGES & SERVICES SECURITY BROKERS, DEALERS & FLOTATION COMPANIES SEMICONDUCTORS & RELATED DEVICES SERVICES-ADVERTISING SERVICES-ADVERTISING AGENCIES SERVICES-ALLIED TO MOTION PICTURE PRODUCTION SERVICES-AMUSEMENT & RECREATION SERVICES SERVICES-AUTO RENTAL & LEASING (NO DRIVERS) SERVICES-BUSINESS SERVICES, NEC SERVICES-COMMERCIAL PHYSICAL & BIOLOGICAL RESEARCH SERVICES-COMPUTER INTEGRATED SYSTEMS DESIGN SERVICES-COMPUTER PROCESSING & DATA PREPARATION SERVICES-COMPUTER PROGRAMMING SERVICES SERVICES-COMPUTER PROGRAMMING, DATA PROCESSING, ETC. SERVICES-CONSUMER CREDIT REPORTING, COLLECTION AGENCIES SERVICES-DETECTIVE, GUARD & ARMORED CAR SERVICES SERVICES-EDUCATIONAL SERVICES SERVICES-EMPLOYMENT AGENCIES SERVICES-ENGINEERING SERVICES SERVICES-ENGINEERING, ACCOUNTING, RESEARCH, MANAGEMENT SERVICES-EQUIPMENT RENTAL & LEASING, NEC SERVICES-HEALTH SERVICES SERVICES-HELP SUPPLY SERVICES SERVICES-HOME HEALTH CARE SERVICES SERVICES-HOSPITALS SERVICES-MAILING, REPRODUCTION, COMMERCIAL ART & PHOTOGRAPHY SERVICES-MANAGEMENT CONSULTING SERVICES SERVICES-MANAGEMENT SERVICES SERVICES-MEDICAL LABORATORIES SERVICES-MEMBERSHIP SPORTS & RECREATION CLUBS SERVICES-MISC HEALTH & ALLIED SERVICES, NEC

Source: Shonfeld and Associates, Inc. - Advertising Ratios Budgets, 2021

Ad to Sales Ratios

SIC 2019 Revenue 2020 Revenue code ($Millions) ($Millions)

2019 vs . 2020 Annual Revenue Growth Rate %

5990 5661 5331 5621 3350 3021 4950 2013 6035 6036 3812 6200 6211 3674 7310 7311 7819 7900 7510 7389 8731 7373 7374 7371 7370 7320 7381 8200 7361 8711 8700 7359 8000 7363 8082 8060 7330 8742 8741 8071 7997 8090

100275.605 15576.879 662893.777 16953.050

1514.100 40766.282

504.664 223.622 9576.438 1479.051 5914.959 47620.243 69697.844 150812.257 5576.100 4578.315 55.364 17305.707 24609.423 193642.473 14113.048 14056.051 29864.221 5564.803 280985.034 12862.700 5140.949 18476.425 162.125 1130.513 461.697 9516.463

1.546 44597.768

4423.832 11795.886

382.415 3732.663 3601.948

875.689 1717.796 1335.928

130401.277 13466.389 722698.218 14860.629

1172.700 39401.231

435.963 238.729 11009.007 1508.352 6430.094 71828.009 92345.610 169602.143 5685.194 4011.831 66.357 7260.384 15972.880 200539.401 15364.414 13250.529 34245.533 6305.368 328043.039 14286.100 5339.239 18219.807 138.477 967.017 448.984 8143.004

3.453 39297.628

4165.379 9257.637

289.467 3716.745 3546.518 1167.479 1019.233 729.955

30.04 -13.55 9.02 -12.34 -22.55 -3.35 -13.61 6.76 14.96 1.98 8.71 50.84 32.49 12.46 1.96 -12.37 19.86 -58.05 -35.09 3.56 8.87 -5.73 14.67 13.31 16.75 11.07 3.86 -1.39 -14.59 -14.46 -2.75 -14.43 123.32 -11.88 -5.84 -21.52 -24.31 -0.43 -1.54 33.32 -40.67 -45.36

2019 vs . 2020

2020

2019 Advertising 2020 Advertising Annual Advertising Ad Dollars

Spend ($Millions) Spend ($Millions) Growth Rate % as % of Sales

3856.872

4824.663

25.09

3.70

355.200

351.203

-1.13

2.61

5698.200

5077.055

-10.90

0.70

591.507

512.990

-13.27

3.45

0.400

0.200

-50.00

0.02

3820.148

3716.519

-2.71

9.43

0.457

0.914

99.88

0.21

4.272

12.051

182.08

5.05

326.839

317.545

-2.84

2.88

18.209

16.356

-10.18

1.08

175.174

159.271

-9.08

2.48

271.448

238.573

-12.11

0.33

1399.417

1163.132

-16.88

1.26

1144.505

1173.399

2.52

0.69

547.371

548.074

0.13

9.64

367.824

195.297

-46.90

4.87

2.474

1.384

-44.07

2.09

606.410

245.824

-59.46

3.39

455.820

185.850

-59.23

1.16

11647.563

15642.743

34.30

7.80

107.088

137.258

28.17

0.89

559.991

646.768

15.50

4.88

2946.166

3408.451

15.69

9.95

241.844

252.976

4.60

4.01

11710.959

11496.148

-1.83

3.50

169.400

177.900

5.02

1.25

160.378

264.016

64.62

4.94

1539.801

1694.997

10.08

9.30

3.530

2.559

-27.51

1.85

2.346

1.068

-54.48

0.11

1.300

0.700

-46.15

0.16

113.844

111.294

-2.24

1.37

0.268

0.014

-94.64

0.42

131.185

106.597

-18.74

0.27

60.145

67.700

12.56

1.63

6.153

4.636

-24.66

0.05

1.800

0.700

-61.11

0.24

30.960

22.687

-26.72

0.61

102.600

99.508

-3.01

2.81

13.518

17.303

28.00

1.48

19.201

27.991

45.78

2.75

166.285

22.484

-86.48

3.08

How to read: Accident Health Insurance: $184,000,000 Agricultural Services: $996,000

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