When you're developing your advertising plan, one of the first steps is determining the appropriate advertising budget for your business. A useful starting point is looking at advertising-to-sales ratios to find the national average advertising expenditure for your business category.
Over the past 30+ years, many companies have been united in their use of one such tool - Illinois-based Schonfeld & Associates' annual study, Advertising Ratios & Budgets. The June 2011 edition, with key industry data published here for your use, covers hundreds of industry sectors. In addition to advertising-to-sales ratios, the study forecasts ad spending in 2012 and sales growth for each industry.
The first column lists the type of business. The second column is the Standard Industrial Classification (SIC). The third column is the average percent businesses in that industry spend on all advertising based on their total gross sales. The fourth column compares the estimated amount spent on advertising in 2010 to the forecasted amount for 2012 and the last column shows forecast sales growth for the industry.
| Industry Name |
SIC Code |
Ad/Sales % 2011 |
Ad Growth % |
Sales Growth % |
| Operative Builders |
1531 |
0.6 |
-47.9 |
-29.6 |
| Construction - Special Trade |
1700 |
0.3 |
19.3 |
-18.1 |
| Electrical Work |
1731 |
0.3 |
5.6 |
-10.4 |
| Food And Kindred Products |
2000 |
11.3 |
3.7 |
4.2 |
| Meat Packing Plants |
2011 |
1.5 |
2.3 |
2.4 |
| Bakery Products |
2050 |
0.1 |
-19.2 |
3.7 |
| Beverages |
2080 |
5.1 |
6.8 |
8.7 |
| Malt Beverages |
2082 |
3.8 |
2.7 |
13 |
| Wine,brandy & Brandy Spirits |
2084 |
11.8 |
-9.6 |
-2.4 |
| Distilled And Blended Liquor |
2085 |
14 |
-7 |
-4.9 |
| Misc Food Preps, Kindred Products |
2090 |
3.5 |
11.5 |
10.5 |
| Carpets And Rugs (Product) |
2273 |
0.7 |
-17.7 |
-14.6 |
| Apparel & Other Finished Products |
2300 |
5.3 |
5.6 |
5.7 |
| Clothing -- Mens, Boys Furnishing, Work Clothing |
2320 |
3.5 |
-2.9 |
-0.8 |
| Clothing -- Womens, Misses, Jrs Outerwear |
2330 |
8.4 |
4.2 |
1.8 |
| Clothing -- Womens, Misses, Child, Infant Undergarments |
2340 |
5.1 |
4.6 |
3.6 |
| Lumber And Wood Products, Excl. Furniture |
2400 |
0.5 |
-16 |
3.8 |
| Household Furniture |
2510 |
6.2 |
-10 |
-11.7 |
| Wood Hshld Furn, Excl. Upholstered |
2511 |
2.9 |
0.7 |
-7.4 |
| Office Furniture |
2520 |
0.3 |
-33.8 |
-69 |
| Public Bldg & Rel Furniture |
2531 |
0.6 |
-22.6 |
-6.3 |
| Misc Furniture And Fixtures |
2590 |
0.2 |
-47.7 |
-1.3 |
| Newspaper: Pubishing, Pubg & Print |
2711 |
1.1 |
10.5 |
-8.5 |
| Periodical: Publishing, Pubg & Print |
2721 |
3.1 |
-12.9 |
-4 |
| Books: Pubg, Pubg & Printing |
2731 |
12.4 |
-8.8 |
5.2 |
| Miscellaneous Publishing |
2741 |
2.3 |
8.3 |
2.2 |
| Medicinal Chemicals, Botanical Products |
2833 |
3 |
2.6 |
6.6 |
| Pharmaceutical Preparations |
2834 |
4.3 |
7.6 |
8.3 |
| In Vitro,in Vivo Diagnostics |
2835 |
0.6 |
-10.4 |
8.7 |
| Perfume, Cosmetics, Toiletries Preparations |
2844 |
19.8 |
1.7 |
1.3 |
| Paints, Varnishes, Lacquers |
2851 |
2.8 |
-0.3 |
-6.1 |
| Misc Plastics Products |
3080 |
0.3 |
-9.8 |
-11.7 |
| Leather And Leather Products |
3100 |
2.1 |
4.4 |
8 |
| Footwear, Except Rubber |
3140 |
4.3 |
4.3 |
5.1 |
| Metal Doors, Frames, Mold, Trim |
3442 |
1.2 |
-4.2 |
0.7 |
| Ordnance And Accessories |
3480 |
1.9 |
3.2 |
3.9 |
| Lawn, Garden Tractors, Equip. |
3524 |
0 |
-100 |
-28.5 |
| Construction Machinery & Equip. |
3531 |
0.2 |
-6.5 |
-6.5 |
| Computer & Office Equipment |
3570 |
0.4 |
-5.5 |
4 |
| Household Appliances |
3630 |
1.9 |
7.4 |
1.7 |
| Household Audio & Video Equip. |
3651 |
7.1 |
-7.5 |
-8.9 |
| Ship & Boat Bldg & Repairing |
3730 |
0 |
-100 |
5.1 |
| Motorcycles, Bicycles & Parts |
3751 |
1.6 |
-11.8 |
-8.8 |
| Misc Transportation Equip. |
3790 |
2.8 |
4.6 |
3.8 |
| Optical Instruments & Lenses |
3827 |
0.1 |
-23.4 |
-16.6 |
| Ophthalmic Goods |
3851 |
3.1 |
-5.8 |
4.2 |
| Photographic Equip. & Supply |
3861 |
1.1 |
-12.8 |
-4.5 |
| Watches, Clocks And Parts |
3873 |
7.1 |
2.6 |
7.1 |
| Jewelry,silverwr,plated Ware |
3910 |
1.1 |
3.3 |
1 |
| Musical Instruments |
3931 |
1.4 |
-29.7 |
-12.2 |
| Sporting & Athletic Gds, NEC |
3949 |
7.1 |
-3.2 |
-6.8 |
| Transit & Passenger Transportation |
4100 |
0.1 |
14.4 |
11.2 |
| Trucking, Courier Svc, Excl. Air |
4210 |
0.2 |
-2.5 |
-4.5 |
| Trucking, Except Local |
4213 |
0.2 |
-4 |
-5.9 |
| Water Transportation |
4400 |
3.7 |
-0.3 |
-0.9 |
| Air Transport, Scheduled |
4512 |
0.8 |
1.8 |
1.7 |
| Air Courier Services |
4513 |
0.8 |
-5.4 |
-6.3 |
| Airports & Terminal Services |
4581 |
1.1 |
2.7 |
-2.8 |
| Transportation Services |
4700 |
20.5 |
0.5 |
2.1 |
| Arrange Trans-freight, Cargo |
4731 |
0.1 |
2.7 |
0.4 |
| Radio Broadcasting Stations |
4832 |
2.7 |
-3.1 |
-0.6 |
| Television Broadcast Station |
4833 |
8.9 |
-18.6 |
-18.5 |
| Cable And Other Pay Tv Svcs |
4841 |
2 |
4.1 |
4.4 |
| Communications Services, NEC |
4899 |
4.8 |
8 |
8.3 |
| Electric Services |
4911 |
0.5 |
3.3 |
4.1 |
| Hazardous Waste Management |
4955 |
0.4 |
-0.8 |
8.1 |
| Building Matl, Hardware, Garden - Retail |
5200 |
1.2 |
-3.8 |
4.3 |
| Lumber & Other Bldg Matl - Retail |
5211 |
1.4 |
-3.6 |
-0.1 |
| Department Stores |
5311 |
4.4 |
-2.1 |
0.2 |
| Variety Stores |
5331 |
1.1 |
3.1 |
2.5 |
| Misc General Mdse Stores |
5399 |
3.6 |
23.5 |
3.4 |
| Food Stores |
5400 |
5.5 |
5 |
6.6 |
| Grocery Stores |
5411 |
0.8 |
2.9 |
2.5 |
| Convenience Stores |
5412 |
0.3 |
2.9 |
2.6 |
| Auto Dealers, Gas Stations |
5500 |
0.7 |
-7.1 |
-2.9 |
| Auto And Home Supply Stores |
5531 |
1.3 |
5.2 |
8.3 |
| Apparel And Accessory Stores |
5600 |
3.7 |
3.5 |
4.9 |
| Women's Clothing Stores |
5621 |
3.4 |
0.1 |
2.4 |
| Family Clothing Stores |
5651 |
1.7 |
0.8 |
3.9 |
| Shoe Stores |
5661 |
3.2 |
3.2 |
2.5 |
| Home Furniture & Equip. Store |
5700 |
3.4 |
-4.5 |
5.2 |
| Furniture Stores |
5712 |
7 |
-13.6 |
-9.3 |
| Consumer Electronics Stores |
5731 |
2.1 |
5.1 |
4.6 |
| Computer And Computer Software Stores |
5734 |
1.2 |
16.7 |
3.4 |
| Record, CD And Tape Stores |
5735 |
1 |
-8 |
-19.3 |
| Eating And Drinking Places |
5810 |
10.1 |
20.8 |
-4.2 |
| Eating Places |
5812 |
2.2 |
1.5 |
1.1 |
| Miscellaneous Retail |
5900 |
1.7 |
-2 |
-4.3 |
| Drug & Proprietary Stores |
5912 |
0.7 |
-0.6 |
6.2 |
| Misc Shopping Goods Stores |
5940 |
3.4 |
-1.5 |
-0.9 |
| Jewelry Stores |
5944 |
5.3 |
-2.4 |
-1.3 |
| Hobby, Toy, And Game Shops |
5945 |
3.3 |
-0.9 |
-0.1 |
| Catalog, Mail-order Houses |
5961 |
3.1 |
9.2 |
13.5 |
| Retail Stores, NEC |
5990 |
2.5 |
-2.3 |
3.7 |
| Commercial Banks |
6020 |
0.4 |
39.9 |
3.2 |
| Personal Credit Institutions |
6141 |
0.3 |
-8.5 |
2.2 |
| Misc Business Credit Instn |
6159 |
0.2 |
-5.4 |
-25.1 |
| Mortgage Bankers & Loan Corr |
6162 |
2 |
-23.3 |
-15.7 |
| Loan Brokers |
6163 |
6.5 |
-16.2 |
10.8 |
| Finance Lessors |
6172 |
0 |
-100 |
-8.6 |
| Security & Commodity Brokers |
6200 |
1.1 |
-1.9 |
18.6 |
| Security Brokers & Dealers |
6211 |
1.7 |
9.2 |
0.9 |
| Investment Advice |
6282 |
2 |
5 |
0.1 |
| Life Insurance |
6311 |
1 |
-25.4 |
18 |
| Accident & Health Insurance |
6321 |
1.2 |
4.7 |
5.4 |
| Hospital & Medical Svc Plans |
6324 |
0.4 |
3 |
4.1 |
| Fire, Marine, Casualty Ins |
6331 |
0 |
-27.3 |
12.5 |
| Insurance Agents, Brokers & Service |
6411 |
0.7 |
10.6 |
15.1 |
| Real Estate |
6500 |
1.2 |
-21.4 |
-1.2 |
| Operators - Nonresidential Bldgs |
6512 |
0.3 |
1.6 |
3.2 |
| Operators - Apartment Bldgs |
6513 |
0.1 |
-1 |
4.8 |
| Real Estate Agents & Mgrs |
6531 |
4.5 |
-7.8 |
-0.9 |
| Subdivide, Developers, Excl. Cemetery |
6552 |
0.4 |
10.9 |
18.3 |
| Real Estate Investment Trust |
6798 |
4 |
-1.9 |
-0.6 |
| Investors, NEC |
6799 |
0.4 |
-1.3 |
4.9 |
| Hotels, Other Lodging Places |
7000 |
1 |
1.7 |
1.5 |
| Hotels And Motels |
7011 |
1.8 |
-2.2 |
-4.5 |
| Personal Services |
7200 |
7.2 |
-3.1 |
-5.1 |
| Advertising |
7310 |
1.7 |
10.2 |
0.7 |
| Advertising Agencies |
7311 |
0 |
-100 |
3.7 |
| Credit Reporting Agencies |
7320 |
1.7 |
5.1 |
2 |
| Mailing, Reprographics, Comml Art Svcs |
7330 |
20.4 |
17.7 |
16.9 |
| Building Maintenance Services |
7340 |
3.8 |
5.3 |
1.5 |
| Misc Equip. Rental & Leasing |
7350 |
2.9 |
-5.8 |
-13.3 |
| Employment Agencies |
7361 |
3.8 |
-25.4 |
-8.4 |
| Help Supply Services |
7363 |
0.3 |
-24.1 |
-9.5 |
| Computer Programming, Data Process |
7370 |
4.2 |
5.4 |
2.1 |
| Computer Programming Service |
7371 |
0 |
4.6 |
10.2 |
| Prepackaged Software |
7372 |
3.6 |
6 |
3.2 |
| Computer Processing, Data Prep Svc |
7374 |
0.6 |
7.2 |
5.2 |
| Misc Business Services |
7380 |
0.8 |
12.1 |
17.7 |
| Detective, Guard, Armor Car Svcs |
7381 |
0 |
6.2 |
-0.2 |
| Photofinishing Laboratories |
7384 |
5 |
11.1 |
14.1 |
| Business Services, NEC |
7389 |
1.6 |
4.8 |
6.7 |
| Auto Repair, Services,parking |
7500 |
4.8 |
0.6 |
4.3 |
| Auto Rent & Lease, No Drivers |
7510 |
1.4 |
-15.2 |
-7.5 |
| Motion Pic, Videotape Prodtn |
7812 |
13.6 |
1.4 |
4.5 |
| Svc To Motion Picture Prodtn |
7819 |
7.1 |
4.7 |
-2.9 |
| Motion Pict, Videotape Distr |
7822 |
1.9 |
-0.6 |
9.3 |
| Motion Picture Theaters |
7830 |
0.7 |
-3 |
4.1 |
| Video Tape Rental |
7841 |
5.6 |
4.1 |
-6.1 |
| Amusement & Recreation Svcs |
7900 |
4 |
6.4 |
6.8 |
| Racing,incl Track Operations |
7948 |
2.3 |
-2.5 |
-4.1 |
| Amusement & Rec Service -- Misc |
7990 |
1.8 |
-2.8 |
1.3 |
| Amusement Parks |
7996 |
5.5 |
-14.9 |
-2 |
| Sport & Rec Clubs Memberships |
7997 |
3.1 |
4.2 |
3.6 |
| Health Services |
8000 |
4.5 |
-18.8 |
-1.2 |
| Offices Of Medical Doctors |
8011 |
0 |
-9.9 |
-14.1 |
| Skilled Nursing Care Facility |
8051 |
0.5 |
6.4 |
4.4 |
| Hospitals |
8060 |
0.3 |
2.1 |
8.1 |
| Gen Med & Surgical Hospitals |
8062 |
0.5 |
-22.4 |
5.1 |
| Medical Laboratories |
8071 |
0.1 |
5.7 |
3.3 |
| Home Health Care Services |
8082 |
0.8 |
5.7 |
8.8 |
| Misc Health & Allied Svc, NEC |
8090 |
0.1 |
5.4 |
5.7 |
| Spec Outpatient Facility, NEC |
8093 |
2.8 |
20.1 |
7.4 |
| Educational Services |
8200 |
9.8 |
10.8 |
15.8 |
| Social Services |
8300 |
1.4 |
-8.9 |
0.3 |
| Engineering, Accounting, Research , Mgmt, Rel Svcs |
8700 |
0.4 |
-23.1 |
0.6 |
| Engineering Services |
8711 |
0.3 |
8.9 |
0.8 |
| Testing Laboratories |
8734 |
0.7 |
13 |
8.5 |
| Management Services |
8741 |
0 |
-11.7 |
11.6 |
| Management Consulting Svcs |
8742 |
0.9 |
-3.2 |
-2.5 |