2012 U.S. Advertising Agencies Industry-Capital & Expenses Report

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U.S. Advertising Agencies
Industry (NAICS 54181)


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  2012 Capital & Expenses Series
                     C. Barnes & Co.
                    Advertising Agencies Industry
                           (NAICS 54181)


                                      TABLE OF CONTENTS
          Users' Guide
          Industry Definition and Related Industries
          Industry Establishments, Sales & Employment Trends
          Industry Ratios
          2011 Establishments, Firms & Payroll
          2011 Industry Cost of Materials
          2011 Industry Rentals
          2011 Industry Capital Expenditures
          2011 Industry Other Expenses
          2012 U.S. States - Estimated Cost of Materials
          2012 U.S. States - Estimated Capital Expenditures
          2012 U.S. States - Estimated Other Expenses
          2013 U.S. States - Estimated Cost of Materials
          2013 U.S. States - Estimated Capital Expenditures
          2013 U.S. States - Estimated Other Expenses
          2012 U.S. Metropolitan Areas - Estimated Cost of Materials
          2012 U.S. Metropolitan Areas - Estimated Capital Expenditures
          2012 U.S. Metropolitan Areas - Estimated Other Expenses
          2013 U.S. Metropolitan Areas - Estimated Cost of Materials
          2013 U.S. Metropolitan Areas - Estimated Capital Expenditures
          2013 U.S. Metropolitan Areas - Estimated Other Expenses
          Definitions and Terms




2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses   1
                           Advertising Agencies Industry
                                  (NAICS 54181)

                                                     USERS' GUIDE
The Barnes Reports are the leading publications on U.S. industries and estimates and forecasts
on sales and employment demographics. As a way of making the most of this information, we have
included a few suggestions and tips to aid you in processing and using this information.

Managers, planners, and market researchers use this information for a variety of activities:
     Sizing markets and segments – You can estimate the size of the regional markets you sell in
              and your company’s market penetration into that market. You can do the same with the market
              segments in which you participate.
     Sales territory potential – You can estimate your market penetration and also the market potential
              in any regional area or market segment.
     Sales forecasting – With the estimates on the size of the industry, market researchers supporting
              a sales force can then estimate and forecast the future size of the industry.
     Advertising strategies – You can use this information for forecasting and estimating sales potential
              and target advertising campaigns.
     Competitive analysis – You will use the information to locate your possible competitors (if it is
              not already known), to estimate their size, growth and strengths and weaknesses and to see what
              market segments in which they participate.

We recognize that many managers today are asked to provide detailed analysis of their markets,
sales territories, distribution channels, and product placements. We have organized these reports in a
logical format making your market analysis and research tasks easy to accomplish.




Copyright © 2012 By C. Barnes & Co.
Printed in USA

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     2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses                             2
                       Advertising Agencies Industry
                              (NAICS 54181)

Industry Definition and Related Industries

NAICS 54181: Advertising Agencies . This industry comprises
establishments primarily engaged in designing and implementing public
relations campaigns. These campaigns are designed to promote the
interests and image of their clients. Establishments providing lobbying,
political consulting, or public relations consulting are included in this industry.

Related Industries
          Direct Mail Printing
          Commercial Printing
          Public Relations Agencies
          Mailing Houses

U.S. Census Categories
NAICS 54182 – Advertising Agencies is 100% comparable to
SIC 7311 – Advertising Agencies

Sub-Industries
Advertising agencies
Advertising consultant




   2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses     3
                                Advertising Agencies Industry
                                       (NAICS 54181)

Industry Establishments, Sales & Employment Trends

                                                         Year                                 Percent Chg. Year-to-Year
                                 2009        2010        2011        2012        2013        09-10 10-11 11-12 12-13
Establishments                     13,926       14,045      13,565      13,712      14,045        0.9%       -3.4%        1.1%        2.4%
Sales ($Millions)                  81,448       85,515      84,809      88,898      94,103        5.0%       -0.8%        4.8%        5.9%
Employment                        176,362     177,944     171,831     173,746      177,942        0.9%       -3.4%        1.1%        2.4%




Industry Ratios

                                     Year                    Percent Chg. Year-to-Year
(Industry Averages) 2009 2010 2011 2012 2013 09-10 10-11 11-12 12-13
Sales ($M)/Estab.       5.85    6.09    6.25    6.48    6.70  4.1%    2.7%   3.7%   3.3%
Sales ($)/Emp.       461,824 480,573 493,561 511,653 528,842  4.1%    2.7%   3.7%   3.4%
Emps. per Estab.        12.7    12.7    12.7    12.7    12.7  0.0%    0.0%   0.0%   0.0%




2011 Establishments, Firms & Payroll

                                               Employee Size of Firm or Establishment
                 2011                         1-4         5-9        10-19       20-99 100-499 500+                         Total
                                             Emps.       Emps.       Emps.       Emps. Emps. Emps.
Firms                                            8,103       2,025       1,235         978         148          81          12,569
Establishments                                   8,561       2,100       1,303       1,136         221          29          13,565
Payroll ($Millions)                                810         796       1,126       2,987       1,891       5,896          13,506
HR Benefits ($M)                                 150.4       147.9       209.1       554.9       351.2     1,095.2          2,508.6
Health Insurance ($M)                             66.4        65.2        92.2       244.8       154.9       483.2          1,106.7
Pension Plans ($M)                                21.3        21.0        29.6        78.6        49.8       155.2           355.4
Contribution Plans ($M)                           11.0        10.8        15.2        40.4        25.6         79.8          182.7
Other HR Benefits ($M)                            92.9        91.4       129.2       342.8       217.0       676.6          1,549.8



* Firms (total company) are represented by employee size of firm.
 Establishments (individual locations) are represented by employee size of establishments.
 "Total establishments" do not include "unknown employees" so will not match "total establishments" in other parts of the report.




      2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses                                                         4
                       Advertising Agencies Industry
                              (NAICS 54181)


2011 Industry Cost of Materials

                                      Employee Size of Establishment
           2011                  1-4        5-9      10-19     20-99 100-499 500+           Total
                                Emps.      Emps.     Emps.     Emps. Emps. Emps.
Cost of Materials ($M)             450.5     221.0     320.0     781.2   665.7      334.2   2,772.7
Materials Used ($M)                201.0      98.6     142.8     348.6   297.0      149.1   1,237.2
Commission Expense ($M)             39.4      19.3      28.0      68.3    58.2       29.2   242.4
Contract Work ($M)                 166.5      81.7     118.3     288.8   246.1      123.5   1,024.9
Cost of Fuels ($M)                  29.0      14.3      20.6      50.4    42.9       21.6   178.8
Electricity ($M)                    14.5       7.1      10.3      25.2    21.5       10.8    89.4




2011 Industry Rentals

                                      Employee Size of Establishment
           2011                  1-4        5-9      10-19     20-99 100-499 500+           Total
                                Emps.      Emps.     Emps.     Emps. Emps. Emps.
Total Rentals ($M)                 510.7     250.6     362.8     885.6   754.7      378.9   3,143.3
Building Rentals ($M)              488.9     239.9     347.3     847.8   722.5      362.7   3,009.2
Machinery Rentals ($M)              21.8      10.7      15.5      37.8    32.2       16.2   134.1




   2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses                     5
                        Advertising Agencies Industry
                               (NAICS 54181)

2011 Industry Capital Expenditures

                                        Employee Size of Establishment
            2011                  1-4         5-9      10-19      20-99 100-499 500+             Total
                                 Emps.       Emps.     Emps.      Emps. Emps. Emps.
Capital Expenditure ($M)             18.2        8.9      13.0       31.6      26.9      13.5    112.2
Buildings/Structures ($M)              8.3       4.0        5.9      14.3      12.2        6.1    50.8
Machinery/Equip. ($M)                10.0        4.9        7.1      17.3      14.8        7.4    61.5
Autos/Trucks ($M)                      0.2       0.1        0.1        0.3       0.2       0.1     1.0
Computer Equip ($M)                    0.9       0.4        0.6        1.5       1.3       0.7     5.4
Other Machinery ($M)                   8.9       4.4        6.4      15.5      13.2        6.6    55.0
Total Depreciation ($M)             140.8       69.1     100.0      244.1     208.0     104.5    866.5




2011 Industry Other Expenses

                                        Employee Size of Establishment
            2011                  1-4         5-9      10-19      20-99 100-499 500+             Total
                                 Emps.       Emps.     Emps.      Emps. Emps. Emps.
Other Expenses ($M)                1,576.7     773.5    1,120.1    2,734.1   2,329.9   1,169.8   9,704.2
Expensed Equip. ($M)                 49.2       24.1      34.9       85.2      72.6      36.5    302.5
Software ($M)                        43.6       21.4      31.0       75.6      64.4      32.3    268.2
Repair/Maintenance ($M)              39.6       19.4      28.1       68.6      58.5      29.4    243.6
Advertising Expenses ($M)            90.4       44.4      64.3      156.8     133.7      67.1    556.7
Taxes & Licenses ($M)                44.9       22.0      31.9       77.9      66.4      33.3    276.5
All Other Expenses ($M)            1,309.0     642.2     930.0     2,269.9   1,934.4    971.2    8,056.6




    2012 Barnes Reports: U.S. Advertising Agencies Industry-Capital and Expenses                         6
                            Advertising Agencies Industry
                                   (NAICS 54181)

                U.S. States – Estimated Cost of Materials ($Millions)
                                     Year: 2012
    Area Name          Materials Used   Commission    Contract Work   Cost of Fuels   Electricity     Total Cost of
                                         Expense                                                       Materials
U.S. Total                    1,359.9         266.4         1,126.5           196.5            98.3           3,047.6
Alabama                          10.3           2.0             8.5             1.5             0.7              23.0
Alaska                            1.5           0.3             1.3             0.2             0.1               3.4
Arizona                          18.7           3.7            15.5             2.7             1.4              41.9
Arkansas                          9.1           1.8             7.6             1.3             0.7              20.5
California                      190.4          37.3           157.7            27.5            13.8             426.7
Colorado                         31.9           6.3            26.5             4.6             2.3              71.6
Connecticut                      18.8           3.7            15.6             2.7             1.4              42.2
Delaware                          2.2           0.4             1.8             0.3             0.2               4.9

District of Columbia             4.1            0.8             3.4             0.6             0.3              9.2
Florida                         73.2           14.3            60.6            10.6             5.3            164.0
Georgia                         33.1            6.5            27.5             4.8             2.4             74.3
Hawaii                           3.1            0.6             2.5             0.4             0.2              6.9
Idaho                           15.2            3.0            12.6             2.2             1.1             34.2
Illinois                        83.5           16.4            69.2            12.1             6.0            187.2
Indiana                         16.2            3.2            13.4             2.3             1.2             36.2
Iowa                             7.8            1.5             6.4             1.1             0.6             17.4
Kansas                          11.7            2.3             9.7             1.7             0.8             26.3
Kentucky                        12.0            2.3             9.9             1.7             0.9             26.8
Louisiana                        8.0            1.6             6.6             1.2             0.6             18.0
Maine                            3.4            0.7             2.8             0.5             0.2              7.6
Maryland                        21.0            4.1            17.4             3.0        
				
DOCUMENT INFO
Description: The 2012 U.S. Advertising Agencies Industry-Capital & Expenses Report, published annually by Barnes Reports, contains timely and accurage industry statistics, forecasts and demographics. The report features 2012 current and 2013 forecast estimates on the cost of materials, capital expenditures, inventories, rentals, and other expenses nationally and for all 50 U.S. States and up to 900 metro areas. Expenses categories include materials used, payroll, human resources benefits, health insurance, retirement/pension plans, advertising, taxes, depreciation, electricity, fuels, equipment, repair/maintenance, and software. Capital expenditures include building, machinery, vehicles, and computer equipment. The report also includes industry definition, a breakdown by establishments size and industry size estimates (establishments, sales and employment).
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