If you need to figure out how much a company spends on television advertising and you can't find that information in an article, you can estimate the spending by using this report. First you will need the total amount the company spends on advertising. If you can't find that you can use an industry average. Then you will find a company in your industry that appears on the list of the top 100 advertisers. If you can't find one in the exact same industry, use one that behaves the same way in the marketplace, for instance is also a company that markets a non-durable consumer good. Then divide the amount your chosen company spends in each channel by the company's total ad budget. This will create percentages that you can then apply to the advertising budget of your company.
Your company spends $100,000 in advertising.
Big 100 company spends $5,000,000. They spend $2,000,000 of that total on television advertising.
$2M /$5M = .40 or 40%
$100,000 * .40 = $40,000
You can estimate that your company spends $40,000 a year on television advertising. If you use this method, document where you got your original numbers and show how you created your estimate!
