In 2013, approximately 43% of the advertising budget was directed to television, radio, digital, and print media (including inserts, direct mail and newspaper advertising), and outdoor advertising accounted for the balance. In 2014, the company will begin focusing on national cable television, and social media is becoming an increasingly important part of the digital marketing efforts.

20162015201420132012
Net advertising spending (MM)$42.9$42.1$41.6$37.6$37.4
Net advertising spending growth1.9%1.2%10.6%0.5%11.6%
Net advertising spending % of total revenues4.3%4.3%4.4%4.2%4.4%