Marketing efforts include regional and local television campaigns, national cable television, radio print media, internet advertising and social media.

20172016201520142013
Total advertising spending (MM)$203.2$205.9$197.8$183.9$177.6
Total advertising spending growth-1.3%4.1%7.5%3.6%4.4%
Franchisee advertising contribution (MM)$145.0$144.2$138.2$123.3$114.7
Franchisee advertising contribution growth0.5%4.4%12.1%7.5%7.0%
Net advertising spending (MM)$58.2$61.7$59.6$60.7$62.9
Net advertising spending growth-5.6%3.5%-1.8%-3.5%-0.0%
Net advertising spending % of total revenues3.7%3.9%3.9%4.1%4.2%

Notes:Franchisee contribution estimated by eMarketer based on company-reported marketing fees of 5% and 1% of gross sales for Jack in the Box and Qdoba respectively