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

20162015201420132012
Total advertising spending (MM)$205.9$197.8$183.9$177.6$170.1
Total advertising spending growth4.1%7.5%3.6%4.4%5.0%
Franchisee advertising contribution (MM)$144.2$138.2$123.3$114.7$107.2
Franchisee advertising contribution growth4.4%12.1%7.5%7.0%20.6%
Net advertising spending (MM)$61.7$59.6$60.7$62.9$62.9
Net advertising spending growth3.5%-1.8%-3.5%-0.0%-14.0%
Net advertising spending % of total revenues3.9%3.9%4.1%4.2%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