Marketing efforts include the use of local television, radio, print, targeted mail, flyers, digital display ads, email marketing, text messages and social media.

20162015201420132012
Total advertising spending (MM)$186.6$176.1$167.2$154.0$144.1
Total advertising spending growth6.0%5.3%8.6%6.8%10.7%
Franchisee advertising contribution (MM)$115.7$108.9$103.7$94.8$89.5
Franchisee advertising contribution growth6.3%5.0%9.4%5.9%10.3%
Net advertising spending (MM)$70.9$67.2$63.5$59.2$54.6
Net advertising spending growth5.6%5.8%7.3%8.4%11.3%
Net advertising spending % of total revenues4.1%4.1%4.0%4.1%4.1%

Notes:Franchisee contribution estimated by eMarketer based on assumption that all franchisees contribute 4.5% of gross sales to advertising funds