Advertising
Marketing efforts include the use of local television, radio, print, targeted mail, flyers, digital display ads, email marketing, text messages and social media.
| 2017 | 2016 | 2015 | 2014 | 2013 | |
|---|---|---|---|---|---|
| Total advertising spending (MM) | $209.3 | $186.6 | $176.1 | $167.2 | $154.0 |
| Total advertising spending growth | 12.1% | 6.0% | 5.3% | 8.6% | 6.8% |
| Franchisee advertising contribution (MM) | $137.0 | $115.7 | $108.9 | $103.7 | $94.8 |
| Franchisee advertising contribution growth | 18.4% | 6.3% | 5.0% | 9.4% | 5.9% |
| Net advertising spending (MM) | $72.3 | $70.9 | $67.2 | $63.5 | $59.2 |
| Net advertising spending growth | 2.0% | 5.6% | 5.8% | 7.3% | 8.4% |
| Net advertising spending % of total revenues | 4.1% | 4.1% | 4.1% | 4.0% | 4.1% |
Notes:Franchisee contribution estimated by eMarketer based on assumption that all franchisees contribute 4.5% of gross sales to advertising funds