20132012201120102009
Total advertising spending (MM)$231.0$208.6$194.7$179.7$172.2
Total advertising spending growth10.7%7.1%8.4%4.3%8.0%
Franchisee advertising contribution (MM)$208.7$187.4$175.7$167.3$159.6
Franchisee advertising contribution growth11.4%6.7%5.0%4.8%8.4%
Net advertising spending (MM)$22.3$21.2$19.0$12.4$12.7
Net advertising spending growth5.3%11.5%53.1%-2.2%3.7%
Net advertising spending % of total revenues0.8%0.7%0.7%0.5%0.6%

Notes:Advertising consists of radio, television, print and online advertising, event sponsorship and community programs, and loyalty cards;

The company reports in Canadian dollars, and eMarketer converts all figures to US dollars using the average daily noon buying rate for cable transfers in foreign currencies as certified for customs purposes by the Federal Reserve Bank of New York for 2014, which was 1.1043 CAD per USD