I need to know how much the mattress industry spends every year on
advertising (across all medias). For as many years back as possible.

Hi, javahava96-ga. Thank you for your enquiry.

There does not seem to be an overall report on advertising expenditure
for the mattress industry available.

However, I was able to find information on advertising expenditure for
several mattress companies, which can give an indication of the amount
spent overall.

The SelectComfort corporation (http://www.selectcomfort.com/)
published this information in their annual report concerning
advertising:

"Advertising expenditures were $33.4 million, $43.4 million and $31.6
million in 2000, 1999 and 1998, respectively. Advertising costs are
expensed as incurred as a component of sales and marketing expenses,
although we believe that advertising expenditures provide significant
benefits beyond the period in which they are expensed. Future
advertising expenditures will depend on the effectiveness and
efficiency of the advertising in creating awareness of our products
and brand name, generating consumer inquiries and driving consumer
traffic to retail stores. Preopening costs associated with new retail
stores are also expensed as incurred."

According to their annual report, this expenditure resulted in a 47%
brand awareness level.

SelectComfort accounted for around 3.5% of US mattress sales in 2001.

In the UK, SilentNight (http://www.silentnight-holdings.co.uk/) spent
around £14.6 million (around $24 million) in 2001 on advertising (a
rise of 12.4% on 2000's advertising budget of £13.0 million, or around
$19 million). This included £700,000 ($1 million) on a national UK
television advertising campaign.

One further site that may be of use to you is
http://furniture-info.com/. They claim to sell a comprehensive report
on the US Mattress industry (however, nothing about advertising
expenditure in particular).  For more information, visit
http://www.furniture-info.com/194.htm.


You might also want to view these sites:

SilentNight Holding Plc.'s annual report:
http://www.silentnight-holdings.co.uk/investors/final.pdf

SelectComfort investor information:
http://www.selectcomfort.com/aboutus/investorRelations/index.cfm


These searches may be of some use:

'+mattress investor total national "advertising campaign" report':
://www.google.com/search?q=%2Bmattress+investor+total+national+%22advertising+campaign%22+report

'"mattress industry" advertising budget':
://www.google.com/search?q=%22mattress+industry%22+advertising+budget

'"US Mattress industry"':
://www.google.com/search?q=%22US+Mattress+industry%22


I hope this information is of use.

Regards,
wildeeo-ga