How does IKEA spend the other 40%?

Advertisement for IKEA, Granville SkyTrain station, Vancouver, BC

Advertisement for IKEA, Granville SkyTrain station, Vancouver, BC (Detail)

Advertisement for IKEA, Granville SkyTrain station, Vancouver, BC

Advertisement for IKEA, Granville SkyTrain station, Vancouver, BC

Advertisement for IKEA, Granville SkyTrain station, Vancouver, BC

Many years ago I remember reading that 60% of IKEA's promotional budget went to the cost of producing and distributing the annual catalogue.

Some of the remaining budget goes to to television commercials such as the great Book Book spot from IKEA Singapore.

These transit advertisements are unusual as they are expensive, large format advertisements for low-cost housewares. Following the classic "features and benefits" format, that are eye-catching and cleverly art directed.