I've found this chart at Brand Autopsy blog.
The chart shows the disproportion between the media spend and achieved market share amongst Top 10 restaurant chains. Starbucks has definitely exceptional position: the lowest media spend and 6th position on the chart. As John Moore points out, it is a good example that investing in better products and consumer expriences works better than millions spend on mass advertising. It is very enlightening chart, it shows where you should shift your focus and it proves user experience is not just another buzz word. It works. Sturbucks has proven it.
Mass media dollars power is decreasing. You have to be clever and have your eyes and ears wide open in order to understand the markets and get the most for your $$$. SOURCE: Ad Age (Jan. 1, 2007)