Production Index

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The Creativity Production Index (CPI) - the average number of spots produced by a sample of agency offices - surged to 14.7 in October, marking a third straight monthly gain and the CPI's highest level since April. Year to year, October's number was dramatically higher than last year's, and the average CPI for 2002 (12), has now surpassed that for the first 10 months of 2001 (11.7). An upswing is also apparent in numbers from the Los Angeles Film Office, which has reported a year-to-year increase in commercials shooting days there for seven straight months, with the 2002 total poised to outstrip 2001's.

About the Index The Creativity Production Index (CPI) is an informal measure for tracking the flow of broadcast commercials production. Each month, we ask a number of agency offices how many spots they have put into production. The CPI is an average of the numbers provided by sample agencies that range in annual billings from $400 million to $2.9 billion. Our sample includes: Leo Burnett/Chicago, McCann-Erickson/New York, FCB/San Francisco, GSD&M/Austin, Deutsch/New York, Wieden & Kennedy/Portland, Fallon/Minneapolis, WestWayne/Atlanta and The Martin Agency/Richmond.

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