The commercials production industry seems to have had a rough summer, at least according to the Creativity Production Index-the average number of spots produced each month by a sample of agency offices. After posting a year-to-year loss in May, the index fell below the 10-point mark in June and July for the first time since December 2002. Posting a 9.4 and 9.7 in June and July, respectively, the CPI ends a winning streak, in which it showed year-to-year gains in ll of 12 months, with three straight months of year-to-year losses.
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.