Production index

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June and July held commercials production close to May's levels after a spike in March and April, rising slightly to average levels for the year. The Creativity Production Index-the average number of spots produced by a sample of agency offices-started a slow ascent to 10.7 in June and 11.4 in July, after sinking to 9.7 in May. In the first seven months of the year, the CPI is just slightly lower than last year's at this point, down to 12.1 from 13.7.

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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