production index

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December was a slow month for agency production, as the CPI dipped just above its low of 9.4 in January to 9.8. While 2005 has its encouraging higs, it started and ended in just about the same place with a dip to 9.7 in May and a high of 14.7 in April. The Creativity Production Index-the average number of spots produced by a sample of agency offices-showed a slump from 2004's average 12.4 with a 12-month average of 11.7.

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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