production index

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The Creativity Production Index got off to a very encouraging start in 2004. The CPI-the average number of commercials produced by a sample of agency offices-rocketed to 18.3 in January, its highest level since the survey began in August 2000. Commercials production continues to show encouraging signs of life in Los Angeles as well. The Entertainment Industry Development Corporation (EIDC) recorded 540 location shooting days for commercials there in January, a 4.9 percent gain compared to January 2003. January marks the fourth straight month that the EIDC's commercials tally has posted a year-to-year gain-momentum that led last year's production total to surpass 2002's by a modest 1.5 percent.

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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