Production Index

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The Creativity Production Index-the average number of spots produced by a sample of agency offices-slumped slightly in April, but still registered its third best month of the last 12. The CPI came in at 14.2 for the month, down from May and down somewhat from last April's mark of 15.8. Meanwhile, in Los Angeles, location shooting for commercials is off slightly compared to a year ago, according to first quarter numbers released by the Entertainment Industry Development Corporation. The EIDC recorded 2,079 shooting days in the first three months of 2004, compared to 2,044 in the same period this year, a drop of 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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