production index

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The Creativity Production Index-the average number of spots produced by a sample of agency offices-slipped two points in May to 14.6, slightly lower than the 14.7 registered in May 2003. The CPI has now posted year-to-year declines in two of the last 13 months. L.A.'s commercials production days likewise sagged in May, dropping 19 percent from April, before bouncing back in June. The EIDC recorded 472 shooting days last month, up 5 percent from May and up a whopping 67 percent from June 2003. The EIDC's montly tally has posted year-to-year gains in eight of the last nine months, and the year-to-date total is running ahead of last year's pace by 24 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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