Production index

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The Creativity Production Index, the average number of spots created by a sample of agency offices, slumped again in October, marking the second straight month of declines. The index fell to 9.0, compared to 10.4 in September and 11.6 in August. Los Angeles' commercials shooting days likewise declined in September and October, according to numbers released by Entertainment Industry Development Corporation. While both months registered fewer shooting days than August, each posted gains compared to a year ago. The EIDC recorded 567 shooting days for spots in September and 503 in October-figures that repesent a 56 percent and a 10 percent increase, respectively, compared to last year's tallies. Through October, the EIDC has recorded 5,641 commercials shooting days in 2004-a 21 percent increase over the same period last year.

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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