Production Index

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The Creativity Production Index, the average number of spots produced by a sample of agency offices, got off to a tepid start for the year, falling to 9.3 in January, down from 11 in December. The monthly measure was also off from a year ago, when the CPI was 11.7. In better news, L.A. commercials production got a big lift in 2004, according to year-end figures released by the Entertainment Industry Development Corporation. The EIDC recorded 6,703 location shooting days for spots last year, compared to 5,701 in 2003-an increase of 17.6 percent. The gain represents the fourth straight, and largest, annual increase in L.A. commercial shooting days since 2000-the year of the SAG strike-when production days tumbled by 25 percent. In fact, 2004 was the best year for L.A. production since the EIDC started keeping track in 1993-surpassing both 1997 and 1999, which logged 6,654 and 6,549 shooting days, respectively.

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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