Production index

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According to the Creativity Production Index-the average number of spots produced each month by a sample of agency offices-commercials production dipped in November before rebounding in December, but still managed to outpace 2002. In 2003, the CPI registered year-to-year gains in every month but April, and the index ended the year with a 12-month average of 14, a 20 percent improvement over 2002's average of 11.6. Commercials production days in Los Angeles, on the other hand, rose only slightly in 2003, according to numbers released by the Entertainment Industry Development Corporation (EIDC). Although L.A.'s production totals dipped sharply in the first half of the year and lagged behind the 2002 pace for 11 months, the EIDC tallied 620 location shooting days for commercials in December-a 34 percent jump over a year before-which drove the 2003 total past 2002's count by 1.5 percent. For the year, the EIDC recorded 5,701 shooting days in 2003, compared with 5,615 in 2002.

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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