Production Index

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The Creativity Production Index-the average number of spots produced by a sample of agency offices-bounced back in March following a rare year-to-year dip in February. With March's gain, the CPI has now recorded advances in ten of the last 12 months. Los Angeles' commercials production days, on the other hand, dipped slightly in March, according to numbers released by the Entertainment Industry Development Corporation (EIDC). The EIDC recorded 644 location shooting days for commercials in March, down 8.8 percent from a year before. L.A.'s first quarter production tally still handily outpaces 2003 by 15 percent, however, buoyed by 10 and 53 percent year-to-year gains in January and February, 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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