Electronic Retailer - February 2012 - (Page 22)

LOCKARD & WECHSLER’S CLEARANCE & PRICE INDEX BY EDDIE WILDERS The Price and Clearance Indices are based on a 52-week moving average, dating back to the first week of January 2011. The Index is calculated by dividing current week clearance percentage or CPM over the most recent 52-week average clearance or CPM. Trends are now compared to those of 2010. CLEARANCE INDEX The very soft marketplace that advertisers were enjoying through the beginning of the quarter lasted right into the final week of the year. The higher percentages during December brought each length above 2010 levels. The 30-second clearance increased from 28 percent to 31 percent, while 60-second clearance rose from 25 percent to 28 percent and 120-second clearance jumped from 15 percent to 21 percent in 2011. Early indications of the 2012 marketplace show that this softness of the inventory should be around through at least the end of the first quarter. The end of the holiday season brought us into presidential primary season with Iowa and New Hampshire kicking off the festivities. Local broadcasters will be in full political blackout windows, and inventory will be extremely difficult to secure. The soft marketplace continues to afford direct response inventory on both syndication and network. Programming such as The Price is Right and the Today show are prime locations for DR advertisers, and 2012 should continue to afford these opportunities, if the price is right. 3.00 3 0 -s econd Clearance 2.50 2.00 1.50 1.00 0.50 0.00 Week 1 Week 4 Week 7 Week 10 Week 13 Week 16 Week 19 Week 22 Week 25 Week 28 Week 31 Week 34 Week 37 Week 40 Week 43 Week 46 Week 49 Week 52 Week 52 2010 2011 2.50 6 0 -s econd Clearance 2.00 1.50 1.00 0.50 0.00 Week 1 Week 4 Week 7 Week 10 Week 13 Week 16 Week 19 Week 22 Week 25 Week 28 Week 31 Week 34 Week 37 Week 40 Week 43 Week 46 Week 49 2010 2011 22 electronicRETAILER | February 2012 http://www.electronicretailermag.com

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Rick Petry - MINI Me

Electronic Retailer - February 2012