LOCKARD & WECHSLER CLEARANCE & PRICE INDEX
BY EDDIE WILDERS
The Price and Clearance Indices are based on a 9-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.
As the calendar moves us closer to spring, the advertising world is busy getting ready for the upfronts. While the general market place is still busy with make goods, DR inventory seems to remain strong. National cable had a very good February in terms of clearance, and it doesn’t seem that March should be any different. Spot TV and local cable do remain on the tighter side of clearance, with automobile and movie ads dominating the airwaves. Network inventory remains stable; as many of the networks are making their “numbers” they promised advertisers back in July 2010. Syndication opportunities are continuing to present themselves on a weekly basis.
electronicRETAILER | April 2011
Table of Contents for the Digital Edition of Electronic Retailer - April 2011