lOCKaRD & WeCHSleR CleaRaNCe & PRiCe iNDeX by EDDIE WILDERS The price and Clearance Indices are based on a 26-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 second quarter ended quite strong with many cable networks opening up DR inventory for the last week of the month. July has started with open inventory as well, and there is no reason to think that this availability shouldn’t last through the third week of the summer. Furthermore, trends for 2011 are following closely to those of 2010, especially during 30-second and 120-second commercials. The 60-second commercial clearance is not as volatile as it was in 2010. Spot TV and local cable continue to show more favorable inventory during this political season as compared to 2010, yet there is still a tightening of availability on a market-to-market basis. Network and syndication are scarcely available, with many of the lower rated and non-rated shows showing opportunities. 22 electronicRetaileR | august 2011