Electronic Retailer - March 2012 - 20
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 2012. 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 and 2011.
CLEARANCE INDEX
The year started with a bang, as inventory was available for all three lengths. The 30-second clearance was hampered a bit by the car industry, while the 60-second and 120-second inventories were extremely strong. Clearance was on par with the last two years, and this strong trend followed into February. As it stands, general advertising is holding steady, which means that direct response inventory should tighten as we move through February and into March. The political season is in full effect. The presidential candidates are holding spot TV inventory during early morning, early fringe and primetime, but daytime availability remains strong. February primaries are out of the way, but Super Tuesday is March 6. Expect clearance in states that hold their primaries that day to be particularly tight. Direct response inventory in syndication and network was abundant during the first month of 2012. Shows such as Today and The Price is Right ran 2-minute inventory all January, and February started out strong as well. Of course, these programs will tighten as we enter the second quarter.
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
2012
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
2012
20
electronicRETAILER | March 2012
Electronic Retailer - March 2012
Table of Contents for the Digital Edition of Electronic Retailer - March 2012
Chasing Shadows in Mobile Retail
Calendar of Events
Industry Reports
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Cover Story CarMD Makes a DR Diagnosis
Selling in a Fragmented World
Case Study DR Marketing North of the Border
Advertiser Index
Bulletin Board
Classifieds
Electronic Retailer - March 2012 - Calendar of Events
Electronic Retailer - March 2012 - cover2
Electronic Retailer - March 2012 - 3
Electronic Retailer - March 2012 - 4
Electronic Retailer - March 2012 - 5
Electronic Retailer - March 2012 - 6
Electronic Retailer - March 2012 - 7
Electronic Retailer - March 2012 - 8
Electronic Retailer - March 2012 - Industry Reports
Electronic Retailer - March 2012 - 10
Electronic Retailer - March 2012 - 11
Electronic Retailer - March 2012 - 12
Electronic Retailer - March 2012 - 13
Electronic Retailer - March 2012 - eMarketer Research
Electronic Retailer - March 2012 - 15
Electronic Retailer - March 2012 - IMS Retail Rankings
Electronic Retailer - March 2012 - 17
Electronic Retailer - March 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - March 2012 - 19
Electronic Retailer - March 2012 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - March 2012 - 21
Electronic Retailer - March 2012 - 22
Electronic Retailer - March 2012 - 23
Electronic Retailer - March 2012 - Cover Story CarMD Makes a DR Diagnosis
Electronic Retailer - March 2012 - 25
Electronic Retailer - March 2012 - 26
Electronic Retailer - March 2012 - 27
Electronic Retailer - March 2012 - Selling in a Fragmented World
Electronic Retailer - March 2012 - 29
Electronic Retailer - March 2012 - 30
Electronic Retailer - March 2012 - 31
Electronic Retailer - March 2012 - 32
Electronic Retailer - March 2012 - 33
Electronic Retailer - March 2012 - Case Study DR Marketing North of the Border
Electronic Retailer - March 2012 - 35
Electronic Retailer - March 2012 - 36
Electronic Retailer - March 2012 - 37
Electronic Retailer - March 2012 - 38
Electronic Retailer - March 2012 - 39
Electronic Retailer - March 2012 - 40
Electronic Retailer - March 2012 - 41
Electronic Retailer - March 2012 - 42
Electronic Retailer - March 2012 - Bulletin Board
Electronic Retailer - March 2012 - Classifieds
Electronic Retailer - March 2012 - 45
Electronic Retailer - March 2012 - 46
Electronic Retailer - March 2012 - cover3
Electronic Retailer - March 2012 - cover4
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