LOCKARD & WECHSLER CLEARANCE & PRICE INDEX
BY EDDIE WILDERS
The Clearance and Price indices are based on a 13-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.
April showers are definitely upon us, which also means that the season of lower clearance has arrived. March showed us the same thing it shows us every year – a week-over-week steady decline in DR as general advertisers come into the marketplace pushing their summer deals. National cable numbers matched 2010 almost perfectly, as all lengths showed a dip as we moved through the month. Interestingly enough, all lengths followed the trend of increased inventory during the last week of the quarter. Spot TV and local cable remained tight through the end of the first quarter, as more automobile and insurance commercials entered the marketplace. Network inventory was a tad bit more available in March, which is possibly due to the networks coming close to meeting their upfront requirements. Syndication opportunities also were available at a higher rate than in years past, another good sign for 2012 planning.
electronicRETAILER | May 2011
Table of Contents for the Digital Edition of Electronic Retailer - May 2011