LOCKARD & WECHSLER CLEARANCE & PRICE INDEX BY EDDIE WILDERS The Price and Clearance Indices are based on a 34-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 third quarter continues to be very strong in terms of clearance. All lengths are clearing at a higher percentage on a year-to-date basis compared to 2010. The biggest variance is in the 120-second clearance, where percentages are 40 percent higher this year. These higher clearance percentages can be partially attributed to the stabilization of the market place. Fewer general advertisers are adding incremental advertising dollars into the DR space, which allows for more predictable clearance levels. Third-quarter 30-second clearance has been consistent compared to the yearly average, while third-quarter 60-second clearance is performing well above the 2011 average and third-quarter 120-second clearance percentage is well below the 2011 average. Inventory of spot TV and local cable has become increasingly tight with the political season in full swing. With the holiday season following the end of the political window, inventory promises not to be readily available. Network and syndication opportunities are available on a week-to-week basis, but they have not been as abundant as they have been in years past. October 2011 | electronicRETAILER 21