LOCKARD & WECHSLER’S CLEARANCE & PRICE INDEX BY EDDIE WILDERS The Price and Clearance Indices are based on a 47-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 percentage or CPM. Trends are now compared to those of 2010. CLEARANCE INDEX Clearance throughout the quarter has remained strong compared to previous years due to a soft marketplace. However, this soft marketplace may become tight toward the end of the year as more retailers enter the airwaves for the holiday push. All lengths are trending above last year’s levels, with the 30-second clearance the strongest. The 60-second clearance remains positive, while the 120-second clearance is slightly outpacing 2010. Even though the primaries have yet to begin, local broadcast inventory has been difficult to obtain since the market is flooded with automobile and holiday advertising. This trend should continue into 2012, at which time the election season will hit full steam ahead in many states. The soft marketplace has opened up inventory in both syndication and network. All indications point to open inventory during the post-Christmas period between the December 26 and New Year’s. Audience Deficiency Units (ADUs) are always a threat to the direct response world, but daytime and overnight units are readily available. 30-second Clearance 3.00 2.50 2.00 1.50 1.00 0.50 0.00 Week 1 Week 4 Week 7 Week 22 Week 25 Week 28 Week 34 Week 37 Week 40 Week 43 Week 46 Week 46 Week 49 Week 49 Week 52 Week 52 Week 10 Week 13 Week 16 Week 19 Week 31 Week 31 2010 2011 60-second 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 34 Week 37 Week 40 Week 43 2010 2011 20 electronicRETAILER | January 2012