LOCKARD & WECHSLER’S CLEARANCE & PRICE INDEX BY EDDIE WILDERS The Price and Clearance Indices are based on a 38-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 beginning of fall is always a joyous occasion for TV fiends. The cooler weather brings a slew of returning favorites and new pilots. For the DR world, it means subtle shifts in clearance on a week-to-week basis as the new upfronts kick into gear. The end of the third quarter saw a drastic dip for the 30-second clearance, while 60-second and 120-second clearances maintained a more gradual dip compared to the beginning of the quarter. Spot TV inventory is starting to feel the strain of the 2012 presidential election. Fourth quarter and the holiday season will bring an influx of retail advertising, followed by the beginning of the presidential election primary season. The new syndication season got underway to strong ratings, and opportunities for new shows are going to dwindle as ratings become more readily available. Network opportunities are few and far between due to the new fall season. 30-second Clearance 3.00 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 49 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 31 Week 34 Week 37 Week 40 Week 43 Week 46 Week 52 2010 2011 20 electronicRETAILER | November 2011 Week 52