AICP survey: Commercials a $5 billion industry

While the state of TV commercial production is changing as fast as new apps are created, it remains a robust $5 billion industry, when factoring in post, talent payments and other indirect expenditures.

That was one of the findings in AICP’s 7th annual Survey of the Commercial Production Industry that give members a sense of changes and challenges ahead.

AICP members account for 85% of all commercials aired nationally. The AICP/Midwest chapter has 22 general members and 10 associate members.

“The data collected offers a detailed picture of how and where the billions of dollars in commercial production activity were spent in 2008,” said Matt Miller, New York-based AICP president/CEO, noting that “these numbers will be quite different when we field 2009 data.”

One of the significant findings was that two-thirds of AICP member companies produced content outside of the traditional commercial in the past year, or “one in six shoot days to projects such as web films, product integration pieces, and mobile content,” Miller noted.

“We expect this figure to grow, as evidenced by this data and the surge of interest in the AICP Next Awards.”