AICP survey reveals higher US spending but fewer foreign filming trips
A survey for the Association of Independent Commercial Producers (AICP) shows a spending rise in 2010, as well as the highest number of location shoot days in three years. Also, the appetite among US production companies for filming abroad has fallen significantly over the last few years.
Of all US shoots in 2010 half took place in California, although this figure has stagnated. New York filming levels grew 10% between 2009 and 2010 as a result of the state’s tax credit. About 18% of domestically-shot commercials chased incentives outside the main production hubs, focussing on the south-eastern and south-western states.
For American production companies Europe and the UK were the most popular foreign filming locations in 2010, but just 12% of US commercials were filmed abroad.
Matt Miller, President and Chief Executive Officer of the AICP, said: "Given the rapid evolution and changes across the media landscape, the AICP membership continues to evolve their businesses to produce both live action and digital content to reflect the demands of brands, ad agencies and the consumer."
Just 12% of US commercials were filmed abroad in 2010, compared to 24% in 2002. Europe and the UK were the most popular foreign filming locations in 2010 and have climbed significantly in popularity since 2008. Central and South America took the number two spot.
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