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L.A. ad filming rises 30% in the fourth quarter

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Los Angeles film crews may have little to cheer about this holiday season, except for one thing: The improving economy continues to spur a recovery in commercial production.

On-location filming for commercials last week generated 213 production days (defined as permission for a single crew to work at a single location during a 24-hour period), up 9% over the same period a year ago.

In a sign that things could be improving, commercial production has increased in six of the last seven weeks and rose about 30% in the fourth quarter of 2009, according to data from Film L.A. Inc., the nonprofit group that coordinates film permits.

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The data provide the clearest evidence yet that sector has shaken off the slump from earlier this year, when advertisers -- especially the Big Three automakers -- severely curtailed spending in the wake of the deep recession.

Commercial production is a major source of employment in Los Angeles, which is home to 170 commercial producers.

This week Toyota and Honda are both shooting commercials in L.A., joining other high-profile names such as American Express, Anheuser-Busch and Wal-Mart that have filmed locally in recent weeks.

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richard.verrier@latimes.com

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