Stocks were again higher throughout most of the trading day, yet the final closing bell "red or black" levels were not certain until literally the last few minutes of the day. Fed Treasury buying and anticipation of a Ben Bernanke speech kept the lid on Treasury yields as well. Chips remained weak today and some airline scares did not exactly serve as a great catalyst to drive all transports. What is often "Merger Monday" felt more like "Mixed Monday" today.

Here were the unofficial closing bell levels:

Dow Jones: 12,400.03 +23.31 (0.19%)

S&P500: 1,332.87 +0.46 (0.03%)

Nasdaq: 2,789.19 -0.41 (-0.01%)

Top Analyst Upgrades/Downgrades

Southwest Airlines (LUV) is the largest airline in the United States, based on domestic passengers carried. Southwest Airlines operates more than 3,100 flights a day, as of December 31, 2010, utilizing a fleet of 548 Boeing 737 aircraft. Southwest Airlines currently serves 71 cities in 36 states. It also provides freight services with in the United States, and the company competes with American Airlines (AMR), Delta Airlines (DAL), and U.S. Airways (LCC). In September 2010, Southwest announced plans to acquire AirTran Airways (AAI), which is expected to close in Q2 2011.

Launch of Coverage on Southwest Airlines; $14.05 Price Estimate

We've broken down our analysis of Southwest Airlines into two main business segments:

Fortune has released its list of the world's 50 most respected companies and once again Apple Inc. (AAPL) tops the list.

This is the fourth year in a row that the Cupertino based company has grabbed the top slot. Apple's respect comes mainly due to the company's ability to release new products at an amazingly quick pace, often updating its main product lines at least once a year.

Southwest Airline Co. (LUV) overall option implied volatility of 32 is below its 26-week average of 34 into Q2 earnings per share (EPS) on January 20, suggesting slightly less price movement.

Microsoft Corporation (MSFT) overall option implied volatility of 23 is below its 26-week average of 28 into Q2 EPS on January 27, suggesting decreasing price movement.

Options Update is by Stock Specialist Paul Foster of theflyonthewall.com.

The earnings season ramps up this week. Analysts polled by Thomson Reuters foresee strong reports from such big names as Apple (AAPL), eBay (EBAY), IBM (IBM), General Electric (GE), Google (GOOG), Schlumberger (SLB) and Southwest Airlines (LUV). And fast on the heels of last week's big earnings beat from JPMorgan Chase (JPM), there will be plenty more results from the financial sector to peruse this week.

Among the financials expected to post double-digit earnings growth this week are Capital One Financial (COF), Morgan Stanley (MS), SLM Corp. (SLM) and U.S. Bancorp (USB), but the week's biggest earnings winner may be Wells Fargo (WFC).

Southwest Airlines (LUV) is hosting an analyst meeting on December 16. Overall option implied volatility of 31 is below its 26-week average of 35, according to Track Data, suggesting decreasing price movement.

Discover Financial Services (DFS) is scheduled to report Q4 EPS on December 16. Overall option implied volatility of 37 is near its 26-week average, according to Track Data, suggesting nondirectional price movement.

Options Update is by Stock Specialist Paul Foster of theflyonthewall.com

Analyst Upgrades

• Goldman upgraded Citigroup (C) to conviction buy from buy, Principal Financial (PFG) to buy from neutral, and Stancorp Financial (SFG) and Hartford Financial (HIG) to neutral from sell.
• JetBlue (JBLU) was upgraded to overweight from neutral at JPMorgan.
• Barclays upgraded Royal Caribbean (RCL) and Carnival (CCL) upgraded to overweight from equal weight.
• Hollysys Automation (HOLI) was upgraded to buy from hold at Roth Capital.
• RBC Capital upgraded Alliance Data Systems (ADS) to outperform from sector perform.
• RRI Energy (RRI) was upgraded to buy from hold at Citigroup.

The earnings crunch is back on this week. Third quarter reports are due from tech, financial and pharmaceutical companies, from airlines and from many others. Here's a day-by-day rundown of the coming week's earnings highlights, with a closer look at Apple (AAPL), Harley-Davidson (HOG), Boeing (BA) and Southwest Airlines (LUV).

Getting things started on Monday, analysts surveyed by Thomson Reuters expect Citigroup (C), Halliburton (HAL) and IBM (IBM) to post year-over-year earnings growth. But Monday's highlight no doubt will be Apple's (AAPL) quarterly results.

Analyst Upgrades

• KeyBanc upgraded Las Vegas Sands (LVS) to hold from underweight based on Singapore performance and a potential revaluation of the yuan.
• ThinkEquity upgraded Seattle Genetics (SGEN) to buy from hold based on the positive SGN-35 HL data. The firm raised its price target to $16 from $12.
• Merriman upgraded Applied Signal (APSG) to buy from neutral with a $28 to $31 valuation range, citing greater confidence in earnings estimates and the company's recent contract wins.
• Siliconware Precision (SPIL) was upgraded to neutral from underperform at Macquarie.
• Pulte Group (PHM) was upgraded to neutral from sell at Goldman.
• Greenbrier (GBX) was upgraded to outperform from market perform at Morgan Keegan.

The earnings crunch rolls on this coming week, and the analysts surveyed by Thomson Reuters are looking for strong quarterly results from the likes of Avon (AVP), Coinstar (CSTR), Corning (GLW), DuPont (DD), MetLife (MET), Norfolk Southern (NSC), Northrop Grumman (NOC), Royal Dutch Shell (RDS.A) and many others. In fact, Broadcom (BRCM), Chevron (CVX) and Southwest Airlines (LUV) are expected to have doubled their second-quarter earnings per share compared to a year ago.

The three months that ended in June saw Southwest Airlines celebrate the 39th anniversary of its founding, and it also declared a quarterly dividend. Analysts expect the Dallas-based no-frills carrier to report that second-quarter earnings came to 27 cents a share, a 70.4% rise from a year earlier. Revenue for the period is expected to have grown 20.4% to $3.2 billion. So far, analysts predict similar earnings and revenue numbers for the third quarter. But earnings results were better than expected in the past four quarters, beating consensus estimates by as much as 47%.

Analyst Upgrades

• Keefe Bruyette upgraded East West Bancorp (EWBC) to outperform from market perform after the company acquired assets from Washington First International Bank. The firm has a $21 price target for shares.
• Piper Jaffray upgraded Amylin (AMLN) to overweight from neutral, citing valuation and Bydureon's profile. The firm maintains a $26 price target for shares.
• Soleil upgraded MGM Mirage (MGM) to hold from sell, citing signs of stabilization in Vegas and valuation. The firm upped its target for shares to $13 from $11.10.
• T. Rowe Price (TROW) was upgraded to outperform from market perform at FBR Capital.
• JetBlue (JBLU) was upgraded to buy from neutral at BofA/Merrill.
• NetEase.com (NTES) was upgraded to buy from hold at Standpoint Research.

The silver lining to the travel slump last year was that fewer flights made it easier for airlines to hit their deadlines. In 2009, the airline sector had its best year for on-time arrivals since 2003, largely because many routes were cut as passenger traffic fell and companies looked for ways to cut costs. According to the Department of Transportation, airlines hit a 79.5% on-time rate last year (which includes flights that were within 15 minutes of their arrival time).

Hawaiian Airlines had the best record, but it's a small regional, lacking the challenges of the major carriers. Among the big guys, Southwest's (LUV) 83% on-time rate was best, and United's (UAUA) 81% was tops for traditional air carriers. Of course, these airlines and the rest of the sector were helped along by the fact that they pad their schedule, which makes it a hell of a lot easier to show up on time.

Southwest Airlines (LUV - option chain) shares are rising today after the company reported this morning that its November traffic rose 11.7% over the year-ago period. If you think that the stock won't fall by too much in the coming months, then now could be a good time to look at a bullish hedged trade on LUV.

LUV opened this morning at $9.61. So far today the stock has hit a low of $9.61 and a high of $10.20. As of 11:45, LUV is trading at $9.97 up 46 cents (4.8%). The chart for LUV looks bullish and S&P gives LUV a positive 4 STARS (out of 5) buy ranking.

For years, it's been evident that smaller airlines have had an operating advantage, particularly when they use less expensive airports. They've been able to post better numbers as a result, and in the current travel slump, they've outperformed the larger carriers. Well, they've also picked up a considerable amount of market share.

According to a report by USA Today, low cost carriers now have 30% of the market in the United States. Price-sensitive consumers are turning to cheaper alternatives, even if it means (for fliers with elite status) giving up the perks they've earned through years of customer loyalty.

Analyst upgrades:

• RBC Capital upgraded Bank of America (NYSE: BAC) to Outperform from Sector Perform and said the company has attractive franchise value and earnings power, and is nearing the start of a credit driven earnings recovery. The firm raised its target to $22 from $19.
• Oppenheimer assumed coverage of Amazon.com (NASDAQ: AMZN) and upgraded shares to Outperform from Perform. The firm expects Amazon's revenue growth to re-accelerate over the next several quarters, making consensus estimates too conservative. Opco set a $130 price target on the stock.
• Barclays upgraded Ford (NYSE: F) to Equal Weight from Underweight and believes the company will report Q3 results above the Street. The firm raised its Q3 EPS estimate to 7 cents from 16 cents, vs. consensus of 21 cents, and its price target to $8 from $7.
• Charles River Labs (NYSE: CRL) was upgraded to Neutral from Sell at Goldman.
• Briggs & Stratton (NYSE: BGG) was upgraded to Outperform from Neutral at Baird.
• Sealed Air (NYSE: SEE) was upgraded to Equal Weight from Underweight at Barclays.