How Much Should My Company Budget For Filming A Television Commercial

VIDEO PRODUCTION COSTS?

So you're thinking of making television, YouTube, or Facebook commercials and want to know how much it costs? We get this question nearly every week. The short answer is "it depends." Your needs, tastes, and many other factors determine a TV commercial production cost. So the short answer is that producing a TV commercial could easily range anywhere from $1,500 to $150,000 depending on many different variables. 

START SIMPLE

My business doesn't have much advertising budget. Can you still help? Again, the short answer is "probably so ." Your competitors have launched a YouTube or Facebook campaign, and now you are seeing their spots on local television. Producing content that can compete with your competitors may seem out of reach, but there are steps you can take right away that will make an impact on your bottom line. For example, if you are a small business and need to get a 30 second TV spot under your belt to quiet the competition, we can help. The cost to produce a 30-second commercial could run you as little as $1,500 – $3,500. Simple video productions with text, graphics, royalty-free music, and a professional voice-over could be the short answer to your initial goal.

LEVEL UP

Still asking: How much do commercials cost to produce? Lets' look at an example of leveling up your production a few notches. Let's say you have a product or service that can make you millions. If only you could put together a 30-second direct response campaign that can air on television. You may need actors, a makeup artist, a pro video crew, maybe a studio and a director, and a few other things. More prominent commercials like this with all the bells and whistles can easily cost you anywhere from $100k or more. But tell me this, what business owner out there wouldn't trade a $100,000 investment for a $1M return? I don't know a single one that would turn down an opportunity like that. 

The cost of producing a television commercial in this price range is much more than the START SIMPLE example above because there are so many more moving parts. Among other things, you will need seasoned professionals at every turn to help keep all of the balls in the air. A professional video production company like ours will help manage your TV commercial from beginning to end so that everything makes sense when we wrap up the shoot.

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BUDGET ISN’T A CONCERN?

Hypothetically you tell me that budget is not a concern for you. However, you have particular needs and discerning taste and are willing to pay whatever the cost. In situations like this, production costs are not your concern; you will need to tell us precisely what you want. Then it's our job to craft that desire into reality. Similar projects can easily fetch anywhere from 150k up to well over 1 million dollars. These high-end costs will depend on a well-known director attached, a celebrity or famous athlete, or an influencer from another industry. The price can balloon north of that, depending on what is attached to the scope.


SEND US A REFERENCE VIDEO

Costs almost always depend ultimately on what you want. So, if your question is "how much does it cost to produce a tv commercial" but you aren't sure what you want, consider this. It can be beneficial to surf through YouTube and look for similar video concepts that already exist. Reference material like this will give us a much clearer idea of your concept, enabling us to put together an estimate based on that reference video quickly. That said, you can always feel free to give me a call, and we can walk through the process together. My studio line is 573-893-9917, and I'm always happy to chat and give you a free estimate.


HOW MUCH DOES TV ADVERTISING COST?

So you have your finished commercial, now - how much does TV advertising cost? TV airtime costs are the golden question to which there are a plethora of answers. For example, the airing of a 30-second commercial can range anywhere from $50 per spot to $1,500 or $20,000 per spot. But, of course, as I've said two or three times already, it all depends on a few different variables.

Where your TV Advertising is going to air will ultimately determine how much your advertising will cost. For example, suppose your TV Advertising target market is toward regional or local markets. In that case, you could spend as little as $50 per 30-second commercial.


I AM INTERESTED IN KNOWING HOW MUCH IT COSTS TO AIR LOCAL COMMERCIALS

Take this example and suppose you want to Advertise on a local station in a 65,000 household footprint close to your business. In that case, you likely can get better rates than a broader coverage area. The only caveat is that your TV Advertising will only be aired and viewed in that particular area or zone.

However, suppose you want to reach more areas with your message during a primetime broadcast network TV program. Time slots like this can be upwards of $10,000 plus per 30 second TV spot in that case. The main stipulation here is that you will be broadcast on every TV within the selected coverage and reap the benefits of a much broader coverage area.


LOOKING AT NATIONAL TV?

If local TV advertising isn't enough to reach, you may want to spread your message to the masses; and national television is the way to go. Keep in mind that a single 30-second spot can cost you anywhere from $25,000 to $150,000. Depending on the network and the timeslot in which your commercial airs, the costs will range. Want to go for broke? A commercial aired during the Super Bowl, you can look to spend an astonishing 4 to 5 million for a single 30-second commercial. Whether you want a local television spot for your business, service, or product, or you want to reach the masses with your message, it's all possible. But first, you have to create the commercial, and that's where we excel. The creative. Not sure where to begin? Lets' look at several budget examples below, which will help you gain a better "ballpark" estimate for your next project. 


HERE ARE SOME EXAMPLE BUDGETS TO HELP YOU GET STARTED THINKING ABOUT WHERE YOUR PROJECT MIGHT FALL IN TERMS OF COST:

 

• BUDGET RANGE  $800 – $1,000

This budget allows for a commercial is made up of still photographs, a professional voice-over, and client-provided artwork.

• BUDGET RANGE  $1,500 – $2,500

This budget allows for a commercial for many small businesses and includes royalty-free music and a voice-over.

• BUDGET RANGE   $2,500 – $3,500

This budget allows for a commercial shot on location with one talent, HMU, professional voice-over, and other voice actors.

• BUDGET RANGE   $2,500 – $3,500

This budget allows for a commercial testimonial-style commercial to promote your systems, products, or services and includes an animated logo at the end.

• BUDGET RANGE   $3,500 – $5,500

This budget allows for a commercial production shot in 1 or 2 locations in full HD, with a four-person crew, using a drone to capture the clients' work in progress. In addition, one professional voice-over and audio bed licensing included in this budget range. 

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• BUDGET RANGE   $6,500 – $9,000

This budget allows for a commercial shot over two days, with a three-person film crew, including HMU, craft, and catering. We can use some professional actors, mixed with faculty and staff as our talent.

• BUDGET RANGE   $10,000 – $15,000

This budget allows for a commercial in several locations around the city, filming with a 4-5 plus talent crew and some extras: minimal graphic animations, titling, and sound effects. 

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• BUDGET RANGE   $10,000 – $20,000

This budget allows for commercial filming ample B-Roll and on-location "Talking Head" segments over two days. Will will work closely with our client to secure locations and talent if needed. We use a 4-5 person crew, which allows for a professional audio person/drone pilot, director, camera operator, and key grip.

• BUDGET RANGE   $20,000 – $30,000

This budget allows for a commercial in a studio or on location over two days. We are using a 4-6 person crew, which allows for a professional audio person/drone pilot, director, camera operator, and key grip. Additionally, this budget range allows time for filming ample B-Roll and on location with "Talking Head" segments over two days. It's common practice for us to always work closely with our clients to secure shoot locations and talent if needed. Graphic animations, music bed licensing, finished in both HD and 4k formats. 

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• BUDGET RANGE   $30,000 – $40,000

This budget allows for a commercial in different cities (or a single major city) across the US. In addition, we use several HD cameras to capture raw emotions from the unsuspecting participants.

• BUDGET RANGE   $40,000 – $50,000

This budget allows for a commercial in several cities. Each of our crew members follows specific creative instructions to get the right shot. Thus, securing permits for multiple locations and coordinate seamlessly with our freelance teams across the globe to ensure the appropriate look & feel for the client brand.

• BUDGET RANGE   $50,000 – $60,000

This budget allows for filming at several locations out of state, including a complete casting, with actors, craft services/catering, HMU, wardrobe, location scouting, art department, and several pre-production meetings. In addition, approximately a 10-15 person production crew.

• BUDGET RANGE   $60,000 – $90,000

This budget allows for filming in a large city out of state, including a complete casting, professional actors, craft services/catering, HMU, wardrobe, location scouting, art department, and several pre-production meetings. As always, productions of this size require permits and a boatload of pre-production planning and coordinating to pull the job off seamlessly and effectively.

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WHAT IS THE AVERAGE COST OF TV COMMERCIAL PRODUCTION?

The total costs of producing a television commercial can range significantly based on many different factors. Therefore, we're highlighting the cost expectations for various commercials based on length, production value, and other elements. In doing so, this should aid you in better understanding what you can expect for average costs of TV commercial production and what kind of situations you might encounter. Bear in mind, commercial advertising is costly but also highly effective and tends to have a substantial ROI. So as you visualize these average costs, try to imagine the ROI you may achieve with a professionally produced television ad.

PRODUCTION CREW AVERAGE COSTS

One of the greatest determinants of the overall cost of making a TV commercial is the crew size and experience. The larger and more experience your crew has will play a huge role in the expenses involved in production. A large crew will have higher costs than a small crew would. Similarly, an experienced crew will likely charge more per hour or per day than a crew with little to no experience. Below is a few industry averages crew rates look like: (keep in mind these all range on skill & experience as well as geographic location)

  • Director $2500 - $4000 day (or 5-10% of the total budget)

  • Director (Larger Name) $5000 - $10k day

  • DP $1200 - $1800 day (or more depending on skill & experience)

  • 1st Assistant Camera $600 - $800 day

  • 2nd AC $350 - $500 day

  • Gaffer $550 - $800 day (plus gear if needed, $1000 - $4000)

  • Producer $800 -$1000 day

  • DIT (Digital Technician) $700 day (plus gear if needed, $500 - $1500 range)

  • Audio Technician $650 - $1000 (plus gear if need, $350 range)

  • Steadicam Op $1800 - $2200 day with gear

  • Drone Operator / Pilot $1500, $3000 & $4500 day (depending on gear)

  • HMU (Hair & Make Up) $400 - $1200 day

  • Script Writer $50 – $150 p/h

  • Editor $95 – $175 p/h

  • Actors $100 -$500 p/h

  • Equipment – up to $100s p/h

  • Studio Shooting – up to $400 p/h

  • Narrator – >$100 – $400 p/h

  • Audio Files – up to $ 1000's

  • Video Rendering – up to $75 p/h

  • B-Roll – generally speaking, between 10 and 50% of your total production cost to go towards B-Roll

  • Miscellaneous – can cost very little, up to 1000's extra


THE LENGTH OF YOUR COMMERCIAL DOES NOT DICTATE PRICE

Another significant cost factor is the total length of your commercial. A television spot that is 30 seconds in length will almost always cost less than a commercial of similar production quality that is longer in duration. However, a 30-second spot likely can be created somewhere between $1,500 and up to $150K, which is an enormous spread. These budgets are so far apart that determining the average cost of a TV commercial based on its length may feel next to impossible. That's why length is seldom an excellent overall price determinant when evaluating what your project may end up costing.


PRODUCTION COMPLEXITY

One of the other significant determinants of total production cost is not the length or size of the crew but also complexity. What this refers to is how complex is it to create a specific concept for the client? An elaborate production is sure to have higher costs than something straightforward and basic. On the other hand, simple video productions will almost certainly require fewer resources, fewer variables for success, and an average lower cost. Compare this to a commercial shoot that includes intense animations or visual effects. Again, you will see a significant disparity in the price. If you're trying to cut costs, consider fewer VFX!

30 SECOND COMMERCIAL PRICING

The pricing of a 30-second commercial is mainly dependent on who produces the commercial and what style of production the finished project is. For example, a commercial with numerous special effects and animated graphics can easily elevate the production value. Still, it will likely cost more than the average $1,000 to $10,000 per finished minute. As a result, graphics and special effects, and animations can lead to substantially higher prices in general.

Commerical styles and production values can range significantly. For example, a simple commercial that showcases a particular restaurant but doesn't require a remarkable narrative or any significant graphic elements and special effects can likely cost around $750 to $1,500. However, think about some of the commercials shown during the Super Bowl. These ADS often have advanced storylines, intricate graphics, and other special effects that are incredibly impressive – and incredibly expensive.

COMMERCIAL COST DETERMINANTS

When you ask almost anyone in the creative industry, "How much does it cost to make a 30-second commercial?" They are likely to say, "well ... it depends." I bet nine times out of 10 that will be the answer you get. And it does depend. The cost of filming and producing commercials for broadcast depends on many different factors such as:

• Filming location

• Equipment needs

• Production value (quality)

• Post-production editing

• Talent

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PRODUCING VIDEO FOR TELEVISION

Producing video for the television advertising space requires professional equipment, experience, and expertise. From the early planning stages, a lot goes into the process. Pre-production meetings are where the original idea is crafted and then refined through the post-production stages. During editing and post-production, specialized techniques come into play. Finally, many professional hands work on your project before finishing for distribution. So how much does it cost to make a 30-second television commercial? Well, various factors influence the cost of making TV commercials. Time is one component that affects the price, but so does the location, production value, equipment, the production crew, and the list goes on and on. Professional video production may easily range from about $500 to well over $50,000 for 30 seconds.

AVERAGE COST OF A TELEVISION COMMERCIAL

To summarize, the average cost of TV commercial production ranges from about $1,200 per minute to somewhere north of $100,000. Typical commercials in the markets our studio serves are generally in the neighborhood of $1,500 to $20,000 for most projects. So, when planning your next Television, YouTube, or Facebook commercial spot, give me a call to help you navigate and make a high-performing commercial for your brand. 

Travis Duncan Photography | Advertising • Corporate • Motion

Web - www.travisduncan.com

Studio - 573-893-9917

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Good, Cheap or Fast? But you can only pick two!

What does this mean you ask, well ... it simply means there's always (and should always be) a trade-off when your phone rings. Remember, your prospective client gets to pick two!

Cheap + fast = lower quality work

Fast + good = expensive

Good + cheap = not happening anytime soon

So, in the graphic below, I've modified the famous Venn diagram to be in a list form. For whatever reason, it makes more sense in my mind when viewed this way, and it can be applied logicially to just about any artistic field. In the graphic, there are three ways a client can ask for a project to be completed (read on for more explanation). 


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For Example:

•You could produce photographs or put together a video production for a client, that is of good quality.

•You could produce photographs or put together a video production for a client that has a low price tag. 

•Or, you could produce photographs or video production for a client very quickly. 

HOWEVER, you should NEVER (and ideally never be asked to) deliver work that is ALL THREE. It's not impossible, but it ends up being worse than slave-labor, and it's soul-crushing to try and pull off. I'm not saying it never happens. It's just not fair to you, the creator, if it does. And what’s even worse is, if you take this type of project with those restrictions, you'll always be identified as the guy or gal who will work for peanuts. This is a tough place to move out of if you ever want to attract larger budget clients with more time to produce the real work you want to create. 

This puzzle isn't always straightforward to navigate because often, you might not know where boundaries are between these three. You might think you are delivering work that is both good and fast, that is NOT cheap, but in reality, perhaps you aren't getting paid as much as you think you are. Let's look at some scenarios. 

Scenario 1: Cheap + Good: Let's say you get a call for custom photography or video production services. As you are thinking about your project, you might decide you want a cheap (low cost) option. Also, you think you would like a photo or video production that is of good quality. This scenario is a pretty standard way of thinking. Still, always keep in mind, it will invariably take MUCH more time to deliver this type of product or service.

Scenario 2: Cheap + Fast: If a prospect is asking you to produce a cheap set of photos or videos, fast, excellent quality is most likely out of the question. Having said that, I do have a few tips here for considering. 

I haven't done many "cheap" projects over the years that demanded "high quality and fast" services. However, unfortunately, I think photography can very often fall under this heading. There are many times, however, when we get calls for more simple projects like company headshots. Projects like this are relatively easy for me to turn-around out quickly, with a high level of quality, and I don't have to bill an arm and a leg for these.

With jobs like this, it's essential to be very systematic about your approach so that you can deliver the product or service very quickly and at a high quality. As a business owner, think of the ways you package your products and services and streamline your processes. Doing this, can keep you out of the "not possible" area. 

Scenario 3: Good + Fast: What if a prospect calls you asking for good quality photography or video but has a very short deadline and therefore needs them fast? With this scenario, the odds are against the prospect if they want the project at a low price point. They are simply not considering the time it takes to produce a quality photo or video production at a fast rate. (Don't know what your thoughts are, but I would expect this type of service to be very expensive!)

For prospects wanting quality photography or high-end video productions in a short amount of time, they should have a reasonable budget. Don't be afraid to ask for it. 

Do some market research and ask your clients what matters most to them. Ask your client, "what are your priorities"? Then, you may be able to develop or modify your products and services around what their needs and budgets are. Meeting your clients where they are in terms of their actual needs will increase the experience they have with you, and make them feel like you've delivered services just for them.

The bottom line, as a creative content producer, make sure you are comfortable with what you are required to produce for the available budget and time restraints on the table. Heck, print out this blog article as a guide if you need to! We put our hearts and souls (and many sleepless nights) into our work. When the phone rings next time, make sure you are not afraid to ask to be compensated fairly.

TRAVIS DUNCAN  |  ADVERTISING PHOTOGRAPHER BASED IN THE MIDWEST.  SPECIALIZING IN: PRODUCTS & ARCHITECTURAL PHOTOGRAPHY, and VIDEO PRODUCTIONS. 

Travis Duncan Photography | Advertising • Corporate • Motion

Web - www.travisduncan.com

Studio - 573-893-9917

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HEAD SHOT SERIES | CORI ZENISHEK

HEADSHOT PHOTOGRAPHY | BUSINESS PORTRAITS

Another passion of ours is working with business professionals from small, medium and large companies! Creating the "professional head shot" is just one cog in the wheel when it comes to personal & professional branding. Give us a call today if you'd like to discuss your team's marketing needs as we can sit down with you to help formulate a plan that's consistent from beginning to end. Thanks for reading! -td

TRAVIS DUNCAN PHOTOGRAPHY | A COMMERCIAL SPORTS, PORTRAIT, AND PRODUCT PHOTOGRAPHER BASED IN MIDDLE-AMERICA.  SPECIALTIES INCLUDE: SPORTS ACTION, ENVIRONMENTAL & STUDIO PORTRAITS, AND PRODUCT PHOTOGRAPHY. 

Travis Duncan Photography | Advertising • Corporate • Editorial

Web - www.travisduncan.com

Studio - 573-893-9917

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Head Shot Series | Marshall & Company Hair Salon

HEADSHOT PHOTOGRAPHY | BUSINESS PORTRAITS

We love working with small businesses! One of our favorite aspects of collaborating with other local entrepreneurs in our community, is the opportunity to meet the people behind the business! Here's a sneak peek at our recent head shot series created for Marshall & Company Hair Salon's new website. If you haven't visited them yet, just hop on over to their site & give them a call!! http://www.marshallandcompanysalon.com/

TRAVIS DUNCAN PHOTOGRAPHY | A COMMERCIAL SPORTS, PORTRAIT, AND PRODUCT PHOTOGRAPHER BASED IN MIDDLE-AMERICA.  SPECIALTIES INCLUDE: SPORTS ACTION, ENVIRONMENTAL & STUDIO PORTRAITS, AND PRODUCT PHOTOGRAPHY. 

Travis Duncan Photography | Advertising • Corporate • Editorial

Web - www.travisduncan.com

Studio - 573-893-9917

Instagram

Twitter