HOW TO PRODUCE
A TELEVISION AD
Producing a TV ad is easier than you think, especially if you find the
right company. So biz-mag has enlisted the help of Tom George of
Happy Hour Productions to guide us through the process.
First of all, you’ll need to find a production company also has
production company to work with. experience in producing creative
campaigns. It isn’t crucial that they
You should specifically look for have experience in your exact sector
c o m p a n i e s t h a t m a k e T V of busine ss, but do look for a range
commercials. There will be some out of work across different business
there saying they produce sectors.
commercials, but web virals and
corporate films are not the same It’s best to give the production
discipline as producing TV company a steer on ho w much you
commercials, so ask to see want to spend. To weigh up one
showreels, but also ask to see against anot her, ask for a breakdown
e x a m p l e s o f p r e v i o u s T V on the quo te to do a comparison.
commercials in their entirety. Don’t just go on cost. Cheap does
not necessarily mean best in TV
Check that they have experience production. Look at the quality of the
dealing with Clearcast. All TV showreels and previous commercials
commercials need to be approved by when considering cost.
Clearcast at script and final stages
before they can be broadcast, so a There will be a cost for the
company with experience in dealing production itself, but you will also
with this process will save a lot of need to consider ‘repeat’ costs for
time and effort. Also check that the actors, voice over artists and music
company offers a ‘playout’ service to in the commercial. This cost will be
transmission sites. You don’t want proportionate to the media ratings.
the hassle of trying to get tapes The ‘repeat’ costs are usually bought
copied and sent to stations. out for a period of time or amount of
airtime ratings (called TVR’s). The
If you already have your script production company will be able to
written, then send this to your short- negotiate buy out arrangements with
listed companies and ask for quotes the actor’s agents. Ask about usage
& schedules. If you need a concept fees and what costs you will need to
& script too, then make sure the consider if you want to re-run the
commercial. null
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