WHEN TO START PRODUCTION
Ideally, you should start talking to a production
company at least 3 months before the desired on air
date. The sooner the better really, but generally the
larger the budget the longer the production will need.
To be sure you will be happy working with the
production company, ask questions about approval
processes on the schedule
You should be given a shortlist of actors, voice
over artists, locations etc, during pre production,
along with the company’s recommendations
You should be asked to attend the shoot, and be
given a monitor to view the shots as they happen
The schedule should show when you can see a 1
st
rough ‘offline’ edit, and also when the final ‘online’
edit will be done, as well as dates for any voice over
recordings. You should be invited to attend these
too. If a representative of your company cannot be
available at these stages, then you may be asked to
pay for extra if you later call for changes, so it’s in
your interests to be available at these key stages.
HOW MUCH DOES IT COST?
The most common question I receive from new advertisers
is ‘How much does a TV commercial cost?’ That is very
much like asking ‘how much does a car cost?’
The budget range is huge. At the lowest end of the scale, a
regional TV commercial featuring still images, text and a
voice over can be produced from £3,000 or £4,000 upwards.
Whereas higher up the scale national commercials for
established brands that involve high quality filming or
animation can vary from £40k or £50k to hundreds of
thousands+. This is why it is important to give an indication
of the available budget to the company. The same script
could be produced for 30k or 300k, depending on the scale
and level of finish you want to associate with your brand.
Most commercials are paid for in instalments. It is quite
usual for a production company to require 50% of the
budget up front (usually billed on or just prior to filming), with
the remainder billed on final approval by the client.
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