Anatomy of a Television Commercial

Anatomy of a Televisión Commercial Cvolces (Voices.com Commercials account for 36% of one prime time hour of television. Television's Share of All U.S. Television Commercial Trends Advertising Spend 24% 24% 25% 25% 26% 25% 26% 25% 27% 29% 31% 00' 01' 02' 03' 04' 05' 06' 07' 08' 09' 10 Television Ad Spending (in Billions) $70 $59 $60 $60 $58 $58 $56 SEE $57 $52 $52 $53 $50 00' 01' 02' 03' 04' 05' 06' 07' 08' 09' 10' 11' 12' Voices.com *TV includes network, national cable, and syndication. Advertising & Audiences Television Ad Spend by Prime Time Genre 29% Sports 35% Drama 4% News 17% Reality 15% Sitcom Online Video Advertising % Reach of Total U.S. Population by Ad Property Sm BrightRoll TREMOR VIDEO TIIALII 23% 22% 21% 20% 17% spotxchange auditude hulu 12% Microsoft VIacOM 13% 8% 8% 8% Airtime The cost of airtime depends on the network, duration, time of year, and timeslot. The average price per 30-second spot in Q1 2011 for the "Big Four" networks was: FOX CBSO abc NBC $97,837 $74,431 $188,974 $113,842 Television Commercial Durations Constructing a Script Creating a unique script can set a commercial apart, but most commercials follow a traditional format. A 30-second commercial should follow a framework listeners have grown accustomed to hearing: Tag Line Introduction 2.5 2.5 Seconds Seconds Closing Remarks Script Seconds Reinforce Message Key Message 10 10 Seconds Seconds 15 Seçonds 60 Seconds • Effective for with high brand-recognition • Offer information on b Provides basic information about the business 30 Seconds Monologues or conpenefite Preferred length for i products, and unique Leave enough space in your copy for music, transitions, disclaimers, and tags during the beginning and end of each commercial. Consider using the following word count guidelines: products and servi • Offer enough time to identify a problem, provide a solution, and offer dramatic assurance ervices selling points • 30-Second Spot: 65-100 words • 60-Second Spot: 130-200 words Rates & Prices Production • In 2008, 62% of national commercials in the American Association of Advertising Agencies' database, were 30 seconds in length, at an average cost of $342,000. • The average thirty-second ad took 9+ hours to shoot in a studio and 11 hours on location. • In 2008, talent costs were 18% less than 2007, costing $14,000 per spot. Commercials using on-camera principals averaged 4 on-camera principals; commercials using extras averaged 14 extras. Television Voice Talent Professional voice talent can offer industry experience, artistic interpretation of your script, and access to usęful audio production equipment. Rates may fall into the following categories: Average cost per category type across :15, :30, and :60 spots $100I $100 I $100 $100 I $100 T $100 T $100 $100 I $100I $100 I $100 $100 $100 $100 $100 S100 S100 S100 $100I S100 S100I $100 S100 S100 S100 S100 I S100 $100I $100T $100 $100 :15,:30 or :60 Second Spots TV Commercial: Local/Regional :15,:30 or :60 Second Spots Public Service Announcement on Television :15,:30 or :60 Second Spots 05,15 or :30 Second Spots :15, 30 or :60 Second Spots TV Commercial: NYC, LA, Chicago TV Station Promotion / Station Imaging TV Commercial: National Network Pioneers & Key Developments Super Bowl XXXV - The most expensive ad spot was sold at $2.4 million per MuchMusic in 2002, the Lipton Ice Tea Green produced the longest television commercial which ran 24 minutes USA Network aired 30 seconds to NBC shortest commercial ever produced, a half a frame (1/60 second long), was aired to promote the channel. Bulova Clocks paid $9 the first infomercial for Herbalife in the network. It aired during the game's transmission on January 28, 2001. for the first television commercial placement fall of 1984 1941 1984 2001 2002 2005 BULOVA Usa XXXV- MUCH Lipton network Statistics & Trends SUN FEB 2011 Television advertising grew to $59 billion in 2010, up 9.7% over the previous year. 26% of Super Bowl.viewers claim they watch the game for the commercials. In 2011, the average cost of a prime time televisión commercial spot cost about $110,000, up 5% over the previous year. Adweek.com | Bulova.com | comScore | eMarketer.com | NPR.org| The Retail Advertising Marketing Association | ZenithOptimedia Advertising Expenditure Forecasts | Nielsen| MarketingCharts.com | Voices.com Sources: Sponsored by: Voices.com