The average cost to produce a professionally made 30 second national TV commercial typically ranges from $25,000 to $100,000. Regional or local TV ads range from $5,000 to $25,000.

Factors impacting the costs include:

• Level of post-production editing and effects
• Use of high-end professional equipment
• Filming on location vs. in-studio
• Celebrity or influencer talent fees if applicable
• Total number of ad versions needed
• Experience level of the production company

30 seconds is the standard-length companies aim for when creating TV ads. However, costs scale up or down depending on whether you want commercials that are 15 seconds, 60 seconds, etc.

In addition to production costs, buying the airtime to run commercials can cost $200 to $5,000+ per spot depending on factors like time slot, channel viewership, and region.

We’ll break down typical production, talent, editing and airtime costs in more detail later in this guide. But in most cases, businesses should budget at least $50,000+ to produce and run a professional TV ad campaign in a metro area. National campaigns easily reach $500,000+.

While not cheap, television advertising can provide unmatched brand visibility when executed effectively and targeted strategically. Read on for a full breakdown of the pricing, costs and tips to maximize your TV advertising ROI.

What goes into creating a TV commercial? Here are typical elements that make up production costs:

The planning and logistics requires coordination and resources.

• Creative concept development – writing the script and framing visuals
• Storyboards illustrating ad scenes and flow
• Recruiting talent – actors, voiceover, crew
• Location scouting for filming spots
• Props, costumes, and set design
• Permits, insurance, and contracts

The filming and raw footage capture is equipment intensive.

• Professional camera rentals – cinema, drone, steadicam, lenses
• Lighting – both on set and for post-production editing
• Director and camera operators
• Set builders, grips, boom mic operators

Extensive editing and polishing goes into finalizing the commercial.

• Video editing – splicing together footage, adding graphics/text
• Color correction, visual effects, animations
• Licensed background music or jingles
• Sound engineering – dialogue clarity, audio mixing
• Closed captioning insertion if needed
• Format deliverable masters for networks

When totaling all these elements, it’s easy to see how producing a polished TV ad can run $20,000 to $100,000+ for 30 seconds. Regional ads may allow cutting some corners to hit minimum professional standards for $5,000 to $25,000.

But the level of craftsmanship and polish directly impacts performance and ROI.

Another major cost component is recruiting and paying talent – both on-screen and behind the scenes:

On-Camera Talent Fees

• Actors – $500 to $5,000+ per day depending on experience
• Celebrity talent – $10,000 to $100,000+ for big names
• Model talent – $500 to $5,000+ per day
• Voiceover artists – $250 to $2,000+ per voiceover
• Extras – $200 to $500 per day

Off-Camera Crew

• Director – $2,000 to $10,000+ per ad
• Producer – $750 to $5,000 per ad
• Writers – $500 to $2,500 per ad
• Camera operators – $300 to $2,000 per day
• Editors – $300 to $750 per day
• Set builders – $200 to $1,000 per day
• Other crew – $150 to $750 per day

Securing professional on-air talent and an experienced production crew pays off in polished, engaging ads. But their daily rates quickly add up on top of other production expenses.

Many variables influence the overall investment required to produce a TV ad:

Filming outdoors or at a real location is more complex and expensive than a studio shoot but looks more authentic.

Basic editing and music can suffice for simpler commercials focused on the message. But extensive effects, animations, and polishing gets costly.

15 second spots cost notably less than a traditional 30 second ad with double the concepting, filming and editing time.

Creating a series of commercials instead of just one requires multiplying the production effort across each unique script and visual approach.

The longer the desired filming schedule, the greater the expenses accumulating daily for crew, equipment, locations, etc.

Top tier production houses cost more but also deliver premium quality ad content.

Evaluating these cost drivers enables keeping budgets on track. Let’s examine media buying next.

In addition to production costs to create the actual commercial, you need to purchase airtime slots to run the ads on TV channels.

Factors impacting airtime rates include:

• Daypart – Daytime, primetime, overnight
• Network popularity
• Show viewership
• Region – Local vs national
• Number of spots purchased
• Season – Rates fluctuate based on demand
• Length – 30s vs 15s
• Package options -Bulk buys can offer discounts

Airtime is purchased based on gross rating points or GRPs – the percentage of your target audience reached multiplied by number of ad spots. Common metrics include:

• CPM – Cost per thousand viewers reached
• Share of Voice – Your % of total ads in a given timeslot
• Frequency – How often the average viewer sees your ad

Media buyers aim to maximize reach and frequency effective within budgets using these metrics.

While complex, at a basic level, primetime spots on major networks range from $10,000 to $600,000 per showing. Compare that to local morning spots for $200 to $1,000.

Work with an experienced media planner to optimize your TV ad scheduling and achieve the best results efficiently.

National TV Advertising

• Broad reach across all major regions
• Provides full coverage for brands with a national presence
• Ability to use major networks like ABC, NBC, Fox, CBS
• Higher production quality is expected
• Most expensive at over $300,000+ for productions and extensive media buys

Local TV Advertising

• Targeted metro area markets
• Good for brands with a regional presence
• Lower production costs – around $5,000-$25,000 per commercial
• Airtime costs $25 to $2,500 per local spot
• Easier to stand out as a big fish in a small pond

While national campaigns provide unmatched scale, targeted local TV ads in key metro regions you serve can be very effective for a fraction of the costs.

TV ads excel at rapidly building awareness of new products due to their broad reach, sight, sound and motion. Some effective strategies include:

• Hook viewers quickly – Capture attention immediately with questions, stats or demonstrations.
• Show product in use – Depict people interacting and benefiting from the product.
• Convey your USP – What makes the new product unique or better than alternatives?
• Build excitement and desire – Use emotions like humor, joy, or pride connected to ownership.
• Motivate response – Provide a strong call-to-action.
• Reinforce across channels – Run coordinated social and website ads driving to a landing page with more details.

With large upfront production costs, new product launches warrant sizable TV advertising budgets to cut through the noise. But used strategically, TV excels at driving awareness widely and fast.

Here are some tips to keep TV advertising affordable on a small business budget:

• Partner with other brands in your industry to split production costs for a joint commercial
• Use local cable channels instead of big networks to save on media rates
• Stick to off-peak overnight or daytime spots for lower airtime costs
• Limit shoot days, revisions rounds, and over-the-top effects
• Film on location but keep concepts simple – rely less on sets, props, etc
• Hire less expensive but still credible talent – avoid celebrity names
• Purchase spots far in advance during seasonal lulls to lock in discounts
• Repurpose one quality commercial across longer flights – no need for constant creative refreshes
• Consider targeting multiple regions rather than entire states to save media dollars

While still a significant investment, following these best practices allows smaller brands to get their message on TV effectively.

Daypart refers to the time of day commercials run. Here are typical rate ranges for national commercials:

• Overnight (1am – 6am) – $500 to $2,000+ per spot
• Daytime (9am – 4pm) – $1,500 – $7,500+
• Fringe/Early Evening (5pm – 7pm) – $2,500 to $15,000+
• Primetime (8pm to 11pm) – $8,000 to $300,000+

Overnight and daytime spots are more affordable. But also deliver lower viewership. Primetime offers huge reach despite steep prices.

Evaluate number of viewers and attentiveness against media cost when selecting dayparts. Avoid spending big on spots people may not be actively watching.

Impressions refer to the number of viewers exposed. A common metric is CPM or cost per thousand impressions.

Typical national TV CPMs range from:

• $10-$25 per CPM overnight
• $20-$50 per CPM daytime cable
• $50-$150 per CPM broadcast primetime

For local spots, CPMs may range from:

• $10-$50 per CPM overnight
• $30-$150 per CPM morning/evening news
• $50-$300+ per CPM primetime

When buying spots, negotiate to optimize CPM while reaching your ideal audiences at effective frequency. Work backwards from targeting goals to inform budget.

Total costs increase exponentially beyond producing the commercial based on airtime needs.

Some typical TV campaign budget ranges:

• Local business campaign – $20,000 to $75,000+

Covers producing one 30 second local spot and securing a modest local airtime schedule.

• Regional campaign – $75,000 to $200,000+

Creates multiple ads customized across a few key metro regions along with airtime nationally.

• National Brand Launch – $500,000+

Robust production of numerous long and short form creative versions and extensive national airtime flights.

• Lead Generation Campaign – $300,000 to $1 million+

Brand response/direct-response spots with dedicated airtime aimed at driving inbound leads or sales.

TV remains one of the most expensive marketing channels. But also generates tremendous brand visibility when executed effectively. Define your campaign goals and targets, then work backwards to build an appropriate budget.

Beyond buying airtime, investing in compelling creative improves performance. Keep these tips in mind:

• Identify a single focused message – Don’t try to cram too many ideas or offers.
• Convey your USP simply – Why you versus competitors? What makes you unique?
• Appeal to emotions – Use humor, joy, pride, etc to build an emotional connection.
• Highlight benefits clearly – Don’t just state what you offer – convey the value customers gain.
• Use believable real people – Avoid overly slick stock-like actors whenever possible.
• Leverage sight, sound and motion – Take advantage of what the TV medium offers.
• Motivate responses – Include a clear call-to-action via phone, site, store.
• Be memorable – Stay top-of-mind after the commercial ends via distinct slogans, jingles, etc.

With so much competing for viewer attention, creatives that quickly punch through are essential for TV ad success.

Pros of Television Advertising

• Broad reach, especially for mass consumer products
• Strong brand building via sight, sound, motion
• Attribution easier than some channels
• Authoritative – conveys legitimacy
• Drives awareness rapidly for new products
• Geographic and demographic targeting

Cons of Television Advertising

• Very expensive production and media costs
• Difficult to measure direct-response
• Less customizable targeting than digital
• Less interactive than online video
• Short shelf-life of commercials
• Clutter from competitor ads

TV shines for raising brand awareness but is less precise than digital. Make sure goals align with ability to track ROI.

Here are answers to some frequently asked questions small business owners have about TV advertising costs:

How much should a small business spend on TV advertising?

$20,000 – $75,000 can cover a quality local TV ad along with a metro area media buy. Regional and national costs increase exponentially.

What is the most cost effective length of a TV commercial?

30 seconds is standard. 15 sec ads reduce production costs but also offer less time to make an impression. Avoid anything shorter than 15 seconds if possible.

How much do TV actors cost?

For small business ads, look for talent in the $500 to $2,000 per shoot day range. Avoid expensive celebrities unless they are personal friends willing to do you a favor.

How many times should a TV ad run?

Usually aim to hit at least 70% of your target audience 3-5 times over a flight. Negotiate a package hitting effective frequency levels within your budget.

Can I get a breakdown of production costs before hiring a production company?

Yes, reputable production firms will provide a detailed estimate and treatment for concepting, filming, editing, music and delivery costs for your review before moving forward.

What is the difference between radio and TV advertising costs?

Radio spots are far less expensive – typically $500 to $2,500 to produce with airtime from $20 to $500 per slot. The visual component of TV demands higher creative production and airtime rates.

If planned and negotiated carefully based on campaign objectives, even small businesses can usually afford some level of TV advertising that delivers results.

While not cheap, television advertising offers unparalleled brand-building at scale. With the right creative and targeting, TV expands awareness rapidly.

To recap:

• TV ad production costs typically range from $25,000 to $100,000+ at the national level for 30 seconds.
• Local TV spots can be produced for $5,000 to $25,000.
• Major factors impacting costs are concept complexity, amount of editing and post work, number of versions, and talent.
• Buying the airtime slots adds a significant additional investment on top of production.
• Daytime and late-night spots are most affordable with lower demand. Primetime costs a premium.
• Following best practices for budgeting and negotiating can make TV reachable for many small businesses at some level.

Don’t immediately write off television advertising. With smart planning and execution, you can tailor campaigns to achieve branding goals across key regions and demographics.