A guide to producing a television commercial - why advertise on televison, the production process and the costs involved.

Television commercials

For many companies advertising on television has never been regarded as a possibility, but now this is an option that is much more accessible than ever before!

Peak Vision TV can produce a quality commercial to promote your products or services. We are used to working to broadcast standards and regardless of whether a production is for broadcast, we follow the same stringent quality control procedures based on standards published by the EBU (European Broadcasting Union).

Why advertise on Television?

• television is a powerful means of reaching a much larger market than many other forms of advertising



• television is an effective means of targeting both existing and new customers



• television advertising can be directed at a defined market audience



• television advertising instills the viewer with confidence in a product merely based on the fact that it was seen on television



• television advertising has a lasting effect on the consumer's views (familiarity produced by seeing and hearing brands names on television will often effect choice of purchase).



• research shows that television advertising often leads to an immediate boost in sales.

How to advertise on television

Peak Vision TV can make the process of producing your own commercial straightforward and enjoyable, whilst remaining cost-effective. We provide a friendly but professional service, giving our expert advise on the choices you need to make in order that it is of the best quality and achieves your objectives.

There are 5 basic stages in producing a commercial:

1. Initial meeting with the client:
   
   to determine the main factors in developing the commercial such as
   
   
   
   • the main objective
   • the target audience
   • the main point to be made
   • the duration
   • the budget
   
   
   
2. Script development:
   
   The draft script is produced incorporating the approach and ideas already agreed on after the initial meeting (re. locations, actors, music etc.). The script will be amended as necessary as ideas are developed, resulting in a working document covering all visual and audio elements of the production.
   
   Once the script is approved by the client, a copy is sent to 'Clearcast' (previously the BACC)* for clearance. Clearcast will advise us on any amendments required and we will produce an amended script if necessary, which will be presented to the Client for approval.
   
   However, where time is limited we may decide to submit a draft copy of the script prior to the final script being produced and agreed on.



3. Production:



Final arrangements will then be made for shooting and graphics and/or animations developed. Shooting will take place and all the necessary footage acquired.



4. Post production:


The footage will then be edited, and a soundtrack , usually comprising of music, voice-over, and special effects, will then be added as required.

Client approval will be sought at stages appropriate to the development.


5. Clearance:


The client approves the commercial, agreeing that the set objectives have been achieved and that the client is happy for the commercial to be broadcast.

Then a copy of the commercial is sent to the Clearcast for final clearance.

Once the clearance is granted by Clearcast we will provide you with a Master of your commercial ready for you to submit to your chosen broadcaster.


* Clearcast check television commercials for compliance with the BCAP Television Advertising Standards Code and Clearcast's Notes of Guidance.

What is the cost of a television commercial?

This is usually the first question we are asked. However, there is no such thing as a standard answer to 'how much is a commercial?' The cost is dependent on a number of key factors and can be divided into two distinct categories - Production Costs and Broadcasting Costs.


Some of the factors influencing the Production Costs are:

• how simple or elaborate the commercial is to be) ie. a lot of special effects will put the price up).
• the choice of music (ie. copyright can be expensive if a particular piece of commercially produced music is required).
• whether actors are involved
• the number of locations

For more information on the cost of producing a television commercial call us on 01629 55817.


Some of the factors influencing the Broadcasting Costs are:

• the target audience
• the length of the commercial
• the time of day it is to be transmitted
• the choice of broadcasting network
• the frequency of transmission

Note: the broadcasting of television commercials is not undertaken by Peak Vision TV. We are solely responsible for the production of commercials but the transmission of commercials is a separate issue for which you need to contact a broadcaster directly.