Affordable production
There is a misconception that TV production is confusing and expensive. This is simply not the case. Developments in technology have reduced costs and with an abundance of specialist production companies across the country, the whole process can be stress free, targeted, effective and exciting.
Let’s make your brand famous.
TV Production Made Simple Frequently Asked Questions
I don’t have an ad agency, who do I speak to?
There are now many independent production and fully integrated planning, buying and production agencies that can work across a wealth of budgets. We can help you find a contact that has experience within your field and budget range.
What is the role of production companies in my campaign?
The answer is as much or as little as you want or need.
Ad/creative agencies can manage the whole process for you, from creative ideas, storyboards, booking actors/voiceover artists, licensing and trafficking to delivering the final ‘copy’ in the correct format to the broadcaster. In summary, they can manage as much or as little of the process. It's up to you.
If you have a creative idea and have clear marketing objectives, any ad/creative agency can work with you and your ideas to bring this onto TV.
What is the production process?
Every campaign is different, however, here is an example process.
Example ad process
1. Define your key marketing objectives
Be clear on your marketing objectives, what do you want to achieve?
2. Brief in a production company
What do you want to achieve? How do you want your product to be perceived?
3. Example concepts produced
Based on the brief, a number of concepts are put together for advertiser approval. These concepts could include scripts, storyboards etc.
4. Concept approval
Advertiser to decide on concept.
5. Concept submitted to Clearcast
The ad agency will submit the idea, scripts etc. to Clearcast for initial/concept approval.
6. Pre-production meeting
Voiceover artist, actors, graphics decided.
7. Filming starts
8. Editing
With discussion and approval from advertiser.
9. Final editing
10. Final approval from advertiser
11. Submitted to Clearcast for final approval
12. Playout to TV stations
How much does production cost?
An ad agency will work with your budget. In our experience, production can cost as little as £2,000 and rise to in excess of £1m (if you require exotic overseas locations and top named star personalities)!
Simple graphic ads tend to be cheaper. As a general rule, we recommend that you spend between 10-15% of your TV media budget on production.
How long can my ad be?
All TV commercials are a division of 10 seconds, however most advertisers will run 30 second ads.
When deciding the length of your ad, it's worth spending some time considering what you need to say. If you need to describe a product or service, is 20 seconds enough time to do this? The production company will be on hand to advise fully on this depending on your message.
It's recommended that an online ad (VoD) is a maximum of 20 seconds.
How quickly can my ad be made?
Most ad processes can be finished within 4-6 weeks although this is not set in stone. A simple graphics ad can be ready within a couple of days and some big shoots can take months.
You might need to plan when to film your ad. For example, if the creative requires sunny weather it will need to be filmed during the summer or in warmer climes.
Can I adapt an old ad or press ad?
Yes, you can adapt an old ad. It's easy to change a voiceover (perhaps to a regional or UK accent) or change a few frames. This can often be a cheaper alternative to making a whole new creative.
It's easy to adapt stills and graphics from a press ad and again, this will reduce your costs.
TV creative can be used and ‘cut’ into sponsorship credits, however, once your credits have been aired, your old creative cannot be used for spot advertising again and a new ad will need to be made.
Clearcast, what do they do?
Clearcast is responsible for the pre-transmission examination and clearance of TV commercials in the UK. They offer guidance to commercial broadcasters to ensure that commercials are not misleading, adhere to ASA regulations etc.
See for more information www.clearcast.co.uk/clearcast