How to Make a TV Commercial (That's Worth Its Investment)
So, you want to create a TV commercial? Then you must know the value of commercial ads hasn’t gone extinct. Even though watching styles are shifting from linear TV to digital streaming platforms, TV commercials are still being served across both. In fact, their combined TV ad budgets are forecasted to reach nearly $100 billion by 2027, a $20 billion jump in ad spending from ‘23.
Why? Because tried and true TV ads continue to provide a unique platform for large and small businesses to get in front of their key demographic. They take center stage on the screen, outside social platforms, where endless scrolls and skips are more accessible.
But the question is, how do you make a commercial that’s worth the investment? One that actually boosts brand awareness increases engagement and drives measurable returns. Well, it requires more than a videographer and a budget.
Memorable commercial ads require planning, creativity, and a commitment to high production value. But it all starts with your unique concept. From there, video production professionals can handle the logistics of bringing that vision to life, ensuring that every aspect, from pre-production to the final edit, is carefully crafted for impact.
Let’s break it down step-by-step!
TV Commercial FAQs
-
Production costs can range widely based on factors like concept complexity, location, talent, special effects, and post-production needs. A small-scale local commercial can cost anywhere from $5,000 to $25,000, while high-end national campaigns can exceed $500,000 or more. Working with an experienced production company helps ensure you get the best value for your budget.
-
The cost of airing a TV commercial depends on the network, time slot, location, and viewership. Local TV spots can range from $500 to $5,000 per airing, while national prime-time ads can cost hundreds of thousands or even millions of dollars per airing (think Super Bowl ads). Targeting digital streaming services and connected TV platforms can offer more affordable alternatives with precise audience targeting.
-
Working with a professional video production company ensures your commercial meets broadcast standards, looks high-quality, and resonates with your audience. Production teams handle everything from concept development and scriptwriting to filming, editing, and post-production. Investing in expert production ensures that your TV commercial is worth every penny.
-
Production timelines vary depending on the complexity of the project. A simple commercial may take 2-4 weeks from concept to final edit, while more elaborate productions with custom sets, special effects, or multiple shoot locations can take several months.
-
Most TV commercials fall into standard time slots of 15, 30, or 60 seconds, with 30-second ads being the most common. Shorter 15-second ads work well for reinforcing brand messaging, while 60-second ads provide more storytelling opportunities but are typically more expensive to air.
-
Not necessarily. Some brands prefer to use real employees, customers, or animated visuals instead of professional actors. However, using trained actors can help deliver polished performances and elevate production quality.
-
Yes, if done strategically. Local TV advertising can be a great way for small businesses to reach their community and build brand awareness. However, maximizing your budget with a well-produced commercial and a strong media strategy is essential. Small businesses can also extend their reach by repurposing TV ads for social media and online marketing.
-
TV commercials are designed for broadcast and cable television, while online video ads run on YouTube, social media, and streaming platforms. TV ads generally have stricter time constraints and content guidelines, whereas online ads offer more flexibility and targeted reach based on viewer behavior. Many brands create one commercial and adapt it for multiple platforms to maximize exposure.
-
Absolutely! A well-produced TV commercial provides valuable video assets that can be used for social media, YouTube ads, website content, and digital ad campaigns. Shorter clips and high-quality stills can help extend the value of your investment. You can do this in-house with editing software, or have your video production company deliver multiple cuts for each platform.
Step 1: Storyboard a Concept That Captivates
An effective commercial begins with a great concept. The concept should connect the audience to your product in a way that sticks with them. Start by determining the message and motivation for your TV commercial—is it a best-selling product, new location, or promotional campaign?
Then, define your message further through these questions:
What problem are you solving? Every great commercial addresses a need, pain point, or desire.
What’s the emotional trigger? Emotion fuels engagement. What emotion will you tap into to tell your message: Humor, nostalgia, suspense?
What’s the moment that sticks? The part people talk about later. The detail that lingers.
Once you have your concept, perhaps some storyboarding and scriptwriting, it’s time to bring in video professionals and lock in the vision. Hiring a video production company during this pre-production phase will be key to understanding the budget and organizing the production needs.
Step 2: Hire A Video Production Company (Invest in High-Quality Video)
Visual and technical quality can make or break a TV ad, so you’ll want to hire a professional video production company to ensure the quality stands out amongst the standards in television. The earlier you find your production team, the better because they will be key to understanding the budget and organizing the production needs of your vision.
When onboarding a full-service video production company, they will help tie up loose ends of your storyboard and start actioning what’s needed for the production phase. This can include anything from acquiring the appropriate film equipment to casting talent and building the shot list and production schedule.
Video production projects come in all shapes and sizes, but TV commercials usually involve pulling out all the bells and whistles to make something spectacular. This means not cutting corners on the core elements of high-quality video production:
LOCATION & SET DESIGN: Securing the perfect set location and even bringing in a production designer to help immerse viewers and build on the story elements. Whether shooting for a chaotic morning in the family kitchen or a day out on the slopes, the setting and visual elements must be there for the story to stick.
CASTING & DIRECTING: Strong performances and a good storyline bring authenticity to a commercial. From casting to directing, the video production company wants to align the characters, their delivery, and on-screen energy with your brand’s message.
CINEMATORGRAPHY, LIGHTING, & SOUND: A high-end look starts with expert cinematography. Proper lighting, shot composition, and camera techniques all transform a simple concept into a visual experience. Further, crisp audio is just as important as sharp visuals. High-quality sound, effective voiceovers, and the right music choice enhance the commercial’s emotional impact.
Step 3: Perfect the Final Edit in Post-Production
The post-production process determines how well a commercial flows and adds the special touches that bring the whole vision to life. A sharp, well-paced edit holds your attention and enhances the storytelling elements of the ad. Professional video editors not only clean up the raw footage but further refine the message and polish it into a final product that viewers will remember.
Key elements of strong editing include:
Tight pacing and transitions that keep viewers engaged from start to finish.
Music and Sound effects that enhance the storytelling (or maybe you have your own jingle).
Color grading enhances the mood and branding.
Graphics and motion design to emphasize key information and the brand’s logo or mascots.
Step 4: Maximize Impact With Smart Distribution
Even the best TV ad won’t be effective if your target audience and demographic never see it. A well-planned media and distribution strategy ensures that your ad reaches the right people at the right time.
CHOOSING THE BEST CHANNELS: Placing your commercial on the right TV inventory is key. A spot on a prime-time network will reach a different audience than a targeted streaming ad. Expanding distribution to digital platforms like YouTube and connected TV services increases visibility and extends the commercial’s lifespan.
TIMING & FREQUENCY: Repetition builds brand recognition. A single airing may not make an impact, but strategic scheduling ensures that your ad gets enough exposure to leave a lasting impression.
TAKE YOUR ASSETS DIGITAL: A high-quality commercial is a powerful content asset that can fuel your brand’s digital marketing strategy and ad campaigns. Repurposing your content across social media platforms and marketing campaigns expands your reach and maximizes the value of your investment.
Here are a few ways you can amplify your commercial’s impact online:
Short-Form Social Media Ads, YouTube, & Pre-Roll Ads: Edit your commercial into bite-sized video ads for Instagram Reels, TikTok, LinkedIn, Facebook, and YouTube Shorts to capture mobile audiences. You can also run your ad as a targeted pre-roll campaign before relevant content on YouTube to drive even more brand awareness.
Behind-the-Scenes Content: Share bts clips from the production process, especially if you want to build anticipation for an upcoming promo or new launch. With simple video editing, you could assemble a fun pre-launch BTS video to engage followers and create excitement with your audiences.
High-Quality Stills: If you decide not to have a photographer on set, your marketing team can pull stills from your commercial for social media ads, website banners, and promotional materials. If you need new photography, let your video production team know, and they can bring a professional photographer to these leverage shoot days to capture high-quality product stills, team portraits, lifestyle images, etc.
Website & Landing Pages: Feature video on your website, either prominently on your homepage or a dedicated landing page for your campaign.
Final Thoughts: Craft with Confidence, Make an Impact
A well-executed TV and digital campaign allows your brand message to reach audiences across multiple platforms, reinforcing your identity and driving engagement wherever your audience spends their time. It’s a strategic investment in your brand’s visibility and reputation.
However, sloppy production and weak messaging won’t get results. The production quality, storytelling, and execution determine whether your message is remembered or overlooked. Investing in a well-crafted commercial means making an impact, standing out from the noise, and building long-term brand recognition.
At Noble Bison Productions, we produce commercials that do more than fill airtime. Our team specializes in cinematic, high-impact storytelling that turns ideas into memorable ads. Your brand deserves a commercial that works. Let’s create something that people will actually remember!
NEED A HIGH-QUALITY TV COMMERCIAL?
The Noble Bison team would love to hear about your project. Use our contact form to get in touch, or learn more about our commercial video production services here!
Interested in more reading? You may like these blogs
