How Much Do Television Ads Cost?

This is a great article explaing the ins and outs of making and airing a local commercial. Author Unknown.

Television Advertising Costs - A Primer
How much does a TV advertising campaign cost? Many entrepreneurs assume television is incredibly expensive and don't even consider it. The reality is that it's worth learning more about television advertising costs. Advertising on television may be more economical than you might think.

Sooner or later, every entrepreneur is tempted by the allure of television advertising. Yet most will never seriously explore the possibility of promoting their product in a TV commercial because they assume it is cost-prohibitive. But is that really true? Is television advertising cost-prohibitive for small- to medium-sized business owners? The answer is, well, complicated.
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When pricing a television commercial, you need to weigh the costs of two separate things: (1) the cost of producing the commercial, and (2) the cost of airing it.

It has been estimated that the average cost of producing a 30-second national TV commercial is nearly $350,000. But before you panic, understand that like any other form of advertising, a television commercial can be as simple or as complicated as you want to make it. Not surprisingly, the cost to produce the commercial goes up as the quality and complexity of the commercial increases.

Small- to medium-sized businesses cannot afford to invest $350,000 in a single commercial. But, decent quality TV commercials can be produced for as little as $1,000 if you know where to look. The best place to start is with freelancers or small production agencies.

A word to the wise: Some local television stations may offer to produce a commercial for you at a highly discounted (or even free) rate if you agree to advertise on their station. Don't do it! The quality of these commercials is usually very poor compared to those that are professionally produced. A poorly produced commercial can have a highly detrimental effect on your television advertising campaign's effectiveness and may leave viewers with the idea that your company is cheap, cheesy, and out of touch.

The second cost involved in television advertising is the price you will pay to run your commercial. Commercial time is sold in 30-second spot blocks. The cost of a 30-second spot varies according to the number of viewers expected to be watching it.

The standard half-hour of television contains 22 minutes of program and 8 minutes of commercials - 6 minutes for national advertising and 2 minutes for local. National advertising is obviously your most expensive option, but even then the rates vary by Nielsen-rated viewership. Highly-watched programs can command rates in the millions of dollars. For example, a 30-second spot during the 2005 Superbowl sold for $2.4 million. Commercials during less-watched programs are more affordable, but the cost of those commercials may still run in excess of $100,000 per 30-seconds.

Most small- to medium-sized business owners find that local advertising fits better with their budgets and marketing goals. A 30-second time slot in a medium-sized market can be purchased for as little as $5 per 1,000 viewers, meaning that you could easily expect to pay less than $100 per commercial slot. Even cheaper rates may be available for off-hour programming.

The best advice is to avoid surprises by checking out how much it will cost to air your commercial locally before you shell out the money to have it produced.

A Video Producers Take on the Luzerne County Judge Election

As a video dude, I followed certain aspects of the Luzerne County Judge Election closely, since I was hired by Richard Hughes’ campaign to shoot some web videos and set up his YouTube site. Keep in mind that I am not taking into consideration radio, newspaper, billboard, or signage here, just video and internet media. I thought I might share my observations with anyone interested.

Of the top 3 vote getters in the Primary Race for Luzerne County Judge, all used
A. TV commercials
B. Websites with videos on them
C. Social media.

Television, first and foremost, shows people what the candidate looks like, how they speak, and act. No other form of media can tell you more about a person in 30 seconds. Most candidates air their commercials on local newscasts because that is what most voters watch. Spots on WNEP and WBRE run about $1000 a pop. I’m surprised that no candidates ran their ads on lower cost cable outlets like CNN, MSNBC, or other cable news shows. Spots run only $5 to $15. Granted, the audience is a lot smaller, but if you only have $1000 to spend, it can be aired a lot on cable. Television is essential with this many candidates in a single race.

Websites are essential. They are available for people to get information about the candidate 24 hours a day, seven days a week, or for those of you with A.D.D., 24/7. Add the fact that you can now ad video or a link to video, and you have a potent marketing tool. If you have video and don’t put it on your site, shame on you! I told one of the prothonotary candidates that if one of them put a video up on YouTube that explained what a prothonotary did, they would win. Well no one did, and I still don’t know what a prothonotary is. Is it a courthouse pharmacist or something?

Social Media is here to stay. Because Tina Polachek Gartley spent the least out of the three top candidates, it gives me an indication of just how important new technology and the young people using that technology is to the election process. Social Media (FaceBook, MySpace, Twitter) is a cheap form of communication that can bring people together almost instantly.

The most alarming thing I came away with from studying this election is this - The Quality of the Commercial Doesn’t Matter! Yes folks, good production values, finely crafted lighting, modern editing techniques, all the things I’ve been striving to excel at as a video producer don’t mean Jack Squat! If you look at the top two vote getters commercials, you’ll find examples of bad composition, poorly designed uneven graphics, and unflattering lighting. Maybe it’s the message and how the candidates deliver it that is the most important part of video, though it breaks my heart!

Here is a rundown on how I thought the candidates and their teams performed using video and internet marketing. …and remember, hind sight is 20/20.

Bill Amesbury
TV Commercials: 3 commercials. Poor, unflattering lighting on 2 of them. The spots ran early and often.
YouTube: None
Social Media: Good use of FaceBook account
Website: Nice website with videos
Overview: Despite his commercials looking like they were filmed in an Al Qaeda cave, they were effective because there was a variety of them, and he addressed the camera directly, engaging the audience.

Tina Polachek Gartley
TV Commercials: 1 commercial. Lighting was unflattering and the graphics and editing were choppy.
YouTube: 2 Videos, one homemade and one from the Times Leader
Social Media: The most use of Facebook in all the campaigns. Almost too much, I wanted to turn my spam filter on. Tina even Twittered!
Website: Nice Website with videos
Overview: I think the FaceBook activity really elevated this campaign. It got the volunteers organized cheaply and effectively.

Richard Hughes
TV Commercials: 2 spots, decent quality (I didn’t make them) They ran a little late in the campaign.
YouTube: I set up his YouTube Channel. I had all his commercials, the Sam LeSante Show appearance, and an announcement and interview video..
Social Media: Good active use of FaceBook account.
Website: Nice website with video.
Overview: A well rounded campaign. I think Richard should have spent more on TV ads, and a lot earlier that the last week of the election.

Joe Musto
TV Commercials: 2 or 3 spots. Good production.
YouTube: 2 commercials and announcement video
Social Media: Had Facebook account, but didn’t do anything with it. I requested Joe as a friend. He dissed me, and since he had no friends, I’m guessing the powers that be didn’t think the Facebook was important to maintain.
Website: Nice site with video
Overview: A nice well rounded campaign

Joe Sklarosky
TV Commercials: 1 TV Spot. Nice production, but everyone looked stiff.
YouTube: None
Social Media: He had a FaceBook account, but didn’t do anything with it. I requested Joe as a friend. He dissed my request.
Website: Nice website with video
Overview: His TV spot needed to be warmer and friendlier, and Joe needed to talk to the camera instead of the 4 second side angle shot of him with his family. Plus, he needed more Facebook activity.

Mike Blazick
TV Commercials: None
YouTube: None
Social Media: None
Website: Nice site, but the video of Mike on his site sputtered, making it difficult to watch. I even emailed his campaign to let them know and the problem was never fixed.
Overview: Signs and billboards are not enough to win a campaign.

Gene Sperazza
TV Commercials: Nicely produced spot but didn’t show the candidates personality
YouTube: None
Social Media: Had a MySpace and FaceBook site but didn’t utilize use them
Website: Nice website with video. An earlier video on the website had him addressing the camera, but he looked stiff.
Overview: Gene spent the most money for the longest period of time. I would have liked to see him do a spot with his family. More attention should have been paid to FaceBook. Why have social media sites if you don’t use them. They’re important.

Daniel Zola
TV Commercials: 3 Spots for cable in Hazleton only. More like Powerpoint presentations, not very engaging.
YouTube: None
Social Media: None
Website: Simple website, with the TV spots put up late in the campaign.
Overview: I know Dan can fold his arms, because that is the only image I’ve seen of him throughout the entire campaign.

C.J. Bufalino
TV Commercials: 3 TV commercials, good production. They ran often.
YouTube: His ad agency had his commercial on YouTube, but not a specific “Bufalino” channel
Social Media: Little use of FaceBook account.
Website: Good website with videos
Overview: Good, well rounded campaign.

Molly Hanlon Mirabito
TV Commercials: None
YouTube: 3 homemade videos, poor quality
Social Media: None
Website: Low budget feel with homemade videos. She didn’t even have a professional photograph.
Overview: Low budget, low votes. Unfair, but that’s the way that it is.

Tom Marsilio
TV Commercials: Ran in Hazleton Only. Didn’t get to see them.
YouTube: None
Social Media: None
Website: Low budget feel, no video. At least post the commercials that only the Hazlton people saw.
Overview: Not enough effort as needed to win a campaign

Tony Lumbis
TV Commercials: One or two low budget chroma key spots.
YouTube: Yes, the two commercials
Social Media: Fair use of FaceBook
Website: Nice website with video. It was even available in Spanish!
Overview: Too little, too late. He did make sense in his TV spots.

Joe Terrana
TV Commercials: 3 spots. The best production value of all the candidates.
YouTube: Yes. All the commercials are there.
Social Media: None
Website: Nice Website with video
Overview: A nice well rounded campaign. The TV spots had some thought behind them. Should have done FaceBook.

Jennifer Rogers
TV Commercials: She made 2 decent TV spots but I didn’t see any airing, and I’ve looked.
YouTube: 2 videos, the above, aforementioned TV spots.
Social Media: Fair use of FaceBook
Website: Homemade looking site. I couldn’t get the videos to play
Overview: She has the warmest personality of any of the candidates, but without TV commercials airing, she didn’t use that to her advantage.

Thomas O'Connor
TV Commercials: 2 spots. Tom’s image didn’t come off as flattering as it could have been. He should wear his glasses in commercials.
YouTube: One Poor quality announcement video pittstonpolitics.com., not his own channel.
Social Media: Fair use of FaceBook.
Website: Nice website, but put up too late.

Steve Menn
TV Commercials: None
YouTube: None
Social Media: None
Website: None
Overview: One of two candidates to not have a professionally shot picture of himself/herself. That is at least the minimum requirement. Should have stayed home. My wife thought he was cute though, that’s gotta count for something!

Michael Pendolphi
TV Commercials: 1 or 2 low budget chromakey spots. The kind TV stations will give you free if you spend a certain amount on air time. It's just like buying 4 new tires and getting a car free!
YouTube: None
Social Media: None
Website: None
Overview: Pretty much drove that car off the map. Seemed like a nice guy though.

Why do some political commercials look better?

With 17 candidates running for judge this election, most of them have television commercials airing, and most have some sort of video on You Tube or on their website. But why is it that some look good, and some look cheesy? Let's take a closer look, shall we?

The Message: "You know me, you trust me." was quoted in one spot. Well, what if I don't know you? Now what? Sounds like you're trying to coerce me into something I'm not comfortable with. The message should be clear: Who are you and what are you going to do that's better than the last person who did the job. There are a lot of neat, clever tricks you can do with a script, but few know how to pull them off without looking corny.

Talent: Talent are the people you see in the commercials, the politicians, the friends and family who give testimonials etc. They can be confident and relaxed, or stiff and forced. Let's face it, not all people are comfortable when you stick a camera in someones face. It is the job of the person who is directing the commercial to know how to get the best performance out of these people, and not leave until they get a good, honest take that will set off a spark in the minds of the viewers.

Technical: This means lighting. audio, graphics, and editing. I shake my head every time I see one of the judge spots. The candidate looks like he was filmed in Norman Bates' basement. You know, that one bulb hanging light that revealed Norman's dead mother? I actually takes a lot of time and effort to do good lighting. The reason it doesn't always happen is that the person doing the lighting does not know how to do it or does not take the time involved.

There are some good commercials out there, and there are some stinkers. One thing I noticed is that candidates do not shop around to get the best quality at the best price. They pick a company or someone by word of a buddy, or they hire a high priced advertising agency, when doing a simple Google search will net them 10 phone numbers and websites they could call to get a quote and a better commercial. But were not electing thifty, economical thinkers here, we're electing politicians!

Solid Cactus Knows

Here is a great article from the Solid Cactus eBiz Insider Magazine with all the fact and figures about how video on your website is the way to go. Did I mention that I web videos?


Is Your E-Commerce Site Ready to Go Visual

By Solid Cactus on Mon (1/26/09) in Marketing | 2 Comments

YouTube, Vimeo, and Hulu. Are they just buzz words that have become part of our daily vocabulary or are they related to a better marketing opportunity? We’ve all hopped on the web video train in the past few years, but there are doubts about whether or not e-commerce sites have been making the most of it. New studies and recent reports indicate that adding video to your site can boost conversions, increase customer trust levels, and differentiate your e-commerce site from the competition. If you haven’t used video marketing tactics in the past, it may be time to start using them to boost the performance of your site.

According to Practical eCommerce, 8 percent of the 2.7 billion video ad impressions studied by Google-owned technology firm DoubleClick involved higher levels of user interaction – a vital element in the overall shopping experience. Another study conducted by Innovate Media, an online video production company, showed staggering increases in conversion rates ranging from 12 to 115 percent.

eMarketer also puts online video viewers at more than three-quarters of US Internet users, and estimates that percentage will rise to 88% by 2012 – in short, video is a wise choice for keeping up with the pace.

“Every page on our web site using video converts two or three times more than pages without,” says Todd Holmberg,
co-owner of AirgunDepot.com.

“Some products were gathering dust on our shelves, but we knew they were good products and people would buy them if they could see how they worked,” Holmberg says. “Two of these items are now among our bestsellers in their category. Video is 100% responsible for the change in sales.”

Uploading just any content won’t give you the results that online merchants like AirgunDepot.com are enjoying. Creating a creative, informative, and well produced video will often receive the best response. By making a clear outline of what exactly goes into producing a quality video it’ll be easier to dictate your next move and give you guidelines around which you can design your video project. Let’s take a look at some of the factors.

Content

The first and one of the most vital parts of the video creation process is deciding on the content. Product demonstrations, merchant information, and answering user questions are some of the most popular video formats for e-commerce sites, however, one form of video may work better than others. Decide which type or format of video works best for the message you’re trying to send to your visitors. Then, develop a well-written script that is easy to both perform and understand. Remember, writing for video is much different than other forms of traditional media. Develop a script that uses a conversational tone, short sentences, and gets your message across in as little time as possible. Also, brainstorm ways that you can set your video content apart from the competition. Personal or creative details may be the competitive edge you’re seeking.

Length

Remember to keep it short, sweet, and to the point. Although you may want to expound on all of the great features of your product down to the manufacturing facility where it was made, working in time frames less than five minutes will be most effective. Site visitors tend to skim product descriptions or articles, rather than spending the time to read carefully. The same principle applies to video. Visitors are looking for fast, easy to understand information presented in a short format that is visually appealing. After developing your content, practice your script to see if it needs to be trimmed to an appropriate length.

Talent

Adding a professional actor or voiceover can add value to your production, but sometimes site visitors would like a more personal approach. Starring in your own video gives your visitors a chance to get to know your site on a much more intimate level, which can increase their overall trust in your brand. This is up to you though. Professional actors are not for everyone, but the right actor can significantly enhance the quality of your footage, especially if you’re someone who doesn’t like to be in front of the camera.

Graphics

The images and text used in your video presentation can make or break the level of engagement in your visitors. Graphics can be created using special software by either yourself or a professional production company, however, be mindful of the way they are going to look on screen. Try to choose graphics, logos or colors that are easy to read and cleanly designed. Choosing opulent graphics can distort or cloud your video’s overall message or goal. Remember, keep it simple.

Music

Choosing the right music may seem easy enough, but copyright laws may indicate otherwise. When choosing music for your video, be sure that you either have permission to use it or are paying the appropriate royalties, or if you’re creative, compose your own.

Setting

Shooting video footage can be challenging depending on what facilities you have available. While the outdoors can seem like a great idea, wind and other elements can impact the comfort of your talent, the quality of your sound, and the safety of your equipment. Using a studio space would be ideal, but may not be within reach of your budget. Try to improvise by creating a well-lit, comfortable atmosphere, or be modern and go with a solid color backdrop. If you’re doing a product demonstration, put the product in a setting where it would normally be used.

Equipment

Quality footage can start or end behind the lens of a camera. If you have access to professional video and sound equipment, utilize it, or hire a production company to take the headache out of filming. . If you’re working on a small budget, using a personal video camera can suffice; however, you will be sacrificing image quality. Be sure to read up on best filming practices if you’re shooting the footage yourself.

Editing

When it comes time to put it all together, you have two options. The first is to edit the video using editing software like Cyberlink PowerDirector, Adobe Premier, or Pinnacle Studio yourself. The second is to hire a professional editor. If you don’t have experience in making and editing videos, hiring a professional is the better way to go, mostly out of necessity of time, convenience, and knowledge.

Quantity

After you’ve made a successful video, try not to overload your site with too many that could make loading times slower for visitors or can bog down your server space. Try selecting some of your best performing products and creating a few videos for various landing pages, or under the “About Us” section, upload a video tour of your operations. Moderation, as in most things, will be essential. The video is supposed to add to the appearance and integrity of your site, not detract from it.

The opportunities offered in e-commerce are endless, especially for the merchant who is willing to develop and adapt his or her site to the changing needs of visitors and the demands of our economy. Investing in video this year is just what you need to give your site a boost in sales, conversion rates, and customer satisfaction. You have the ideas. You have the tools. Now it’s time to make it happen.

By Mandy Boyle
mandy.boyle@ebizinsider.com

Would you eat here?!

I love to surf YouTube for local videos. Type in Wilkes-Barre, Scranton, or Luzerne County, and you’ll find a range of content from totally useless and a waste of time, to political opinions, and to highly polished informative viral videos. I wanted to see if any local pizza places were posting videos on YouTube, because if bloggers like to talk about any thing, it’s their favorite food.

I found this video, and I don’t know what to make of it. It is a “Banned” commercial for this pizza parlor complete with the F-bomb and several disturbing subliminal still shots throughout the video.



It is probably one of two things.
1. Someone hates this pizza place so much that they made faux commercial to discredit the pizza parlor.
2. Someone actually tried to make a commercial for this pizza place, and decided it would be a good idea to post this on the internet.

Judging by the comments left by people, I see I’m not the only one who thinks this is a marketing train wreck. Recently Domino’s Pizza was brought to its knees when two idiot employees posted a video of one of the cooks doing disgusting things with the food they were about to serve. Who’s knows how many dollars were lost because of this video.

With all the good that can come from internet marketing, it’s scary to think that your business could be in the hands of someone you don’t even know. So, go and Google your business, you might be surprised at what you find.

Local Political Commercials 101 - Your Good Image

What is the main reason for a local candidate to run TV commercial? Is it to express a certain issue? Is it to point out flaws in a competitor? Maybe, but the main reason to do local TV is about image. You are introducing yourself to people you don’t know and the best way to do that besides showing up at all the meet and greet events and shaking hands is a finely crafted TV commercial. I use the words finely crafted, because it takes a lot of skill from a TV commercial producer to make a good, effective commercial, where the candidate comes across as professional, caring, and knowledgeable about the position they’re running for. It’s easy to throw something together for a few hundred bucks, but if it doesn’t make the candidate look good, it’s a waste of money. It only takes one badly light scene to tarnish a good image.

Cost of Production

The cost a producing a good TV commercial has come down in price drastically over the past 10 years. I used to work on political spots in the 80’s and 90’s that cost upwards of $6,000 for a 30 second commercial. The same commercials today cost around $1,000, mostly because of the technology coming down in price. I shoot all of my spots in HD (High Definition) to give even more bang for the buck.

Beware of the free commercial giveaway! Some stations and cable outlets will offer you free commercial production if you spent over a certain amount on placement. I look at your commercial as a vehicle (It’s you and your messege, image, ideas, etc.) and the placement is the tires, the things that get your message out there and seen. So imagine going to a tire store and the salesman says, “If you buy 4 tires, we’ll throw in a car for free!”. Well tell me, just how good is that car going to be? It will most likely fail after a few miles on the road.

Cost of Placement

Placement is actually buying time to run the commercials on TV. There are only 2 outlets you can go to. Local network affiliates (WNEP, WBRE, FOX), and a cable insertion company, The latter can place the commercials in specific regions on cable networks like Fox News, CNN, MSNBC, etc.

Spots that air on the local news can cost around a $1,000 dollars, and can reach lots of people throughout the entire county, while the cable insertion rates are only 5-10 dollars a pop, so $1000 and get you about 150 airs in a specific region of the county.

One service that Video Innovations offers to all clients free of charge is that we upload the all of our clients commercials to our YouTube Channel so people can see the spots at their convenience, 24 hours a day, 7 days a week. We also give them an unloadable copy of the video so they can send it to their FaceBook, MySpace, and other social media accounts.

I wish all the local candidates well, and regardless of what common sense may tell us, image can be everything!

All the Neat Things you can do with a Marketing Video!

So you all know how important it is to have a video on your business website, right? A marketing video lets people who are surfing the internet for your products know what your business does, it lets them see and understand your products and services, and gives you instant credibility as an expert in your field far better than words and pictures.

So with that in mind, here are some not so obvious things you can do with a marketing video from Video Innovations:

1. Put it on your website to keep customers there. It gives them the “feeling” of your company better than words and pictures.

2. Upload it to any Facebook, MySpace, or other social medial accounts you have.

3. Play it on a TV in your office lobby to inform visitors about you.

4. Use it to grab attention at trade shows.

5. Give the video to your sales staff on DVD to use as a sales tool out in the field.

6. You can email the video to perspective clients and e-mailing lists.

7. The videos we produce are high definition and broadcast quality, so they can double as TV commercials.

IN YOUR FACE - A video of you on your website

Let’s say a friend of yours takes you to a business meet and greet. You walk in the room and you look around. You don’t see anyone you know. You do notice Josh Hodell, the local weatherman from WBRE TV standing there, chatting with a few people. You have to start mingling with people, so what do you do? Do you randomly pick someone out of the crowd and introduce yourself and hope they are interested in talking to you? Do you think to yourself, “That Josh Hodell guy seem approachable and friendly on the TV, and he certainly knows a lot about the weather. I could go up to him and ask him what the weather will be like tomorrow, and start a conversation.”

That is the power of video. People can get a sense of who you are and what you know, without ever meeting you in person. By having a video of YOU on your website, you will be showing potential customers who you are, your knowledge and expertise about your products and services, and maybe most importantly, your passion for your business.

Now some people were just born to be in front of the camera, other, not so. It’s my job as a video producer to educate my clients on the video process and to ease the nervous client into the on-camera process so they fell comfortable and confident in their presentation. Sometimes, a lot of effort goes into making the client look good. It’s an art, and something I take great pride in.

I can tell you first hand that this works. Since I put a video of me talking about my services on my website, perspective clients that call to inquire about my services tell me they saw my video on my website. So before they talk to me, they already know this:

1. They know what I look like
2. They know how I sound and act
3. They know exactly what I do
4. They know how much experience I have
5. They know that I am serious and passionate about producing videos

Website video is a very powerful tool, and you can do much more with the video than just put it on your website, but that will be in the next blog!

An Introduction

Hello and welcome to my blog! Over the course of the year, I’d like to post some information on using video to market your business effectively through television and the internet.

I’ve been in the video business since 1986, working at local TV stations WBRE and WVIA in the Wilkes-Barre/Scranton market. I’ve seen the transition from 1 inch video tape costing $120 for a one hour reel to a mini DV tape costing $4. I’ve also used a “portable” Ikegami tube camera tethered to a Sony 1 inch “portable” recording deck (in those days, the camera and recording unit were 2 separate pieces) that totaled a whopping $130,000 dollars! Today, a $4,000 camera offers a much better picture and high resolution to boot.

While a lot changes, some things stay the same. Video’s role in marketing is to tell the story of your business, and to make people want to buy your services and products, regardless of whether it’s delivered on disc, television, or over the internet. I hope you will find this blog helpful and informative.