How much does a commercial cost?
How much does it cost to make a commercial or other video? It’s perhaps the most common question we get from clients new to video production and marketing. You have this really cool idea for promoting your product, but you have no idea what to budget or how to get started. Most video production studios will share with you a video production cost range that is so broad that it’s really not helpful.
Gasp- we’re going to answer your question.
Put at least $10k in your budget.
The average 2-minute corporate video costs $10,000. There are lots of variations, and we’ll break down the typical types of corporate videos below. Some videos will be more, and some will be slightly less, but bottom line: put at least $10k in your marketing budget.
Let’s break it down.
The key variables contributing to video production cost are video length, the number of cameras required, location, talent (are you using professional actors and voice overs), style (live-action vs animation), and editing hours.
Below are the most commonly-requested types of corporate videos, and how these key variables contribute to costs.
Explainer Video: range $8k-$15k
An explainer video simply means that you have a product and you want to explain to your customers how to use it. Explainer videos are most often associated with products that are more technical in nature, and the videos typically incorporate some form of animation with on-screen graphics and a professional voice-over. The typical 2- minute explainer video with 2D animation starts at $8k. If you blend in live-action and animation, increase the length, or need more advanced animation- your costs go up. Confused about animation styles and need some lingo? Check out our Animation Style Guide.
Talking Heads: range $5k-10k
We admit, it’s not the prettiest style name, but it’s a phrase we hear a lot. A talking heads video is straightforward- it’s people talking (unless you’re asking about a David Byrne rock video….that’s an entirely different conversation). The videos are typically interviews with executives or subject matter experts discussing new products or company direction. Video costs are a factor of the number of speakers, the location, and the number of cameras. A typical executive interview video with one speaker and two cameras starts at $5k.
Commercials: range $15k-$500k
How much does it cost to make a commercial? Commercials are notoriously hard to ballpark price, and it’s easy to explain why. Commercials range from those cringey cable-tv types to some that look like Oscar-award nominated films. Commercials need to evoke emotion and tell a story about your brand. Video costs are a factor of length, professional talent, scripting, cameras, advanced editing, and audience.
Audience you ask? Yes- budgets can vary widely depending upon if you are producing a commercial for a national audience vs a local audience.
If you are producing a commercial for a broad audience such as a national commercial, the cost can rise dramatically. Typically national commercials have higher quality locations, art direction, and camera equipment. Professional talent (actors, voice over artists, etc) also demands a higher fee when negotiating a national commercial. Crew size is another factor when you add in makeup artists, camera assistants, etc.
All that said, how much does a commercial cost? As a rule of thumb, plan on a minimum budget of $15,000 for a local commercial, and $30,000 for a national commercial with prices going as high as $200,000 or more. How much does a super bowl commercial cost? If you are producing a Superbowl-level spot or looking for celebrity appearances, budgets can start at $500,000.
Documentaries: range $25,000-$150,000
A corporate documentary is basically a documentary short film. Typically corporate documentaries include interviews with employees, product summaries, and how the company has impacted the community and evolved over time. Like a commercial, the style choices range greatly so it’s difficult to accurately estimate. For a 15-minute corporate documentary, your budget should start at $50,000
Getting Started
Video marketing is a powerful method for communicating your brand message and your product, particularly now that more people are home and online video consumption is on the rise. Video should definitely be in your 2020-2021 marketing mix, and getting started shouldn’t be daunting or include sticker shock. We’ve given you video production costs and numbers to help you with budgets, and to prevent unnecessary heart palpitations for new marketers looking to pitch video marketing to their executive team.
Our Disclaimer: remember these are estimates only
To truly budget, you’ll need to fully scope your project and identify your creative strategy. When you embark upon your first video and start vetting video production companies, remember to look beyond just the price. Cheaper doesn’t equal better. Ask about included services, check out projects, read past client testimonials, and ask questions.
“You get what you pay for”
Blueforest Studios is a full-service video production company and animation studio. That means we manage the process from start to finish; we handle creative direction, scripting, contracting with talent, video production, and editing.
Contact us to ask about your next video project.