Television Commercial Success Kit

TV COMMERCIAL SUCCESS KIT
A guide to creating powerful and persuasive television commercials
Written by David Ciccarelli, CEO of Voices.com
CONTENTS
WHAT’S INCLUDED IN THIS GUIDE
Over the next several pages you’ll learn about:
• Key developments of the popular invention
• Pioneers and people
• The impact of radio advertising campaigns
• Radio ad duration
• Radio ad styles
• 15 sample radio commercial scripts
• Tips for writing your radio commercial
• Consideration when selecting your voice talent
• Rates and prices for producing a radio commerial
• How to hire a professional voice talent
KEY DEVELOPMENTS
The television is one of the most important inventions in the history of the world. It
has become a staple in the lives of many people and many aspects of the world’s
culture are taken from TV shows. For instance, children from as far as India would
learn to say “Hi-yo, Silver, away!” after watching some episodes of The Lone
Ranger. Here’s a look at the history of television.
Electromechanical Television
Electromechanical television systems, better known as “televisors” were used to
capture images and then display them. The images that they captured were sent via
radio waves. Originally used from 1928 to 1939, they eventually began picking up
images that were broadcasted electronically like more modern television sets.
Electronic Television
In 1927, Philo Farnsworth invented a special camera tube that was able to
electronically transmit signals. He gave a full-on demonstration of his all-electronic
system at the Franklin Institute. Later, RCA decided to integrate Farnsworth’s tube
into their TV sets. These types of sets became the “standard” in the US in 1941.
Color Television
Color television didn’t fully come around until a bit later. Although there were some
successful early experiments with color television, the actual process of converting a
2D image into a 1D radio signal was difficult as the image would often be distorted.
In 1941, CBS began conducting color field tests. As these systems were not
compatible with the television sets at the time, they were halted. In 1947, RCA was
able to transmit live color images successfully to the FCC. The first coast-to-coast
color broadcast took place on January 1, 1954, when NBC broadcasted the
Tournament of Roses Parade.
PEOPLE AND PIONEERS
Broadcast Television
Broadcast television is the system of broadcasting by TV stations that are licensed
by a government. These stations then air programs over assigned channels. In
today’s terms, it includes the big networks like ABC, NBC, Fox, and others. Cable
channels are different and are thus subject to different rules. Typically, shows played
on broadcast networks are closely monitored and controlled.
Television Sets
The very first “generation” of television sets was sold in the U.S. from 1928 to 1934.
These sets didn’t have color and received pictures through radio waves. Then, in
1934, the production of electronic sets began. At the time, they cost the equivalent of
$6,000, making them too expensive for the average family. After World War II, they
became cheaper and more people purchased them.
Noteworthy Contributors
The invention of the TV would never have been possible without a few pioneers.
John Logie Baird, a British engineer, invented the world’s very first functioning
television, making it possible for improvements to be made. He also helped perfect
the color television system broadcast in later years. Philo Farnsworth invented the
first fully electronic TV system and Vladimir K. Zworykin invented the receiving
system that was used in TVs. Without them, there would be no TV.
ADVERTISING CAMPAIGNS
Television advertising campaigns refer to the use of television broadcast media to
advertise products and services. TV advertising has been one of the most effective
ways to promote products and services, because the use of video in combination
with speech tends to be more precise in passing a message. Hearing, seeing and
speaking are the first senses that people exhibit during their developmental stages.
These abilities of expression come before the ability to read or write, and therefore,
tv advertising is a preferred medium of advertising among many advertisers and
businesses.
How Television Advertisements Work
In tv advertising, ad agencies or tv stations receive advertisements from their clients
before bilaterally deciding on the structure and modalities of the advertisements,
including the financial rates. They will also decide on the television commercial
scripts that will be appropriate for the advertisements, so the ads will be more
appealing to the intended audiences. The advertising agency then delegates the
advertising job to a voice actor and a producer for the final production of the
advertisement. To capture the listeners’ attention, the advertisements may
incorporate the use of music, funny voices, character voices, or even celebrity
voices.
HOW TO WRITE A SCRIPT
Since nearly everyone has heard a television commercial, you should expect that
your listeners have grown accustomed to hearing ads produced in a certain way.
Here is a suggested framework for mapping out a 30 second commercial.
• Intro: 2.5 seconds
• Key Message: 10 seconds
• Reinforce Message: 10 seconds
• Closing Remarks: 5 seconds
• Tag Line: 2.5 seconds
Your writing style should be conversational with friendly language, limiting the use
of jargon or industry specific words in order to accommodate your listeners.
Develop an introduction that will quickly explain and highlight the what the ad is for
and how it benefits your prospective customer.
Remember to leave air or space for music, transitions and tags during the beginning
and end of each commercial. If required, remember to leave sufficient time for any
disclaimers that might be required by law to be inserted during your commercial.
AUDIOBOOK
AD
STYLES SURVEY RESULTS
Format:
Similar to the radio commercial, type of “sell” is applicable to television
commercials and refers to the kind ofCassette
approach
MP3-CD that the advertiser uses to promote a
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product or service to the audience. The effectiveness of each type of radio
Download
on0.21%
the kind
commercial “sell” depends
of product or service being advertised and
the personality of the target audience. The two basic “sells” for advertising are the
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hard sell and the soft sell. 0.03%
The Hard Sell
CD
0.72%
The hard sell method is used to make a tv commercial more appealing to the
downloadable
audiobooks
increased
in 2008,
21 percent
of sales,
up
• Sales ofemotions.
listeners’
It is an
effective way
to reach
out to to
younger
people
or those
from
percent in 2007.
who
are17
emotionally
affected by certain problems. Most people can be easily swayed
by emotions, and they will become more interested in a product if the commercial
• Pre-loaded audiobook devices increased from 1 percent in 2007 to 3 percent in
appeals to their emotional needs. The voice talent is particularly important in the
2008, while MP3 CDs stayed the same at 1 percent of sales.
presentation of a hard sell commercial.
The
Soft
Sell
Sales
channel:
Other
0.09%
If the target audience is made
of educated
or older people, the soft sell method is
Direct up
to Consumers
0.07%
a better option. This method is more subtle and refined,
and it appeals to the mind
Retailers
0.36%
and imagination of the listeners.
Soft sell commercials are usually more informative
Wholesalers
0.16%
and entertaining.
Libraries
0.32%
• Measured by publisher revenue, retail is the audio industry’s strongest channel,
followed closely by the library channel.
AD DURATION
Most of the commercials aired on radio last for a duration of 15 seconds to 60
seconds. The advertiser has to make sure the intended message will be comfortably
conveyed within the chosen time period. The message has to be able to grab the
attention of the listener, who is usually doing something else while the radio is
playing. The message has to be concise and easy to remember.
15 Seconds
A 15-second radio commercial only allows the advertiser to provide very basic
information about the business, such as the name of the business, its products or
services, and contact details. This type of commercial is effective if the audience is
already aware of the existence of the business, and they have probably even tried its
products or services.
30 Seconds
If the advertiser wants to include some sales flair in the commercial, the 30-second
commercial is a good option. With 30 seconds, commercial scripts can be written in
a more creative manner. They can be presented as monologues or conversations, and
can include more details about the businesses they are promoting, such as:
experience, the benefits of its products, and unique selling points.
60 Seconds
Most of the traditional radio ads are 60 second long, and offer enough time to do a
complete sales pitch. This type of commercial is the preferred method for promoting
a new product or service. The advertiser can make the commercial more compelling
by introducing an engaging headline, identifying a problem, providing a solution,
and offering dramatic assurance.
GOOD LENGTH FOR AD COPY
When writing ad copy for a radio or television commercial it's easy to get carried
away. How much is enough? The short answer is enough to get the message across.
OK, but how does that translate into a word count for a 30 second spot or a 60
second spot?
Great question. To help give some guidance, we've created a handy chart for you to
reference the next time your writing some ad copy.
The 30 Second Spot Word Count Guideline
30 seconds, 65 words = lots of inflection, sincere read
30 seconds, 78 words = typical, straight read
30 seconds, 90 words = fast read
30 seconds, 100 words = hard sell, maximum speed read
The 60 Second Spot Word Count Guideline
60 seconds, 130 words = lots of inflection
60 seconds, 155 words = typical, straight read
60 seconds, 180 words = fast read
60 seconds, 200 words = hard sell, maximum speed read
Note that numbers (such as a phone number), symbols (@ symbol or www) , etc.,
count as one word each.
THE APPREADING
AUDIOBOOK
SCRIPT
STORE
SURVEY
SPEEDS
RESULTS
OVERVIEW
Format:
Reading
Speed
OF THE APP STORE
MP3-CD
Cassette
2 to 4)both the iPhone and iPad
• Average person reads 3 words per second
0.01%(range is With
0.03%
Download
can tap into the App Store and
per half-minute (range is 60 to 120)
0.21%
• Average person reads 88 words
you’ll find applications in
words per minute (range every
is 135category,
to 215) from games to
• Average person reads 170
Pre-Loaded
0.03%
business, education to
CDentertainment, finance to health
0.72%
Line Count
and fitness, and productivity to
social
networking...
someup
are
point
Arial, double-spaced,
margin-to-margin)
• (12
Sales
of downloadable
audiobooks
increased in 2008,
to 21
percent of sales,
even free. You can download
from 17 percent in 2007.
• Average 21 lines per page
them wirelessly and start using
audiobook devices increased from 1 percent in 2007 to 3 percent in
• Pre-loaded
• Average number of lines per 30-second spot: 7.5 them right away.
2008, while MP3 CDs stayed the same at 1 percent of sales.
Apple's
newly
launched
App
is going
to transform
the company again. Many
number
of lines
perStore
60-second
spot:
15
• Average
people believe the App Store will be as transformative for mobile applications as
Sales channel:
iTunes was to the music and entertainment
Other industry. On Wednesday, January 27,
0.09%
Direct to Consumers
2010
release announcing that 3 billion apps had been
Word Apple
Count (AAPL) issued a press
0.07%
Retailers
downloaded from the App Store. Apple accomplished
this feat in less than 18
(12 point Arial, double-spaced, margin-to-margin)0.36%
•months.
Wholesalers
0.16%
• Average words per line of text: 13 (range is 8 to 18)
Recommendation:
• Average words per page: 273 (range is 168 to 378)
Get up to speed on the App Store and envision how your voice can be used in
Libraries
iPhone applications: http://www.apple.com/iphone/features/appstore.html
0.32%
• Measured by publisher revenue, retail is the audio industry’s strongest channel,
followed closely by the library channel.
REAL ESTATE SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Young families, established homeowners that
want to move up
Character / Narrator
Neighborly, genuine sales representative
Vocal Direction
Jovial, permanent smile, more than happy to
please
Suggested Music
Synthesized suburbia! Suave, moving up the
ladder music
Suggested Sound Effects
Bicycle bell, birds, hammering in a nail, chain
saws
Getting that big promotion must feel good. Why not celebrate moving up by
moving to Summerset Hills? The neighborhoods of Summerset Hills are now
entering into their third phase of building! Choose from dozens of single-family
homes on pie shaped lots tucked away on Lilies Fair Court, perfect for young
families and parents who want a safe and secluded street on which to raise their kids.
With homes selling quickly, you’d better act now so that you can move into your
dream home before the first snowfall! Open houses are being held every Saturday
and Sunday from 12 until 4. To learn more about the Summerset community, visit
our website online or call 555-3125. Summerset Hills: move in today and stay for a
lifetime.
RENTAL PROPERTY SCRIPT
Item
Description
Gender
Male or Female
Length
:60
Target Demographic
Middle age, empty nesters, senior citizens
Character / Narrator
Trusted Nature Guide
Vocal Direction
Word painting, warmth, quality, exuding
possibilities with your voice
Suggested Music
Laid-back nature music
Suggested Sound Effects
Loon, water birds, water burbling, birds warbling,
water lapping up on the shore
Located in the gated community of Shavian Lake, close to Montgomery Airport, this
fantastic rental home is perfect for the outdoorsy nature lover. Features include a
natural gas fireplace, tiered floor design, and a lovely all-season sun room, perfect
for bird watchers or bookworms. Imagine waking up every morning in your master
bedroom to a glorious Shavian Lake sunrise. Make breakfast in a kitchen complete
with brand new stainless steel appliances, agate countertops, and updated parquet
flooring. With a covered balcony facing the lakefront, summer paddle boat rentals,
and access to a year-round nature trail, the Shavian Lake community is truly a
community for all seasons (and you can bring your pets too!). For more details,
contact Hinterland Rentals at 555-3489. Inquire about this rental home’s short-term
leasing program, starting at $1500 per month.
REAL ESTATE AGENT SCRIPT
Item
Description
Gender
Female
Length
:60
Target Demographic
First time home buyers, people looking to buy a
home
Character / Narrator
Real Estate Agent
Vocal Direction
Authoritative, in demand, confident, expert,
friendly
Suggested Music
Relaxed
Suggested Sound Effects
Heart beat, pouring a cup of tea
When you’re looking for a new home, why not seek the counsel of a friend who
happens to know the housing market better than the back of her hand? Jeannie
Jacobsen can answer all questions related to securing a mortgage and provide
valuable information that is important to your family. Jeannie’s house hunting kit
includes a detailed summary of area schools, nearby amenities, and homeowner
testimonials live in your neighborhood of choice. Jeannie knows this city better than
anyone and can expertly consult you on property values, homeowner secrets, and
will take the pulse of your prospective community for you, highlighting
neighborhood activities and notable facts. Call Jeannie at 555-9875 to start looking
for your new home. How’s this weekend for you?
ADVENTURE TRAVEL SCRIPT
Item
Description
Gender
Male
Length
:30
Target Demographic
Young adults, risk takers, adventure travel buffs
Character / Narrator
Young adult planning their next vacation
Vocal Direction
Thoughtful, sense of humor, personality
Suggested Music
Upbeat electronic music
Suggested Sound Effects
Hiking sounds, water bubbling / splash, water
dripping in a cave
(Inner monologue) Back to the old to do list again. Let’s see… Climb Mount
Everest… done. Snorkeling with the dolphins off the coast of Australia? Done.
Sky diving in Borneo… yup, that’s checked off too. Barreling over Niagara Falls
(chuckle) – Nah, too risky! How about discovering a Land of Lost Caverns in the
highlands of Costa Rica? (Reading) Easily trek to view scenic wonders of beauty
and mystery… ancient unexplored caverns await… (Said to another person) Hey
Jeff / Alice, what do you think of this? (Announcer) Why just travel when you can
‘adventure’ travel? Call us today to book your next out-of-this-world thrill seeker
vacation.
ROMANTIC TRAVEL SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Newlyweds, engaged couples, second
honeymoon / anniversary
Character / Narrator
Travel Guide
Vocal Direction
Matter of fact, luxurious, in awe, advisor
Suggested Music
European, cultural
Suggested Sound Effects
Fireworks, champagne cork popping, clinking of
glasses, and walla
When you plan your honeymoon, don’t just book the first flight to Tahiti… surprise
your beloved with an unforgettably romantic getaway to one of the great European
capital cities. Experience the finest that Paris, Rome, Madrid, and Athens have to
offer… adorn your memories with haute cuisine, signature hotels, distinct cultures,
and breathtaking wonders found only in continental Europe. Treat your New wife /
husband to an Old World romance. Start your married life off right by
honeymooning in style across the pond.
SPRING BREAK TRAVEL SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Teens, college students planning a spring
vacation
Character / Narrator
College student
Vocal Direction
Tantalizing, energized, hyped, direct
Suggested Music
Popular, Top 40
Suggested Sound Effects
Skiing sound effects, hot chocolate being poured
into a mug, ski lift
Lazing around watching television, doing homework, painting the house… whatever
(Sarcasm)! It’s Spring Break! Wouldn’t you rather be dodging moguls and coasting
down ski hills in the Great White North? We've teamed up with our snow-crazed
sponsors to bring you the coolest winter holiday package EVER. Qualify to win one
of three Great White North prize packs for you and 20 of your closest friends. Are
you king or queen of the hill? Find out this Spring Break! Enter the Great White
North contest online, or call us toll-free.
BUSINESS TRAVEL SCRIPT
Item
Description
Gender
Male
Length
:30
Target Demographic
Business people with high demands
Character / Narrator
Sales Representative
Vocal Direction
High-tech savvy, sales pitch, confident, hint of
excitement
Suggested Music
Suave with a dash of danger
Suggested Sound Effects
Fax machine dial, helicopter, clinking of glasses
Business travel at the speed of your fax machine... is that even possible?! Zip
around the country in your own helicopter, complete with a licensed pilot and hors
d’oeuvres to keep you on top of your game. Get from point A to point B within
minutes! Visit our website online to find out more about how you can beat the
traffic, on land or in the air. Need to book that flight right now? Give us a call at
555-6482. Show up in style (and on time). Start flying to your meetings today!
SPORTING GOODS SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Teenagers and college students
Character / Narrator
Sales Representative
Vocal Direction
Dude, valley girl, exaggerated sound
Suggested Music
Surfer music, upbeat, fun in the sun feel
Suggested Sound Effects
Waves hitting the beach, wind flapping a towel
Ready for some fun in the sun? Not without our oversized beach towels! Scott’s
Surf Shop has everything to cover you at the beach, including swimming apparel,
sun block, scuba gear, flip flops, and oversized beach towels made with shake-away
technology that makes sure you leave the beach at the beach. Before you drive to
the cottage, stop by Scott’s Surf Shop to start your summer off right.
PERSONAL PRODUCT SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Women in their twenties and thirties
Character / Narrator
Youthful woman, mid twenties
Vocal Direction
Bubbly, confidence, energy, authoritative
Suggested Music
Upbeat, Top 40
Suggested Sound Effects
Hair dryer, lathering shampoo, shower sounds
Has your hair lost it’s lustre? Missing it’s bounce? Need some Va-va-va-voom?
Let me tell you about this new shampoo I’ve been using. It’s not like your ordinary,
run of the mill, “I share this with my husband” shampoo - no, this one goes beyond
the call of duty to tame frizzies, banish split ends and most importantly, it gives you
the confidence you need ( and a little bit of va-va-va-voooom! ). Why use your old
shampoo when you can experience the power and endurance of Va-Va-Va-Voom
shampoo? Call or click for your free sample today.
HEALTHCARE SCRIPT
Item
Description
Gender
Male narrator with Female interjection
Length
:30
Target Demographic
Married women under 40
Character / Narrator
Husband, Announcer, Wife’s interjection
Vocal Direction
Dreamy, soft, smoldering, slightly manipulative
Suggested Music
Soft jazz, saxophone, light drums
Suggested Sound Effects
Water boiling, clothes landing softly in a basket
Maybe it’s the way the sun kisses his skin or maybe it’s the gentle should rubs
before bedtime. It could be the homemade Fettuccine Alfredo he prepared last
night, or perhaps it’s the load of laundry you found neatly folded on the landing.
Maybe it’s just because he’s there. Those actions say so much, even when words are
hard to find. Let him know how much you love and appreciate him with a double
decker grill, a large plasma TV, and let him renovate the basement into a sports bar...
(spoken by wife “Honey, I can hear you, and please, just take your Nocturnal Rest
already!”) Announcer: For those night’s when you just can’t get to sleep, try
Nocturnal Rest and get to sleep fast!
CAR DEALERSHIP SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Men between twenty and forty years of age
Character / Narrator
Announcer
Vocal Direction
Hard sell, anticipation, authoritative, thrilling
Suggested Music
Hard hitting, classic rock, electric guitars reeling
Suggested Sound Effects
Pedal to the metal, race track, bells
Are you ready for this? Valley View Automotive’s got all of the hottest SUVs
you’ve been looking for! This week only, enjoy a test drive and the opportunity to
drive one of these powerful vehicles off the lot for half the price! Yes, half the price!
Nows the time to get yourself to Valley View, by car, on foot, or even by air to take
advantage of this outrageous sale - you’d better get here quickly, ‘cause this
promotion is only going on for 24 hours and the automobiles are leaving the lot
faster than you can say 4 wheel drive! Valley View Automotive, SUVs you can
depend on.
MORTGAGE SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
First time home buyers with a good credit rating
Character / Narrator
Friendly sales representative
Vocal Direction
Dreamlike, whimsical, helpful
Suggested Music
Relaxed, adult contemporary
Suggested Sound Effects
Door opening, soft breeze, homey sounds
Picture your dream house. A sprawling lakefront property with mature trees and a
winding driveway through a wrought-iron gate… we’re not just talking about white
picket fences! Come in and talk to one of our mortgage specialists. Tell us about
your dreams. We’ll make them a reality.
TAX PLANNING SCRIPT
Item
Description
Gender
Male
Length
:30
Target Demographic
Middle age
Character / Narrator
Hero voice / Super Tax Man
Vocal Direction
Take the ‘have no fear!’ approach, strong,
authoritative
Suggested Music
Upbeat
Suggested Sound Effects
Scream, nail biting, teeth chattering, Homer
Simpson ‘Doh!’
It’s that time of year again (yikes! Nail-biting). Tax Time (booming voice – over the
top women’s scream or Homer Simpson scream)!!!! Are your statements in order?
Even if you are miles behind, our certified general accounts will get you and your
tax forms up to speed, increasing your tax return and giving you peace of mind.
Why pull your hair out every April when you can rely on Tax Tally? Tax Tally
knows your frustrations, believe me, we do. That’s why we’re here! Call us today
at 555-5674 for a free estimate. Tax Tally, we crunch numbers so that you don’t
have to.
CREDIT REPAIR SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
Students and out-of-control credit card owners
Character / Narrator
Town crier / announcer
Vocal Direction
Over the top, air of desperation with timely relief
Suggested Music
Upbeat, circus music transitioning to more
relaxed music
Suggested Sound Effects
Sirens, credit card swiping sounds, dial tone and
numbers being pressed
Alert! Alert! Be gone maxed out credit cards, over due loans, suffocating interest
rates, and relentless collections agencies! If your credit rating is making you and
others around you cringe, there’s only one thing to do, and that’s to turn to the
professionals at Creative Credit Solutions. Even if your credit is less than perfect,
we’ll help you get back on track. You can do it, and we can help. Call today or visit
our website for your free credit check report.
INVESTMENT SERVICES SCRIPT
Item
Description
Gender
Male or Female
Length
:30
Target Demographic
New parents, middle-aged
Character / Narrator
Super woman / go getter
Vocal Direction
Confidence, reassuring, coy, refreshing
Suggested Music
Adult contemporary
Suggested Sound Effects
Cash register opening, cha-ching, baby cooing
Still hiding money under your mattress? Contrary to popular belief, investing your
financial assets in a government savings bond can help your money grow! Our team
of professionals at Global Transact House and Home will raise and nurture your
investments as if they were their very own. We’re very protective of our young!
Trust our experts to take care of your hard-earned money and make it work for you.
ADVERTISING SLOGANS ON TV
An advertising slogan is a concise phrase that defines an advertising campaign. The
most effective and catchy slogans are imprinted in the collective mindset of the
masses so that they automatically associate the phrases with the products for the
longest time. Some advertising slogans have seeped so deeply into the public
consciousness that they become much more than just some catchphrases to sell some
products.
For instance, the legendary Nike slogan “Just Do It” has emerged from its
advertising shadows to become a mantra of life for many people. Some advertising
slogans have such a long life that they become part of pop culture. It has been close
to 30 years since Brooke Shields said “You wanna know what comes between me
and my Calvins… nothing,” but many people still remember her in those
advertisements. Since then, Calvin Klein jeans have become “sexy.” Just like other
forms of pop culture, advertising slogans can be just as iconic in defining a
generation. Here are some of the most memorable advertising slogans.
“Don’t leave home without it.” (American Express)
“M’m! M’m! Good!” (Campbell’s Soup)
“It’s the real thing.” (Coca Cola)
“When you care enough to send the very best.” (Hallmark)
“Snap! Crackle! Pop!” (Kellogg’s Rice Frispies)
“Finger lickin’ good.” (KFC)
“Have a break. Have a Kit-Kat” (Kit-Kat)
"I'm lovin' it." (McDonald's)
“Where do you want to go today?” (Microsoft)
“Good to the last drop.” (Maxwell House)
“Got Milk?” (Milk)
“It’s Miller time!” (Miller)
“I love New York.” (New York)
TV COMMERCIALS EXAMPLES
AdCritic
Archive of commercial spots. Paid subscription required.
www.adcritic.com
Very Funny Ads
Companion site to the TBS Very Funny ad campaign, among the world's funniest.
www.veryfunnyads.com
Adtunes.com
Blog provides information on music from TV ads, film trailers, and more.
www.adtunes.com
Best Ads on TV
Funny, clever, and weird ads from around the world.
www.bestadsontv.com
ad-awards.com
International advertising awards, selecting the best on a monthly basis.
www.ad-awards.com
Videomercials
Find TV commercials from the '70s, '80s, and '90s. Ads are available on VHS and
DVD and can also be downloaded in a WAV format.
www.80scommercials.com
USA TV Ads
Includes an archive of new and vintage commercials.
www.usatvads.com
AUDIOBOOKASURVEY
SELECTING
VOICE TALENT
RESULTS
Format:
Do you know what kind of voice you want? Picking the right voice is of great
importance as that voice will brand your
company and likely be the first point of
MP3-CD
Cassette
0.01%
0.03%
human contact for your customers.
Gender
Download
0.21%
Pre-Loaded are recorded by male voice talents, however, you
The majority of radio commercials
0.03%
may find that a female voice is more suited to your industry or organization,
CD
especially if you represent an industry traditionally
associated with women.
0.72%
Age, Accent and Style
• Sales of downloadable audiobooks increased in 2008, to 21 percent of sales, up
Remember
to thinkinabout
from 17 percent
2007.the age, accent, style, when selecting a voice. Write down
what you know about your customers and select a voice that best reflects their
• Pre-loaded audiobook devices increased from 1 percent in 2007 to 3 percent in
demographic and meets their specific needs.
2008, while MP3 CDs stayed the same at 1 percent of sales.
If you are serving an older customer set, think of casting a middle aged or senior
voice
your voice talent. If you serve predominantly young adults or thirtySalesfor
channel:
somethings, select a voice geared to Other
their age group. Depending on what your
0.09%
Direct to Consumers
want to 0.07%
match the voice
company offers, you’ll
with your services. For instance, if
Retailers
your radio commercial is for a church or religious center,
0.36% consider a comforting
Wholesalers
voice over style with mild authoritativeness.
Alternatively, if you are a ticket hub for
0.16%
sports events, pick an upbeat, energetic voice style that best exudes your brand and
speaks directly to the listener.
Libraries
0.32%
• Measured by publisher revenue, retail is the audio industry’s strongest channel,
followed closely by the library channel.
APPCOMMERCIAL
THE
AUDIOBOOK
TV
APP
DEVELOPERS
STORE
SURVEY
RATES
RESULTS
CONNECT WITH
OVERVIEW
Format:
OF THE
IPHONE
APP STORE
AND IPOD TOUCH DEVELOPERS
Category
Time
MP3-CD
Cassette
TV Commercial:
Local
/ Regionalor video
Just
like software
developers
0.01%
0.03%
Download
game
developers,
iPhone
developers are
TV Commercial:
NYC,
LA, Chicago
0.21%
creating applications that are designed to
TV Commercial : National Network
take advantage of iPhonePre-Loaded
features such as
TV Station Promotion / Station Imaging
0.03% wireless,
Multi-Touch, the accelerometer,
$
:15,With
:30 orboth
:60
the iPhone300
and iPad
into the App Store
:15,can
:30 tap
or :60
400 and
you’ll find applications
in
2000
every category, from games to
:05, 15 or :30
400
business, education to
:15, :30 or :60
300
CDentertainment, finance to health
0.72%
and fitness, and productivity to
:15, :30 or :60
Public
Service
on TV audio
and
GPS.
TheAnnouncement
iPhone also supports
and video, which means there is an
Notes
excellent opportunity for voice-over
social networking... some are
• Sales of downloadable audiobooks increased in 2008, to 21 percent of sales, up
TV rates for unlimited airings in a 13-week cycle. even free. You can download
•talent.
from 17 percent in 2007.
them wirelessly
start using
Rates are for finished dry voice only. Any post-production
required and
is $100/hr.
•Recommendation:
in 2007
to 3 percent in
• Pre-loaded audiobook devices increased from 1 percent
them right
away.
All
rates
areStore
for reference
only.
•Visit
2008,
while
MP3
CDslearn
stayed
the same
at 1 applications.
percent of sales.
the
App
and
about
the audio
Reach out and contact
Apple's newly launched App Store is going to transform the company again. Many
some of the iPhone application developers and introduce yourself. Offer your
Each believe
talent reserves
right
to be
charge
their own fees.for mobile applications as
•people
the Appthe
Store
will
as transformative
services
as a voice talent and inspire these developers to use voice-over recordings
Sales
channel:
iTunes
was
to US
the music
and entertainment
Other industry. On Wednesday, January 27,
are in
Dollars
•inRates
their applications.
Explain how you
can will help them make their application
0.09%
Direct
to Consumers
2010 Apple (AAPL) issued
a press
release announcing that 3 billion apps had been
stand out by creating a more interactive
experience.
0.07%
Retailers
downloaded from the App Store. Apple accomplished
this feat in less than 18
0.36%
Here is a list of iPhone applications
months.
Wholesalers being reviewed, as well as links to the developer
0.16%
websites: http://reviews.cnet.com/8300-13549_7-30.html
Recommendation:
Get up to speed on the App Store and envision how your voice can be used in
Libraries
iPhone applications: http://www.apple.com/iphone/features/appstore.html
0.32%
• Measured by publisher revenue, retail is the audio industry’s strongest channel,
followed closely by the library channel.
OUTSOURCING
WORKING WITH A PROFESSIONAL
By working with a professional voice talent you gain several advantages. First,
many voice talent have recorded hundreds of tv commercials and know what works,
what doesn’t and as a result, they can improve your advertising campaign as well as
save you thousands of dollars.
Furthermore, professionals have the artistic ability to bring your script to life by
interpreting your ad copy, emphasizing certain words and adding subtle touches such
as humor, sarcasm and other performance characteristics you may like in the
recording.
Finally, voice talent work from fully-equipped recording studios so you can be sure
that you’ll be airing a broadcast-quality audio production. Recording studio
equipment costs a minimum of $25,000 and well into the millions of dollars for
high-end gear. Your radio commercial can have the clean, professional sound at a
fraction of the cost.
WHERE TO FIND VOICE TALENT
Like most people, a Google search is a good place to start. By doing so, you’ll
likely land on Voices.com, an online marketplace where you can search a global
network of thousands of professional voice talent.
POSTING YOUR JOB
The best option is to post your job, which is free of charge at Voices.com. Then you
can outline your tv commercial requirements and attach your script. Within a few
hours, you’ll receive auditions and quotes for getting your tv commercial recorded
by a pro - quickly and cost-effectively.
ABOUT DAVID CICCARELLI
As the founder of Voices.com, David offers management experience as well as a
clear vision the company's future. Currently, David oversees infrastructure
maintenance, infrastructure development, and web application development. David
was nominated for the Young Entrepreneur of the Year Award by the Business
Development Bank of Canada and has also presented Voices.com as a New Voices
winner at DigiFest, an award recognizing Voices.com as an industry leader who
provides digital media products and innovations that contribute to Canada's
economic and cultural future. In 2000, David graduated from the Ontario Institute of
Audio Recording Technology with an Honor's Degree in Audio Technology.
CONTACT INFORMATION
Author: David Ciccarelli
Address: 999 Collip Circle, London, ON N6G 0J3
Telephone: 519-858-5071
Email address: [email protected]
Website: http://www.voices.com
ABOUT VOICES.COM
Voices.com was established in 2004 and is now the
technology and industry leading website that connects
businesses with professional voice talents. Radio and
television stations, advertising agencies and Fortune
500 companies rely upon the Voices.com marketplace
to search for, audition and hire voice talents with the
assistance of our innovative SurePay™ escrow
service and our Web application.
The winner of several awards, including the 1to1
Impact Award for Full-Suite CRM, CRM Elite Award,
and the DigiFest New Voices Award, Voices.com has
raised its profile significantly this year ranking on the
PROFIT Hot 50 recognizing 534% growth over the
past two years and just this summer was featured on
Backbone Magazine’s and KPMG’s annual Pick 20
Listing as an “innovative company”.
Voices.com is a
very professional
organization with
easy interface and
people that are
easy to work with.
While this is a
competitive
industry,
Voices.com gives
you many great
tools at your
fingertips to help
you compete and
succeed.
- Paul Hernandez, Customer
Clients include NBC, ESPN, PBS, The History
Channel, Reader's Digest, Comcast, Nortel Networks, Bell Canada, Microsoft, Cisco
Systems, ING, Western Union, Ford, GM, Jaguar, Firestone Tires, American
Airlines, the US Army, the US Government and thousands more.