FREQUENTLY ASKED QUESTIONS | TV
How many words in a 30 second TV commercial?
Approximately 75 to 85 words depending on 'pace' of read.
"Brand" ads may be slightly slower with less words and more defined,
"Retail" ads may have more words to create and generate a sense of urgency.
How many words in a 15 second TV commercial?
Approximately 38 to 42 words?
Can I have any other length of TV commercial?
Yes, but most stations accept 15 and 30 second ads. For more information on whether you can run other length radio ads, please speak to your radio station.
Other length ads are 05, 10, 45 and 60 second ads.
What’s an advertorial TV commercial?
This is generally a live TV commercial that runs over 60 seconds. These come from a combination of ‘advertising’ and ‘editorial’. So it is a TV commercial that implies it has station endorsement and is normally hosted by a TV presenter with client.
Is a phone number one word?
NO. For 0412 345 678, it’s in fact 10 words, one for each number
(zero, four one, two...three, four, five, six, seven, eight)
Do you recommend using a phone number in commercials?
Generally, NO. Unless you have a cool number to remember 13 13 13
To remember a normal phone number, you would have to say twice (‘cause who can ever remember a phone number after hearing once?) and use a lot of words up.
But in say this, you can put this information on the screen while the voice over is talking about your business. This is called a ‘super’, or basically the information is ‘super imposed’ on the TV ad.
Should I use my web address in my commercials?
Generally, YES. People remember web page better than a phone number. This is normally the last thing with phone and address on the TV commercial.
Is a price one word?
NO. For $3,456, it’s in fact 8 words, one for each number.
(three thousand, four hundred and fifty six dollars)
How many voices can I have in any ad or commercial
As many as you want. You normally get charged per voice.
Our experience shows that 80% of all ads are single voice commercials.
The other 20% is made up of 2 and 3 voice ads.
Do I have to have music under my ad?
NO. But this sometimes help set the mood and tone for the commercial
What is a cold ad?
This is simply a commercial recorded with voice only, and no music or sound effects
I hear TV ads are shorter than radio?
That’s correct. Radio commercials are exactly 30 seconds. TV commercials are 1 second shorted on all length ads. So a 30 second TV commercial is 29 second long.
Why are TV ads shorter?
This is so the TV stations can ‘cue’ the commercials easily for on air. So a 30 second TV commercial has 0.5 seconds blank at the front of the TV ad and 0.5 seconds blank at the end of the TV ad
Are TV ads louder than radio?
I know you think the TV ads are always louder than the program you are watch and we all reach for the remote. There is new sound level protocol in TV called an OP59 what ‘levels’ the TV commercial out.
What is OP-59?
OP-59 has been added to the Free TV OP-48. It refers to a new loudness metering standard. From January 1st 2013, you have been required to meter your TVC to be compliant for both Australia & New Zealand TV commercials.
Has OP-59 replaced OP-48?
NO. OP-59 is a supporting practice created by Free TV, to assist measuring compliance with OP-48. This is technical and you should never need to know this as the production company who makes the TV ad will be across all this.
Do TV commercials need to be approved?
YES. There is a statutory approval processes that exist in TV called CAD to get your TV commercial approved.
Commercials Advice provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials. The Code provides that television commercials (including infomercials) and community service announcements must be classified before they can be broadcast, CAD strongly recommends that television commercials are submitted to CAD to be classified before they are submitted for broadcast.
It is important to note that CAD does not provide legal advice. It is the responsibility of each advertiser and or its advertising agency to ensure that their commercial/s comply with all relevant laws and regulatory requirements.
For more information about CAD's services, classification procedures and television production guidelines please download a copy of the Classification Handbook.
CAD requires a minimum of two (2) working days prior to your Required By date. Ads containing complex claims or those requiring a detailed review and infomercials will take longer. Processing of submissions received after 5pm will commence the following day.
CAD requires a minimum of two working days, upon receipt of all your TVC materials, to process your application. However, same day turnaround can be arranged through CAD. An additional 100 per cent of the normally applicable rate will be charged when advertisements are submitted requiring same day classification. Same day service is in no way guaranteed until it is confirmed by CAD.