TV Broadcast | | |
*All rates are for one spot only. Spot length :15 - :90. The rate is negotiable for multiple spots. Renewal option is existing rate PLUS 10%-20% of original rate. | | |
*Note - Projects with usage including “all lifts/edits/versions” are becoming more common. This is not the norm, and while offering unlimited lifts etc does NOT deliver compensation for the value provided to the client, it IS something that you should know when quoting or determining which jobs to audition for. To combat this, you have options: to limit the number of lifts granted at the agreed upon rate, or limit the intended usage length. Either way, understand that granting unlimited lifts etc gives the client the ability to create entire campaigns from a limited number of sessions, and takes away fair compensation from the voice actor for the value that client is receiving in return. | | |
Local Markets (One City or State, NO Major Markets) | Rate Range | Notes |
3 Months | $400-$500 | Usage is limited to the time period and market specified (ex: Las Vegas, Cincinnati, San Antonio, Kansas). Does not apply to major markets (example: New York, Los Angeles, Chicago). For major market rates, see Regional and National sections. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $800 - $1,000 | |
1 Year | $1,200 - $1,500 | |
Regional Markets (Up to 4 States, International only, or 1 Major Market) | Rate Range | Notes |
3 Months | $500 - $650 | Usage is limited to the time period and market specified. Rates for a single Major Market (New York, Los Angeles, Chicago) may be quoted like a regional market because of their large size. Rates may vary depending on size of specific Major Market. Consulting an agent is recommended to ensure proper rate. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $1,000-$1,300 | |
1 Year | $1,500-$1,800 | |
National (4+ States, No Major Markets, or Cable Only) | Rate Range | Notes |
3 Months | $750 - $1,250 | Usage is limited to the time period specified. TV Broadcast usage only. Does not include any major market (example: New York, Los Angeles, Chicago). Does not include Internet/Web, or Social Media usage. |
6 Months | $1,500 - $2,200 | |
1 Year | $2,500 - $2,800 | |
National (4+ States With Up To All Major Markets) | Rate Range | Notes |
3 Months | $1,250 - $1,400 | Usage is limited to the time period specified. Major markets may be included. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $2,500 - $2,800 | |
1 Year | $3,200 - $3,500 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
TV Tag Local (1 State) | Rate Range | Notes |
3 Months | $150 - $200 | No major markets included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $300 - $400 | |
1 Year | $400 - $500 | |
TV Tag Regional (Up to 4 States, or International Only, or 1 Major Market) | Rate Range | Notes |
3 Months | $200 - $250 | No major markets included (ex: New York, Los Angeles, Chicago).Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $400 - $500 | |
1 Year | $500 - $600 | |
TV Tag National (4+ States, NO Major Markets) | Rate Range | Notes |
3 Months | $250 - $300 | No major markets included (ex: New York, Los Angeles, Chicago).Major markets may be included (ex: Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $500 - $600 | |
1 Year | $650 - $750 | |
TV Tag National (4+ States, WITH Major Markets) | Rate Range | Notes |
3 Months | $300 - $350 | Major markets may be included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $600 - $700 | |
1 Year | $800 - $900 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
Automotive - TV Broadcast | Rate Range | Notes |
Tier 1 - National Brand Spots | Union Rate | Tier 1 automotive spots are major brand spots. Always will be Union and will be received via Agent or Management. |
Tier 2 - Regional Tags | $75 - $200 per spot | Non-Union: Tier 2 automotive spots are regional tags placed at the end of existing national spots. Rate depends on agency and size. Rates are same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
Tier 3 - Local Dealer Spots | | |
:30 & :60 | $150 - $200 per spot | Non-Union: Tier 3 automotive spots are single owner/dealer spots via ad agency or direct on-site. These are always local market only. Rates are the same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
:15, :10, :16 | $75 - $100 per spot | |
In-Show / Documentary Narration | Rate Range | Notes |
30 Min Program | $500 - $1,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. $500-$1,000 is average for a 30 minute show ($500-700 is common for DIY, HGTV, and TLC). Quote at the lower range for less dense shows, and upper range for wall to wall narration. For cable, if there are 6-7 minutes for commercial, that leaves 24 minutes of programming. Of 24 minutes, if the narrator is voicing 4-5 minutes, that is considered less dense. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as streaming usage, or if it will be played in another International market. |
1 Hour Program | $1,500 - $3,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. Correct range for a medium to vocally dense program. $2,500-$3,000 is a fair rate for denser programs where the narrator is speaking the whole time. Documentaries that are nature oriented tend to be denser reads. $1,500 might be a quote for a less dense read. A good example of this is when a narrator is interspersed with experts talking on camera, re-creations of crime scenes, etc - the fewer people on camera means more narration will be needed. Examples include Oxygen, Smithsonian, National Geographic. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as steaming usage, or if it will be played in another International market. |
About The Industry | | |
Generally considered non jurisdictional work. Deficit funded. It usually takes 2-3 years before there is any profit seen by the client. It is very costly to produce a documentary and most of them are independent. Rates really vary depending on the channel and source. Rates are usually a full buyout with cable being the base rate. Talent and agents should charge an additional 20-25% bump per additional usage source, such as streaming or use in another International market. | | |
Conflicts & Negotiation Tactics | | |
If you are going to be the main voice on a series, it will potentially knock you out of the running for voicing the same type of documentaries due to it’s a similar tone. Most clients don’t want it to have the same tone as a competing series or channel. Higher rate is common for regular series work that can limit other booking options. | | |
Source Connect vs You Recording at Home & Sending Files | | |
Add $250 to your quote if talent is recording at home, labeling, organizing and sending files. No add on for Source Connect or outside studio sessions. | | |
Infomercials / Direct Response TV (DRTV) | Rate Range | Notes |
National - 1 Year | $1500 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
North America (US & Canada) - 1 Year | $2325 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
MNEMONICS (Example: Got Milk? Yahoo!!!, Let’s Go Places) | Rate Range | Notes |
Average Rate | $1,000 - $50,000 | Mnemonic rates vary widely depending on brand and usage. Please seek help from a talent agent, union representative, or rate expert when negotiating. |
Point of Sale (Gas Stations & Grocery Stores) | Rate Range | Notes |
Usage is based on TV Broadcast | Use "TV Broadcast" Rates Above | Grocery stores, gas stations, and retail stores where a video promoting a specific product is being shown. Does not refer to voice over for automated check outs. Use same market size assessment to quote. |
TV Commercial VO - Web Usage Add-On | Rate Range | Notes |
Based on type of Usage. See Digital Broadcast - Internet/Streaming TV section for rates and usage terms. | | |
TV Broadcast | | |
*All rates are for one spot only. Spot length :15 - :90. The rate is negotiable for multiple spots. Renewal option is existing rate PLUS 10%-20% of original rate. | | |
*Note - Projects with usage including “all lifts/edits/versions” are becoming more common. This is not the norm, and while offering unlimited lifts etc does NOT deliver compensation for the value provided to the client, it IS something that you should know when quoting or determining which jobs to audition for. To combat this, you have options: to limit the number of lifts granted at the agreed upon rate, or limit the intended usage length. Either way, understand that granting unlimited lifts etc gives the client the ability to create entire campaigns from a limited number of sessions, and takes away fair compensation from the voice actor for the value that client is receiving in return. | | |
Local Markets (One City or State, NO Major Markets) | Rate Range | Notes |
3 Months | $400-$500 | Usage is limited to the time period and market specified (ex: Las Vegas, Cincinnati, San Antonio, Kansas). Does not apply to major markets (example: New York, Los Angeles, Chicago). For major market rates, see Regional and National sections. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $800 - $1,000 | |
1 Year | $1,200 - $1,500 | |
Regional Markets (Up to 4 States, International only, or 1 Major Market) | Rate Range | Notes |
3 Months | $500 - $650 | Usage is limited to the time period and market specified. Rates for a single Major Market (New York, Los Angeles, Chicago) may be quoted like a regional market because of their large size. Rates may vary depending on size of specific Major Market. Consulting an agent is recommended to ensure proper rate. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $1,000-$1,300 | |
1 Year | $1,500-$1,800 | |
National (4+ States, No Major Markets, or Cable Only) | Rate Range | Notes |
3 Months | $750 - $1,250 | Usage is limited to the time period specified. TV Broadcast usage only. Does not include any major market (example: New York, Los Angeles, Chicago). Does not include Internet/Web, or Social Media usage. |
6 Months | $1,500 - $2,200 | |
1 Year | $2,500 - $2,800 | |
National (4+ States With Up To All Major Markets) | Rate Range | Notes |
3 Months | $1,250 - $1,400 | Usage is limited to the time period specified. Major markets may be included. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $2,500 - $2,800 | |
1 Year | $3,200 - $3,500 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
TV Tag Local (1 State) | Rate Range | Notes |
3 Months | $150 - $200 | No major markets included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $300 - $400 | |
1 Year | $400 - $500 | |
TV Tag Regional (Up to 4 States, or International Only, or 1 Major Market) | Rate Range | Notes |
3 Months | $200 - $250 | No major markets included (ex: New York, Los Angeles, Chicago).Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $400 - $500 | |
1 Year | $500 - $600 | |
TV Tag National (4+ States, NO Major Markets) | Rate Range | Notes |
3 Months | $250 - $300 | No major markets included (ex: New York, Los Angeles, Chicago).Major markets may be included (ex: Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $500 - $600 | |
1 Year | $650 - $750 | |
TV Tag National (4+ States, WITH Major Markets) | Rate Range | Notes |
3 Months | $300 - $350 | Major markets may be included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $600 - $700 | |
1 Year | $800 - $900 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
Automotive - TV Broadcast | Rate Range | Notes |
Tier 1 - National Brand Spots | Union Rate | Tier 1 automotive spots are major brand spots. Always will be Union and will be received via Agent or Management. |
Tier 2 - Regional Tags | $75 - $200 per spot | Non-Union: Tier 2 automotive spots are regional tags placed at the end of existing national spots. Rate depends on agency and size. Rates are same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
Tier 3 - Local Dealer Spots | | |
:30 & :60 | $150 - $200 per spot | Non-Union: Tier 3 automotive spots are single owner/dealer spots via ad agency or direct on-site. These are always local market only. Rates are the same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
:15, :10, :16 | $75 - $100 per spot | |
In-Show / Documentary Narration | Rate Range | Notes |
30 Min Program | $500 - $1,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. $500-$1,000 is average for a 30 minute show ($500-700 is common for DIY, HGTV, and TLC). Quote at the lower range for less dense shows, and upper range for wall to wall narration. For cable, if there are 6-7 minutes for commercial, that leaves 24 minutes of programming. Of 24 minutes, if the narrator is voicing 4-5 minutes, that is considered less dense. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as streaming usage, or if it will be played in another International market. |
1 Hour Program | $1,500 - $3,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. Correct range for a medium to vocally dense program. $2,500-$3,000 is a fair rate for denser programs where the narrator is speaking the whole time. Documentaries that are nature oriented tend to be denser reads. $1,500 might be a quote for a less dense read. A good example of this is when a narrator is interspersed with experts talking on camera, re-creations of crime scenes, etc - the fewer people on camera means more narration will be needed. Examples include Oxygen, Smithsonian, National Geographic. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as steaming usage, or if it will be played in another International market. |
About The Industry | | |
Generally considered non jurisdictional work. Deficit funded. It usually takes 2-3 years before there is any profit seen by the client. It is very costly to produce a documentary and most of them are independent. Rates really vary depending on the channel and source. Rates are usually a full buyout with cable being the base rate. Talent and agents should charge an additional 20-25% bump per additional usage source, such as streaming or use in another International market. | | |
Conflicts & Negotiation Tactics | | |
If you are going to be the main voice on a series, it will potentially knock you out of the running for voicing the same type of documentaries due to it’s a similar tone. Most clients don’t want it to have the same tone as a competing series or channel. Higher rate is common for regular series work that can limit other booking options. | | |
Source Connect vs You Recording at Home & Sending Files | | |
Add $250 to your quote if talent is recording at home, labeling, organizing and sending files. No add on for Source Connect or outside studio sessions. | | |
Infomercials / Direct Response TV (DRTV) | Rate Range | Notes |
National - 1 Year | $1500 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
North America (US & Canada) - 1 Year | $2325 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
MNEMONICS (Example: Got Milk? Yahoo!!!, Let’s Go Places) | Rate Range | Notes |
Average Rate | $1,000 - $50,000 | Mnemonic rates vary widely depending on brand and usage. Please seek help from a talent agent, union representative, or rate expert when negotiating. |
Point of Sale (Gas Stations & Grocery Stores) | Rate Range | Notes |
Usage is based on TV Broadcast | Use "TV Broadcast" Rates Above | Grocery stores, gas stations, and retail stores where a video promoting a specific product is being shown. Does not refer to voice over for automated check outs. Use same market size assessment to quote. |
TV Commercial VO - Web Usage Add-On | Rate Range | Notes |
Based on type of Usage. See Digital Broadcast - Internet/Streaming TV section for rates and usage terms. | | |
TV Broadcast | | |
*All rates are for one spot only. Spot length :15 - :90. The rate is negotiable for multiple spots. Renewal option is existing rate PLUS 10%-20% of original rate. | | |
*Note - Projects with usage including “all lifts/edits/versions” are becoming more common. This is not the norm, and while offering unlimited lifts etc does NOT deliver compensation for the value provided to the client, it IS something that you should know when quoting or determining which jobs to audition for. To combat this, you have options: to limit the number of lifts granted at the agreed upon rate, or limit the intended usage length. Either way, understand that granting unlimited lifts etc gives the client the ability to create entire campaigns from a limited number of sessions, and takes away fair compensation from the voice actor for the value that client is receiving in return. | | |
Local Markets (One City or State, NO Major Markets) | Rate Range | Notes |
3 Months | $400-$500 | Usage is limited to the time period and market specified (ex: Las Vegas, Cincinnati, San Antonio, Kansas). Does not apply to major markets (example: New York, Los Angeles, Chicago). For major market rates, see Regional and National sections. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $800 - $1,000 | |
1 Year | $1,200 - $1,500 | |
Regional Markets (Up to 4 States, International only, or 1 Major Market) | Rate Range | Notes |
3 Months | $500 - $650 | Usage is limited to the time period and market specified. Rates for a single Major Market (New York, Los Angeles, Chicago) may be quoted like a regional market because of their large size. Rates may vary depending on size of specific Major Market. Consulting an agent is recommended to ensure proper rate. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $1,000-$1,300 | |
1 Year | $1,500-$1,800 | |
National (4+ States, No Major Markets, or Cable Only) | Rate Range | Notes |
3 Months | $750 - $1,250 | Usage is limited to the time period specified. TV Broadcast usage only. Does not include any major market (example: New York, Los Angeles, Chicago). Does not include Internet/Web, or Social Media usage. |
6 Months | $1,500 - $2,200 | |
1 Year | $2,500 - $2,800 | |
National (4+ States With Up To All Major Markets) | Rate Range | Notes |
3 Months | $1,250 - $1,400 | Usage is limited to the time period specified. Major markets may be included. TV Broadcast usage only. Does not include Internet/Web, or Social Media usage. |
6 Months | $2,500 - $2,800 | |
1 Year | $3,200 - $3,500 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
TV Tag Local (1 State) | Rate Range | Notes |
3 Months | $150 - $200 | No major markets included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $300 - $400 | |
1 Year | $400 - $500 | |
TV Tag Regional (Up to 4 States, or International Only, or 1 Major Market) | Rate Range | Notes |
3 Months | $200 - $250 | No major markets included (ex: New York, Los Angeles, Chicago).Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $400 - $500 | |
1 Year | $500 - $600 | |
TV Tag National (4+ States, NO Major Markets) | Rate Range | Notes |
3 Months | $250 - $300 | No major markets included (ex: New York, Los Angeles, Chicago).Major markets may be included (ex: Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $500 - $600 | |
1 Year | $650 - $750 | |
TV Tag National (4+ States, WITH Major Markets) | Rate Range | Notes |
3 Months | $300 - $350 | Major markets may be included (ex: New York, Los Angeles, Chicago). Rate should reflect usage and usage period of the commercial spot the tag is being added to. Maximum of one year usage period per tag. If only tags are being recorded, a regular session fee of $300 applies for the first tag. Tags must come at the end of the spot and must be specific regarding date, time, location, etc. They cannot introduce a new product or add a new idea to the spot. Examples: “Sale ends Thursday December 16th at all participating locations ” is a tag. “Nancy’s pancake house is your destination for an amazing breakfast.” is NOT a tag. |
6 Months | $600 - $700 | |
1 Year | $800 - $900 | |
*Worldwide Add-On | 3x National Rate | If a client wants "worldwide" usage, this easy multiplier will work. However, ask clients for specific geographic needs to ensure quoting a proper rate for the intended usage. |
Automotive - TV Broadcast | Rate Range | Notes |
Tier 1 - National Brand Spots | Union Rate | Tier 1 automotive spots are major brand spots. Always will be Union and will be received via Agent or Management. |
Tier 2 - Regional Tags | $75 - $200 per spot | Non-Union: Tier 2 automotive spots are regional tags placed at the end of existing national spots. Rate depends on agency and size. Rates are same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
Tier 3 - Local Dealer Spots | | |
:30 & :60 | $150 - $200 per spot | Non-Union: Tier 3 automotive spots are single owner/dealer spots via ad agency or direct on-site. These are always local market only. Rates are the same for TV, Radio, or Digital Broadcast. Usage run directly correlates with ad sale for dealership. Usage length does not factor into rates. |
:15, :10, :16 | $75 - $100 per spot | |
In-Show / Documentary Narration | Rate Range | Notes |
30 Min Program | $500 - $1,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. $500-$1,000 is average for a 30 minute show ($500-700 is common for DIY, HGTV, and TLC). Quote at the lower range for less dense shows, and upper range for wall to wall narration. For cable, if there are 6-7 minutes for commercial, that leaves 24 minutes of programming. Of 24 minutes, if the narrator is voicing 4-5 minutes, that is considered less dense. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as streaming usage, or if it will be played in another International market. |
1 Hour Program | $1,500 - $3,000 | In-Show & Documentary Narration consist of Non-Dramatic Reality Based TV programming including Docu-Series. Correct range for a medium to vocally dense program. $2,500-$3,000 is a fair rate for denser programs where the narrator is speaking the whole time. Documentaries that are nature oriented tend to be denser reads. $1,500 might be a quote for a less dense read. A good example of this is when a narrator is interspersed with experts talking on camera, re-creations of crime scenes, etc - the fewer people on camera means more narration will be needed. Examples include Oxygen, Smithsonian, National Geographic. History and Weather channel tend to run the same programs longer (possibly many, many years), so take that into consideration when quoting. Full buyout and base rate is for cable. Add an additional 20-25% bump for each additional usage source, such as steaming usage, or if it will be played in another International market. |
About The Industry | | |
Generally considered non jurisdictional work. Deficit funded. It usually takes 2-3 years before there is any profit seen by the client. It is very costly to produce a documentary and most of them are independent. Rates really vary depending on the channel and source. Rates are usually a full buyout with cable being the base rate. Talent and agents should charge an additional 20-25% bump per additional usage source, such as streaming or use in another International market. | | |
Conflicts & Negotiation Tactics | | |
If you are going to be the main voice on a series, it will potentially knock you out of the running for voicing the same type of documentaries due to it’s a similar tone. Most clients don’t want it to have the same tone as a competing series or channel. Higher rate is common for regular series work that can limit other booking options. | | |
Source Connect vs You Recording at Home & Sending Files | | |
Add $250 to your quote if talent is recording at home, labeling, organizing and sending files. No add on for Source Connect or outside studio sessions. | | |
Infomercials / Direct Response TV (DRTV) | Rate Range | Notes |
National - 1 Year | $1500 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
North America (US & Canada) - 1 Year | $2325 for up to 2 hour session. Pickups during 1 year term are at $475 for up to 2 hour session. | Infomercials & DRTV are programs that direct you to call or visit a website to purchase. Informercials are generally 30-min programs. DRTV is shorter commercial advertisements. Rates are per script and are for short form :30 or :60 spots or long form infomercials. Includes cuts/versions and up to 10 phone numbers. Additional phone numbers are $42 per. |
MNEMONICS (Example: Got Milk? Yahoo!!!, Let’s Go Places) | Rate Range | Notes |
Average Rate | $1,000 - $50,000 | Mnemonic rates vary widely depending on brand and usage. Please seek help from a talent agent, union representative, or rate expert when negotiating. |
Point of Sale (Gas Stations & Grocery Stores) | Rate Range | Notes |
Usage is based on TV Broadcast | Use "TV Broadcast" Rates Above | Grocery stores, gas stations, and retail stores where a video promoting a specific product is being shown. Does not refer to voice over for automated check outs. Use same market size assessment to quote. |
TV Commercial VO - Web Usage Add-On | Rate Range | Notes |
Based on type of Usage. See Digital Broadcast - Internet/Streaming TV section for rates and usage terms. | | |