How are TV commercials made?
                     HOW ARE TV COMMERCIALS 
MADE?
INTRODUCTION
Television commercials have become 
ubiquitous. Even with changing 
technology, they are still a viable 
form of advertising. Yet not many 
people consider how TV commercials 
are made.
Source: tvamediagroup.com
TARGET AUDIENCE
When making one, you are striving to 
do more than sell. A commercial 
entertains the audience so that they 
remember the message and the 
company that produced it.
Source: tvamediagroup.com
PARTNERSHIP WITH A 
MARKETING AGENCY, 
PRODUCTION COMPANY
Some firms have the capability to 
develop a commercial in-house. 
Others would rather specialize. We 
recommend that if you have the 
budget, then enter into a deal with a 
production company.
Source: tvamediagroup.com
KICKOFF CALL
Always schedule a kickoff call and a 
meeting. Normally we would 
recommend scheduling an in-person 
meeting, but with circumstances, 
video calls are also a viable means of 
communication. If you do prefer to 
meet in-person, take the necessary 
precautions for your sake and the 
company’s representatives.
Source: tvamediagroup.com
GOALS AND BUDGETS
The commercial must have a central 
goal and message. This can come 
from a creative brief, that outlines all 
the necessary details. You will go 
over this brief with the company or 
the production team, to ensure you 
are all on the same page. 
Source: tvamediagroup.com
COST 
Determine how much a tentative 
commercial could cost. Money could include 
rentals, paying actors, buying meals, 
original music, or special effects. Locations 
can make or break a budget, as can certain 
CGI, stop-motion, or pyrotechnics. 
This can increase significantly if you are 
doing a commercial for a special event, like 
the Super Bowl; you also have to determine 
slot fees for running during that time.
Source: tvamediagroup.com
CREATIVE CONCEPTS, 
PITCHES, AND MOODS
A creative concept is a central idea 
behind your ad. It can come from a 
pitch, which is a short speech that 
sells an item, idea, or principle. 
You have to tell a story in less than 
three minutes using a commercial. A 
pitch tells that story in a shorter 
amount of time.
Source: tvamediagroup.com
CREATIVE CONCEPTS, 
PITCHES, AND MOODS CONT.
The mood is also important. Some 
viewers argue that the commercials 
they remember the most have strong 
emotions like sadness, fear, or humor. 
Others prefer to have pure 
entertainment. In any case, a certain 
emotion may fit your branding best. For 
example, some anti-cigarette PSAs use 
black comedy to denote important facts.
Source: tvamediagroup.com
VIDEO SCRIPTS
Every story needs direction, no 
matter the medium. Even if you have 
a concept and a mood, a script for 
your commercial provides direction 
and dialogue. It tells the narrative 
and solidifies the tone.
Source: tvamediagroup.com
STORYBOARDS
Storyboards are a panel-by-panel 
rendition of a scene. They often show 
camera positions, the type of shot, 
where the characters are positioned, and 
dialogue. This creates a plan that a 
director can follow in either animated or 
live-action media.
 
Source: tvamediagroup.com