Commercial Advertising Cost Calculator
Calculate your estimated costs for a 30-second TV commercial in Australia based on your target audience and distribution strategy.
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Pro Tip:
According to the article, national prime-time slots can be five times more expensive than regional daytime placements. Consider your target audience - if you're targeting investors looking at commercial property, regional campaigns on channels with strong local business audiences often give the best ROI.
Quick Takeaways
- Production typically runs 30‑40% of the total spend for a 30‑second TV ad.
- National prime‑time airtime in Australia can cost between AUD 15,000 and AUD 40,000 per spot.
- Regional and cable slots are far cheaper - often under AUD 5,000 per spot.
- Agency commissions and media‑buying fees add another 10‑20% on top of production and airtime.
- Plan for a total budget of AUD 30,000‑70,000 for a single national run, or AUD 8,000‑20,000 for a regional campaign.
Ever wondered why a short 30‑second TV spot can cost a small fortune? Whether you’re a developer trying to sell a commercial property or a retailer launching a new product, the numbers can feel overwhelming. This guide breaks down every line item that adds up to the final price tag, shows real‑world examples from the Australian market in 2025, and gives you a checklist so you won’t miss a hidden fee.
Cost Breakdown: Production vs. Airtime
When people talk about a 30‑second commercial’s price, they’re usually mixing two big buckets:
- Production cost - everything that creates the video content.
- Airtime cost - the fee you pay the broadcaster to show the ad.
In most cases, production eats up about a third of the total budget, while airtime takes the remaining two‑thirds. That split flips when you move from a national campaign to a regional or cable run, where production still stays roughly the same but airtime drops dramatically.
Production Cost Details
Creating a polished 30‑second piece involves several steps, each with its own price tag. Below is a typical line‑item list for a mid‑range commercial in Melbourne:
- Concept & Script - freelance copywriter or agency creative. Expect AUD 1,200‑2,500.
- Storyboard & Pre‑visualisation - sketches or digital animatics. Around AUD 800‑1,500.
- Location & Permits - hiring a studio or scouting a city street. Costs vary from AUD 500 to AUD 3,000 depending on the site.
- Talent & Voice‑over - actors, models, or narrators. Professional talent in Australia typically charges AUD 1,000‑3,000 for a 30‑second slot.
- Crew & Equipment - director, DP, lighting crew, camera rental. Budget AUD 2,500‑5,000.
- Post‑Production - editing, colour grading, sound design, graphics. Expect AUD 2,000‑4,000.
- Music Licensing - royalty‑free tracks are cheap; popular songs can cost tens of thousands. Most property‑sale ads use royalty‑free, costing AUD 300‑800.
All together, a well‑produced 30‑second commercial in Melbourne usually lands between AUD 8,000 and AUD 15,000.
Airtime Pricing Across Platforms
Airtime is where the real variance appears. The same 30‑second spot can cost dramatically different amounts based on three key factors:
- Prime time - the 7‑10pm window when viewership peaks.
- Regional TV - local stations serving specific states or territories.
- Cable network - subscription channels like Foxtel or streaming TV accessories.
Below is a comparison of typical rates for a single 30‑second spot in 2025 (prices are averages; actual rates depend on negotiations, seasonality, and audience rating).
| Market | Prime Time (7‑10pm) | Non‑Prime (Daytime) | Typical Reach (Thousands) |
|---|---|---|---|
| National Free‑to‑Air (Seven, Nine, 10) | 15,000-40,000 | 5,000-12,000 | 2,500-5,000 |
| Regional Free‑to‑Air (e.g., Southern Cross) | 3,000-8,000 | 1,000-3,000 | 300-800 |
| Cable / Satellite (Foxtel, Stan TV) | 4,000-10,000 | 1,500-4,000 | 500-1,200 |
| Digital Over‑The‑Top (OTT) - targeted | 2,000-6,000 (CPM model) | 800-2,500 | Variable (targeted) |
Notice how a national prime‑time spot can be five‑times more expensive than a regional daytime placement. If your goal is to reach investors looking at a commercial property, a regional campaign on a channel with a strong local business audience often gives the best ROI.
Media Buying & Agency Fees
Most advertisers don’t go directly to the broadcaster. Instead, they hire a media buying partner or a full‑service creative agency. These intermediaries add two common fees:
- Commission - usually 10‑15% of the airtime spend.
- Placement fee - a flat charge for negotiating slots, often AUD 500‑1,200 per campaign.
If you’re on a tight budget, consider a boutique agency that works on a project‑based retainer rather than a percentage commission.
Real‑World Cost Examples (Melbourne 2025)
Let’s walk through three scenarios that a commercial‑property developer might face.
- National Prime‑Time Launch
- Production: AUD 12,000
- Airtime (3 spots, each 30sec): AUD 30,000×3 = AUD 90,000
- Agency commission (12%): AUD 10,800
- Total: ≈ AUD 112,800
Best for high‑value properties where you need nationwide investor exposure.
- State‑Wide Regional Roll‑out
- Production (re‑used footage): AUD 8,000
- Airtime (5 regional stations, 2 spots each): AUD 5,500×10 = AUD 55,000
- Agency commission (10%): AUD 5,500
- Total: ≈ AUD 68,500
This hits key investor markets in Victoria, South Australia, and Tasmania without blowing the budget.
- Targeted OTT Campaign
- Production (shorter edit, lower talent fees): AUD 7,000
- CPM (cost per mille) on a business‑focused OTT platform: AUD 4.00 CPM, 250,000 impressions = AUD 1,000
- Agency fee (flat): AUD 800
- Total: ≈ AUD 8,800
Ideal for niche commercial‑property launches aimed at tech‑savvy investors.
These numbers show how dramatically the total varies based on distribution choices. The key is to align the channel with where your buyer personas actually watch TV.
Budgeting Tips & Negotiation Tricks
- Bundle spots - broadcasters often discount when you buy a block of 5‑10 spots over a month.
- Off‑peak swaps - agree to run most spots at 6pm or 11pm and keep a single prime‑time slot for maximum impact.
- Co‑production - partner with another developer or a local business council to split production costs.
- Reuse footage - shoot once and re‑edit for different markets (e.g., swapping city skyline shots).
- Leverage incentives - some state tourism boards subsidise TV ads that promote investment in their region.
Track every line item in a simple spreadsheet: production, airtime, agency, taxes (GST). Adding a 10% contingency helps avoid nasty surprises.
Checklist: Planning Your 30‑Second Commercial
- Define target audience (investors, buyers, tenants).
- Choose distribution mix (national free‑to‑air + regional, OTT only, etc.).
- Set a total budget ceiling.
- Hire a creative agency that understands commercial‑property messaging.
- Approve script, storyboard, and talent.
- Confirm production schedule - aim for 3‑4 weeks from shoot to edit.
- Negotiate airtime packages - ask for rate cards and bulk‑discount options.
- Include agency commission and GST in the final cost model.
- Run a pre‑launch test on a small OTT segment to gauge response.
- Launch, monitor ratings, and be ready to adjust spot frequency.
Following this list keeps you from missing hidden fees and helps you stay on track.
Frequently Asked Questions
How much does a 30‑second TV ad cost in Melbourne?
A typical production runs AUD 8,000‑15,000. Airtime varies: national prime‑time spots are AUD 15,000‑40,000 each, while regional daytime slots can be as low as AUD 1,000‑3,000. Total campaign costs therefore range from about AUD 30,000 for a modest regional push up to over AUD 100,000 for a national prime‑time rollout.
Can I produce the commercial myself to save money?
DIY production can trim the budget, especially if you have in‑house videography gear. However, you’ll still need professional scriptwriting, talent releases, and post‑production polishing. Most first‑time sellers end up spending at least AUD 5,000‑7,000 on production, plus the full airtime price.
Is it cheaper to advertise on OTT platforms instead of traditional TV?
OTT can be dramatically cheaper per impression because you pay a CPM model (often AUD 2‑5). The trade‑off is lower reach among older investors who still watch free‑to‑air TV. A blended approach - a few prime‑time spots plus a targeted OTT burst - often yields the best ROI.
Do I need to pay GST on the commercial?
Yes. All services - production, agency fees, and airtime - are subject to the standard 10% GST in Australia. Make sure your budget includes this amount.
How far in advance should I book airtime?
Most broadcasters open their rate cards 3‑4 months ahead of the new TV season (April‑June). Booking early secures prime‑time slots and gives you room to negotiate discounts.
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