Radio and TV Commercial Voiceover: A Guide for Advertisers
In a commercial, every second is paid for. The voice has to grab attention, deliver one clear message and land the brand name, often in 15 or 30 seconds. Good commercial voiceover is less about a beautiful voice and more about precision: timing, emphasis and a script that was written to be heard.
Key takeaways
- Write for the exact spot length, then cut. A packed script forces a rushed read.
- One spot, one message, and the brand name at least twice.
- Radio has to create the picture in the listener's mind; TV has to support the picture on screen.
- Ask your broadcaster for technical specs before the mix, not after.
Spot lengths and word counts
Standard spot lengths vary by station, but 10, 15, 20, 30 and 60 seconds are common. Use these English word counts as a starting point, and always time a read-aloud:
| Spot length | Comfortable word count (English) |
|---|---|
| 10 seconds | 20–25 words |
| 15 seconds | 30–40 words |
| 30 seconds | 65–75 words |
| 60 seconds | 130–150 words |
Georgian words are usually longer, so a Georgian script fits fewer words into the same time. If the spot includes legal text such as terms, conditions or licence details, budget time for it separately. A disclaimer read too fast can be unclear, and in some cases unacceptable to the broadcaster.
Radio vs. TV: different jobs for the voice
Radio has no picture. The voice, music and sound effects must create it:
- describe what matters, and use sound to set the scene,
- repeat the brand name and the key detail (phone number, website, offer),
- keep contact details simple; listeners are often driving.
TV already shows the product. The voice should support the picture rather than describe it:
- leave space for visuals and music to breathe,
- match key lines to on-screen moments with timecodes,
- make sure the end line and on-screen text say the same thing.
Writing the script
- One message. If you need “and” to describe the offer, consider two spots.
- Start strong. The first three seconds decide whether people keep listening.
- Brand name early and at the end.
- A clear call to action. What exactly should the listener do, and where?
- Read it aloud with music. A script that fits on its own can feel crowded under a music bed.
More script techniques are in how to prepare a voiceover script.
Casting the commercial voice
Think about the station's audience, not just your brand. A voice that sounds right in a quiet office may get lost on a busy morning radio show. Ask for auditions with your actual script, and listen on a car stereo or phone. Our guide on how to choose a voice actor has a full process.
Technical specs and delivery
Broadcasters set their own technical requirements, so ask for them early:
- Loudness: many European broadcasters follow EBU R128, which targets −23 LUFS integrated loudness for TV. Radio stations often have their own house specs.
- File format: usually uncompressed WAV, at the sample rate the station or production company requests (often 48 kHz for TV).
- Versions: a clean voice-only file, a full mix, and cut-downs if the campaign uses several spot lengths.
- File naming: brand, spot name, length and version, for example Brand_Spring_30s_v2.wav.
Usage rights for commercials
Commercial usage is typically licensed by media (radio, TV, online), territory and term. National TV usually sits at the top of the price range. Plan the whole campaign, including cut-downs and online versions, before booking, so everything is covered in one agreement. The details are in our voiceover pricing guide.
Pre-delivery checklist
- ✓ Script timed with music and fits the slot
- ✓ Brand name and call to action clear and repeated
- ✓ Legal lines included and readable
- ✓ Broadcaster specs (loudness, format) confirmed
- ✓ All versions and cut-downs delivered and named
- ✓ Usage rights cover every media, territory and term in the plan
A great commercial voiceover sounds effortless, but that ease comes from careful timing and preparation.
