Response Magazine - March 2011

and ideas to be realized much more cost effectively, says Hawthorne, but has at the same time made management of all the material a much more daunting process. It’s also more confusing than ever for marketers, many of which don’t understand the terminology and technology that goes on behind the scenes.

“Clients are now demanding to be able to be seen and heard across many different platforms, and it is up to us to anticipate their needs and to deliver for them,” says Hawthorne. “Most times, it is hard to get the exact requirements from the client as they don’t always know what they want, or they get terminology confused.”

The Tech Effect

Scott Opfer remembers a time in the not too distant past when listing a URL in a DRTV spot or infomercial was a big no-no. “We wanted all orders coming via the 800 number for greater accountability,” recalls Opfer, president and CEO at Springfield, Mo.-based Opfer Communications Inc., whose 2010 productions include the short-form Simoniz Fix It Pro, Patch Perfect Grass Seed, Topsy Turvy tomato tree and Garden

The use of URLs in DRTV spots such as Opfer Communications Inc.’s Garden Groom hedge trimmer spot increases sales because many consumers are more comfortable ordering via the Web.

2011 CoSt of SPot PRoduCtion

Below is the total cost for a hypothetical short-form dRtV spot. the numbers reflect the low-end and high-end of the production cost equation, with royalty estimates included for the former. Keep in mind that every dRtV commercial comes with its own requirements and challenges, and there is no “one-size-fits-all” cost estimate for short-form spots.

2010

Script consultation Script Music/audio Crew/equipment Location/studio talent/agency fee Art direction/stylist Props editing Catering director Voiceover Animation/graphics Royalties (1-3% on low-end)

Mark-up (10-35%)

TOTAL

Low-end

$2,600

$1,500

$1,250

$6,500

$2,300

$3,600

$2,100

$1,250

$5,000

$750

$2,200

$700

$2,000

$635

$3,175

$34,925

High-end

$17,000

$25,000

$15,000

$55,000

$15,500

$18,000

$15,000

$7,500

$35,000

$5,000

$22,000

$2,800

$20,800

n/A

$88,760

$342,360

2011

Script consultation Script Music/audio Crew/equipment Location/studio talent/agency fee Art direction/stylist Props editing Catering director Voiceover Animation/graphics Royalties (1-3% on low-end)