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How to write a 30-second TV commercial script
April 8, 2010 by Dean Rieck
Filed under: How-to Guides
Every copywriter longs for the opportunity to write a
TV commercial. But the type of commercial you’ll end up writing isn’t what you think it will be.
Unless you work at an ad agency or video production house, you’re not going to come anywhere close
to writing a script for the next NIKE commercial.
You might get the opportunity to write a direct response or DRTV commercial. But you’re more
likely to write spots for shoe stores, neighborhood banks, used car dealers, furniture outlets, fruit
markets, and other local businesses.
Not too impressive, I know, but there’s a ton of small businesses who need these kind of TV spots.
And someone has to write the scripts. Right?
Page 1 of 8How to write a 30-second TV commercial script
11/16/2010http://www.procopytips.com/tv-commercial-script

It might as well be you.
Understanding Local TV Advertising
TV commercials are not like other media, such as print or websites.
A reader browsing a website has plenty of time to absorb information and can even reread copy that is
interesting or informative.
However, TV commercials happen in real time. Most local spots run 30 seconds. That’s all the time
you have to tell the viewer about whatever you’re selling. When it’s over, it’s over.
Of course, an advertiser will run commercials more than once, so viewers may be able to see your
spot several times. However, the number of times it runs is out of your control. So you shouldn’t rely
on repetition to get your message across. It should be clear and complete even if seen just once.
It’s also important to remember that the small businesses who run local TV ads don’t have a big
budget. The owners usually operate brick-and-mortar stores and want to attract local customers. Your
commercial can’t waste time on clever visuals or dialog. It must introduce the business quickly and
give viewers a reason to go to the store.
The 30-Second TV Commercial Formula
There are many ways to structure a TV commercial, but for our purposes, let’s stick to the standard
“voice over” spot. This means that an announcer reads about 30 seconds of copy accompanied by
synchronized video. (Technically, a 30-second commercial is 28.5 seconds. You lose about one and a
half seconds to fade the video up at the beginning and down at the end.)
So you will write a script consisting of two elements: the audio (announcer’s voice over) and the
video.

Click to download a pdf of this
template.
Most writers use a specially formatted TV script template for this, a page with the Audio on one side
and the Video on the other. You can see the template I use here.
If there is anything like a formula for writing a local 30-second TV script, it’s this:
1. Say it.
2. Explain it.
3. Repeat it.
SAY IT.
With only 30 seconds to work with, you don’t have much time to build a mood or be clever. You must
get to the point with the first sentence. Come right out and say what the spot is going to be about.
“Save 50 percent on all living room furniture at Finley’s Furniture!”
“Sun Bank offers you the lowest rate home equity loans in town.”
“Buy your dream car at Nolte Chevrolet for just one dollar down!”
The lead sentence in a commercial is like the headline in a print ad. It must get the viewer’s attention,
select the appropriate audience for the message, and make the viewer want to know more.
Along with the announcer speaking this lead sentence, you will need to show a visual to go along with
it. If the commercial is about saving 50 percent at Finley’s Furniture, you could show an attractive set
of furniture with the words “Save 50%” on the screen.
Words on a TV screen are generally called “chyron” or “CG” for character generator. So when you
write the announcer’s first sentence in the audio column, you will also write instructions for the video
and CG in the Video column.
EXPLAIN IT.
After you SAY IT, you need to EXPLAIN IT. If your lead sentence is successful, you now have the
attention of the viewer and must spend a few seconds sharing additional details.
If your lead sentence is “Save 50 percent on all living room furniture at Finley’s Furniture,” you could
show various brand name pieces of furniture with audio that names each one.
Or to keep it simple, the audio may be nothing more than “Save 50% off traditional furniture. Save
50% off modern furniture. Save 50% off sectionals, tables, and lamps.” And so on.
REPEAT IT.
Finally, after you SAY IT and EXPLAIN IT, you should REPEAT IT. This sounds pretty simple, but
a lot of writers forget this.

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Remember that your audience is not necessarily a captive one. Attention spans are very, very short.
With remote controls and hundreds of channels to choose from, you can also expect many viewers to
come into your spot late. They may be interested in what you’re talking about, but if you don’t repeat
your “headline,” you run the risk of loosing a sale.
Often you just need to repeat the idea in the lead sentence and, since you’re probably urging people to
show up at a store at a particular time, give the location and time. Like this: “Save 50 percent on every
piece of living room furniture in the store. This weekend only at Finley’s Furniture. 123 Main Street
in downtown Groveport.”
On the screen, you could show “Save 50%” plus the date and address, along with a picture of the
outside of the store.
Quick Tip For Writing Local TV Commercials
Okay, I know a commercial like this isn’t very sophisticated. It doesn’t take a genius to write one.
That’s why the hardest part is resisting the urge to be creative. You have a job to do, usually to drive
buyers to a store location. And more often than not, the more creative you try to be, the more likely
your commercial will fail.
What you have to learn is how to build the words, images, and CG so they deliver a clear, complete
message in just 30 seconds. So here’s my tip: Set up your DVR or video recorder to capture a few
dozen local TV ads. Then watch them carefully and transcribe the audio and video images.
After doing this a few times, you’ll start to get a sense for how local TV commercials are put together.
Eventually you’ll be able to write a script on your own. It may not be an award winner, but it will
probably be good enough to get the job done.
Related posts:
How to write a direct response TV commercial that sells1.
How to write a radio ad that generates calls or traffic2.
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Smart Comments
5 Comments on How to write a 30-second TV commercial script
Joshua Black on Apr 8th, 2010 11:23 am1.
I can see how this is also a really concise method to get your message across in other mediums
too, such as classified ads, radio, and this would even work well for YouTube informercials.

Thanks for the insight.
-Joshua Black
The Underdog Millionaire
.-= Joshua Black’s last blog … Bag of Dog Poop Ignites a Small Business Fire… =-.
Dean Rieck on Apr 8th, 2010 12:03 pm1.
Joshua,
Well it would work for radio. Classified line ads are so short you basically have to keep them to
a headline. They’re like tweeting. For a 30-second TV script you have about 70 – 80 words.
That’s short.
akhtar shirzai on Aug 23rd, 2010 4:45 am1.
actually, it is very intersting for me, because i work in NATO in tv section and have to write tv
spot for the support of Afghanistan governmet, but we havent any training now and i am new
for that work .
so, i hope to support me in this case for how to write spots for 2 minutes and what is important
for best script to regard it and learn it.
Ian Moore on Nov 12th, 2010 5:00 am1.
I am a graphic designer by trade, based in the UK, which has involved a certain amount of
copywriting and copyediting for both print and web over a 26 year career. I have recently been
asked to write a 30 second tv ad though and I find the opportunity to tempting to turn down. I
will be studying your tips pages while I consider my approach but I have no idea what to offer
as a fee nor what the going rate is for such a commercial. Can you offer any guidance?
Dean Rieck on Nov 12th, 2010 9:40 am1.
Ian,
There really is no “going rate” in copywriting. Fees are all over the lot. But you can see the

following for a sense of what full-time professional copywriters might charge.
http://www.directcreative.com/copywriter-salaries-and-fees.html
Keep in mind that this may be higher or lower than what YOU can get. It’s all about your
experience and skill and the expectations of your client.
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