Car commercials cost more to make than commercials for any other product, the American Association of Advertising Agencies says.
A new association survey of 2002 data - the most recent available - calculated the average productioncost of a 30-second national automobile commercial at $578,500. The average production cost of all commercials was $358,000. Those costs do not include ad agency commissions and fees.
Ad agency executives say production costs of auto commercials tend to be higher because cars and trucks are more difficult to shoot than other products. Elements that contribute to those expenses include photography, lighting, art direction, wardrobe, props, computer-generated special effects, editing, music and announcers.
"TV today often requires a unique concept, special equipment and effects to cut through the clutter," says Hugh Broder, director of broadcast production at BBDO Worldwide in Troy, Mich. "This always adds costs." BBDO handles advertising for the Chrysler group.