If you have never produced a television commercial before, the process can feel opaque. You know you need one, you have a rough idea of what you want it to look like, but you have no idea how long it will take, what it will cost, or what information you need to provide to get started. This guide walks you through the full process — from the first conversation to the day your ad airs.
Stage 1: Creative brief and concept (Week 1)
Everything starts with a conversation. Before anyone picks up a camera, your production company needs to understand your business, your target audience, what you want the commercial to communicate, and where it will air. From that conversation, they will develop a creative concept — the story, the tone, the visual approach, and the call to action. This is the stage where you can make changes easily and inexpensively. Do not rush past it.
Stage 2: Pre-production — planning the shoot (Weeks 1-2)
Once the concept is approved, pre-production begins. This includes writing the script, booking locations or studio time, casting any talent that appears on screen, scheduling the shoot day, and arranging all equipment and crew. For a local Toronto commercial, this typically takes one to two weeks depending on the complexity of the production.
Stage 3: Production — the shoot (1-2 days)
The actual filming typically happens in one to two shoot days for a standard 30-second GTA commercial. A professional crew handles camera, lighting, sound, and direction. If you are appearing in your own commercial, this is the day you show up. If you are using actors or real customers, they come in for their portion of the shoot.
Stage 4: Post-production — editing and finishing (Weeks 2-3)
After the shoot, the footage goes into editing. This stage includes the initial edit, colour grading, adding music and sound effects, creating any motion graphics or text overlays, and incorporating your logo and call to action. You will typically see a first cut, provide notes, and go through one to two rounds of revisions before final approval.
Stage 5: Delivery and placement
Once the commercial is approved, it is exported to the technical specifications required by each broadcaster. Stations like Rogers Sportsnet, Global News, and CP24 each have specific requirements for file format, resolution, and audio levels. A production company that also handles media buying will ensure your ad meets these specs and deliver it directly to the station. If they do not handle placement, that falls to you or a separate media buyer.
What affects the cost of a TV commercial?
- Length of the spot — 15, 30, or 60 seconds
- Number of shoot locations
- Whether talent is required and at what level
- Amount of post-production work — motion graphics, animation, voice-over
- Number of revision rounds
- Whether media buying and placement are included or separate
SignatureGold handles every stage of TV commercial production in-house, including media buying and placement across GTA broadcasters. Call 416-569-1967 or email greg@signaturegold.ca to discuss your commercial.