Determining appropriate rates, understanding industry standards, and negotiating with clients are some of the top questions I hear from voice actors. And honestly? It can feel overwhelming—because every genre and usage case is different.
🔧 BASIC RATE STRUCTURE FOR COMMERCIAL VO
What determines the rate?
- How many ears will hear it? (Estimated impressions)
- Where will it run? (Broadcast TV, Streaming, YouTube, Local Radio, Spotify, etc.)
- Where geographically? (Local market, regional, national)
- How long will it run? (13 weeks? 1 year?)
- How long is the spot? (:15, :30, :60?)
Why does this matter?
- More ears = more potential customers
- More customers = more revenue for the brand
- Bigger platforms & longer run = higher ad value
- Your voice is being leased (usage), not sold
📌 REAL-WORLD EXAMPLE + STEP-BY-STEP RATE CALCULATION
Let’s say you get this message from a client:
“Hi {{firstName}}, I’d love to get your rate for a :30 TV and radio spot that will run for 3 months for my restaurant in Minnesota.”
✅ Side note: Most casting sites won’t be this specific. You might only see:
:30 TV & Radio Spot
So you’ll need to follow up to clarify:
- Where will it air (local, regional, national)?
- How long will it run?
- Will it live online, too?
Step-by-Step:
Step 1: Go to the GVAA Rate Guide
Step 2: Scroll to Commercial under Voiceover Categories.
Step 3: Click TV Broadcast
The client said Minnesota, and let’s say they confirm:
“Are you kidding me? It will only run in Minnesota. I can barely manage my restaurants here, much less expand!”
That tells you: Local market (one state, no major cities like NYC, LA, Chicago)
➡️ Rate for 3 months: $400–$500
Step 4: Now go to Radio under the categories.
This is also a Local Market for 3 months:
➡️ Rate: $250–$320
🧮 RATE BREAKDOWN
| Platform | Rate Range |
| TV (3 mo) | $400–$500 |
| Radio (3 mo) | $250–$320 |
Subtotal (Usage): $650–$820
Add a Session Fee (recommended): ~$150–$300 depending on your setup & services.
🤝 NEGOTIATION TIP: Provide Value, Not Discounts
Your client should feel like they’re getting a great deal—but that doesn’t mean undercutting your rate.
You do it by clearly communicating what’s included.
Sample Email Reply:
Hi ,
Thanks so much for choosing my voice to represent your restaurant! I’m excited to bring the spot to life.
Here’s what the industry-standard rate (via the GVAA Rate Guide) looks like for a 3-month run:
- TV usage (3 months): $400 – $500
- Radio usage (3 months): $250 – $320
- Session fee: $150
(Includes broadcast-quality home studio, connection options, session delivery, and one revision)
Since I know you’re a small business, I’d love to offer you the lower rate of $400 and $250.
Total: $800
If you decide to extend usage beyond 3 months, it’s just an additional usage fee (+10%)—and you’d save on the session cost since we already recorded!
Let me know what works best, and I’ll get everything lined up.
🔐 Why a Session Fee Matters
Even if the spot doesn’t run, your time, performance, and recording work still have value. Session fees are an important safety net—plus they help with things like short-notice requests, holding dates, and covering time spent prepping or editing.
I like to include the rate RANGE (when I can offer them less than the highest number) and then tell the client why I decided on the exact price within that range. I may say, “Typically my rate is on the higher end but since this is the first time working together, I’d like to offer you the mid-range rate.”
Hope this helps!!
