larger audience, larger rates?

[Timothy J. allen]

I charge more for high end spots, but that’s more of a reflection of my production costs to meet the clients needs, than of the final distribution targets and reach.

It’s about that ever present “time vs. quality vs. speed = cost” equation. The quality part of the equation usually goes up if you produce in a larger market, because of talent level expected from talent (whether it be actors and musicians, or production and post). The local rates of the talent involved in completing the project tend to be higher in larger markets because of skill level. The distribution costs may be more, because of talent agreements.

Those rates for talent across the board are usually higher for the same reasons a smaller market’s rate are lower – cost of living expenses and basic supply and demand.

If the client expects a “national quality level” spot, it means certain things like color grading are a given. Custom music will cost more than canned music – but it can make the spot memorable. The best actors and musicians in large markets don’t charge union scale, that’s just their minimum rate.

Because of supply and demand, some things cost more in larger markets and some things cost less.

The final cost to the client is still based on how much it costs me to do it and how much I need to charge to cover those expenses and still make a reasonable profit. While the final profit may be more in actual dollars, my markup on costs (percentage-wise) isn’t.

[Grinner Hester]

My rate is based on my experience, talent and creativity and is charged by the hour. How many hours I spend of my time is what determines the invoice. I only need to know how the end product is used so I know what kind of master to make. How many see it is not a care of mine.

[Brett Frame]

Thanks for the insight.

I guess as we have dealt with photographers, jingle artist, talent, etc we have seen their rates go up depending on what the use is for. If it’s local… it’s rate A, regional… rate B, etc. I think a great edit job or motion graphic can have as much value to a piece as a great photo does. It would be nice if our rates adjusted as well. But…

Thanks,
Brett