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July 2018
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  • Live and direct
    From concerts to cup finals and ceremonial occasions, live events are increasingly important to broadcasters. Tim Dams reports
  • Cutting comments
    In advance of EditFest London 2018, four editors from the worlds of live action and animation who’ve shaped films from Top Gun to Wonderwoman 
to Sweeney Todd, tell Jon Creamer what it takes to create the perfect cut
  • All the World's a stage
    …And nowhere more than the UK, where studios are coping with an unprecedented demand for studio space from TV and film productions. Pippa Considine reports
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    From the shoot to final delivery, Michael Burns discovers the best route to HDR
  • Tools of the trade
    Televisual’s annual Production Technology Survey reveals the kit that producers are using to make their content – and what they think of it. Jon Creamer reports
  • Get some focus
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made lens choice more important than 
ever. Phil Rhodes runs through some of 
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  • The art of the edit
    In advance of EditFest London 2018, four editors from the worlds of live action and animation tell Jon Creamer what it takes to create the perfect cut
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Reports&
surveys

Commercials 30 2014 Back to Reports & survey Listing

Welcome to the Televisual Commercials 30 Survey, our annual survey of the commercials production sector.

Every year, we send survey forms out to the UK’s commercials production companies and ask them about their own businesses and the sector in general. The figures they give us help us to map the highs and lows of the sector and the opinions they give allow us to track how commercials production companies are thinking and feeling and what they see as the main issues affecting the sector now and in the future.

This year, although the long cold winter of recession has faded, the weather’s not all that clement. Commercials production companies are reporting that the work is out there but there are more production companies vying for it and agencies and clients know it. All are reporting an increased pressure on margins. Securing the job often means little or no profit. Pitch inflation is also rising as is pitching on jobs that never materialise.

In response, ad producers are now breaking out of their traditional box and casting their eyes beyond the 30 second spot. ‘Content’ has taken on a new importance, not least because that’s where the money’s going. Longer form work for brands is now a siginificant chunk of most producers’ turnover
Others are moving beyond work for brands and are making movies, shooting kids TV shows, making apps or interactive books – using their skills as storytellers in the wider world. As commercials production shrinks, the companies that will survive are those that can diversify.

For a place in the Top 30, a commercials production outfit is ranked across five criteria – its showing at eight award shows (Cannes Lions, Clios, Kinsale Sharks, D&ADs, British Arrows, Creative Circle Awards, New York Festivals and the APA Collection); its standing among its peers and whether it houses one of the survey’s most voted for directors or whether it made one of the survey’s most voted for ads. The number of directors on its roster and the number of ads it’s made is also taken into account. Each company’s best three scores then go forward to create its final total.


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