Example regio: The regio tariff (up to 20 million inhabitants) applies, e.g. to North Rhine-Westphalia, Czech Republic, Austria or Switzerland. So if an Index A voice artist is booked for a spot that will be used on Swiss TV for up to 3 months, this costs 0.8x 400 € = 320 €.

Example DACH+: A spot including a reminder is to run for three months on TV in the DACH+ area. The basic national price in Index B is €500. So the total price for spot & reminder is 750 € (1.5x 500 €). For DACH+ in Index B, we take a factor of 1.8x 750 € = 1,350 €.

Example Extra Length: The factor for a text script of up to 15 minutes is 1.9x (factor 1.3x up to 5 minutes +0.3x for each additional 5 minutes). If the spot is to be exploited nationally online for up to 3 months, the fee in Index B is 950 € (1.9 x 500 €).

Example individual TV station: The factor for the RTL television channel is 0.8x. If a spot is to be broadcast on this station for 3 months in Germany, the cost in Index B will be: 0.8x 500 € = 400 €. A spot on RTL in Austria (3 months) in Index B costs 0.8x 0.8x 500 € = 320 € (0.8x for regio, 0.8x for RTL as an individual TV station). If the spot is aired for 3 months on RTL in Germany, Austria and Switzerland, the calculation in Index B is: 1.8x 0.8x 500 € = 720 € (1.8x for DACH+, 0.8x for RTL as an individual TV station).

How to find the right price

Find the right tariff for you. Either you already know the basic information as to exploitation (residents, listeners, dissemination or media budget) or you can do a search on our —>Tariff Finder. You multiply the basic price (according to price index) by the desired media and temporal exploitation.

Example: You are looking for the price for a spot that is to run throughout Berlin & Brandenburg on radio + online (via geo-targeting). Berlin & Brandenburg toge- ther have approx. 6.2 million residents —>City plus tariff. A voice artist in Index B costs 200 €. The spot should be used for 1 year radio & online —>Factor 1.5. 1.5 x 200 € = 300 €. Or would you rather a spot and a reminder? —>Factor 1.5. 1.5 x 300 € = 450 € for the spot + reminder for one year radio + online in Berlin and Brandenburg.

Layout in small-scale tariffs:

The percentage value of the specified fee is calculated as the layout fee. So, in the local tariff, the layout fee is exactly the same as the fee and the exploitation together. In the local plus tariff it is 80%.
Depending on the medium, the usage can be limited by the number of residents or listeners / viewers:

• Inhabitants RADIO, TV & ONLINE: The number of people who live in the broadcast area or the area that is "hit" with advertising, e.g. via geo-targeting (technical coverage).

• Residents CINEMA: The number of residents in the respective city where cinemas are located including the surrounding district(s) or the maximum number of annual visitors of the movie theaters booked.

• Listeners / viewers TV, RADIO and / or ONLINE: Billing based on daily reach (e.g. listeners yesterday, Mon-Fri, in total). You can easily find a variety of stations & station combinations including rates with our tool Brilliant Voice® Tariff Finder at https://brilliantvoice.com/en/funk-tarif-finder.htm.

• ONLINE dissemination: Billing according to specific placements (ad impressions / views / searches). If a spot is played once to the users of a service or even just started (cf. also if the spot is canceled / skipped on YouTube), this is referred to as dissemination.

• Media budget (all media): The media budget describes the amount spent simply on ad placement. In the event of a countertrade (such as free advertising in return for providing products for sweepstakes) or a compensation model (free ad placements in return for a share of the turnover), the price that is usually due for the placements according to the price list applies. In this price list only the values for ONLINE Media Budgets are given. Other media available on re- quest.

  Online = incl. placements

  Special prices are possible if a spot is understandably only intended for a fraction of the broadcast area or if it can be justifiably argued that although the boo- ked broadcast area cannot be reduced, only a partial target group shall be reached (e.g. because the broadcaster may not split its program or advertising blocks according to frequencies).

• Example: A commercial for a bakery in Frankfurt is broadcast throughout Hesse. However, it is very unlikely that customers from Kassel will be inclined to travel to this bakery —>special arrangements are possible.

• Counterexample: An ad for an event in Frankfurt, on the other hand, may very well lead to visitors from Kassel.

  Special arrangements are always a matter of discretion - our team will be happy to assist you with a precise assessment at any time!

  Please note: Upon request, the client must provide evidence of actual use by a means suitable. See —>The fine print.

Ad extensions (RADIO spot extensions / local retailer trailers)

Extensions denote the naming of retailers (i.e. where to buy) and are usually attached (edited on) to the end of a finished spot. If an extension is edited onto several spots, a new ad extension fee is due for each version. If an extension is recorded without the motif of the base spot being known, a full spot motif will be charged. The voice artist of the basic spot is remunerated with the regular spot fee, but receives no additional payment for the potential extensions. If the voice artist for the ad extension is the same as for the base spot, the first extension is already included in the price of the base spot.

Archive

If a commercial still exists passively on the Internet after it has been broadcast (e.g. on the customer’s website or on a video platform), this is referred to as archive. For this use, a fee will be charged for the tariff —>IMAGE complete.

Claim

A claim indicates the end of a commercial when the product or brand is succinctly described once again - comparable to a slogan or catchphrase (e.g. „Taste the feeling“ or "I’m lovin’ it!"). Claims are thus part of the commercial. If the claim is exchanged or reused in other spots or products, additional fees for exploitation are due.

Cut-down

A shortened version of an originally longer commercial spot is known as a cut-down. This means that there is always a so-called main spot for each cut-down, which serves as the starting version for shortening. Strictly speaking, a cut-down may not contain any audio or visual material that cannot be found in the main spot – it’s name is a literal description: a cut down version. Ipso facto, no new / additional voice recordings should be necessary for cut-downs. For cut-downs with additional text variations / recordings, see —>Multi-work prices (campaign prices). Cut-downs, which have the same content as the main spot, but have to be recorded extra faster due to the length of the spot, can still be billed as cut-downs.

Digital Out of Home (DOoH)

The digital advertising media in public spaces - screens, LED surfaces and projections - are controlled by computers. They are networked online and broadcast advertising and often content (editorial content). They can be addressed individually or in networks. Ideally, they show video spots or animated, eye-catching material in real time.

Positioned at touch points relevant to the target group, they are either reach media (such as public video) or aimed at specific target groups (such as doctor's office TV).

Calculated like —>Out of Home.

Interferers are changes to the image and treated as —>Cut-downs.

Internet see —>Online advertising

Mobile advertising see —>Online advertising.

Online advertising

covers all forms of Internet advertising:

• PreRoll / PreStream/ AutoPlay / upstream advertising (e.g. on YouTube), embedded advertising (on websites), landing pages.
• In-stream
• Instagram stories, etc.
• Push / sponsored post (e.g. on Facebook).
• AutoPlay (spot starts playing immediately without a click)
• Mobile advertising
• Video on Demand (VOD)
• Accessible TV (media libraries)
• and much more.

For passive use of spots on the Internet (without ad placements; in perpetuity, no large campaign sites), see —>IMAGE complete.

Online audio

Like —>Online advertising, only without a picture. Audio advertising may not be presented with a still image or the like, since the advertising effect is significantly higher with clickable elements like an image or video. If used with a still image, picture or video, the right to exploitation for the online medium must be booked.

Out of Home (OoH)

Out of Home refers to outdoor advertising, i.e. advertising in public spaces. The term is often used for billboard advertising, but there are also forms with sound (and images), e.g. in shopping malls, train stations or airports. Out of Home also includes taxicab advertising and other transport advertising. Advertising in stadiums or at the POS (point of sale), however, is billed differently.
See also —>Digital Out of Home

Podcast

A podcast is (a series of subscribable) audio or video contributions that can be obtained via the Internet.

POS (point of sale)

Commercials or advertising films that are shown directly at the point of sale (e.g. in shops, hardware stores, etc.) as well as in showrooms.

Reminder

A spot inserted in the commercial break that is always at least half the length of the main spot and basically refers to the content of the main spot. The aim of the reminder is to anchor information from the main spot. If there is a difference in content or added information, that is a further motif. Reminder fees generally apply only in conjunction with booking of the main spot (both during production and broadcast).

Reminders that are broadcast in commercial break without the main spot (or that are independent of the main spot in terms of text design) are calculated as regular spots.

Even if the length of the text is close to or the same as the main spot, this is not considered a reminder, but another spot.

The definition of reminder also applies to so-called 'pre-minders' (also called 'tandem spots'), which are a kind of teaser for the main spot.

Example: "No Christmas present yet? XXX has just the thing for you! More information after the next spot / Stay tuned!"

Sponsoring (patronage) with up to four parts (e.g. "is brought to you by / coming up / we now continue with / has been presented by") are billed as one spot.

Store radio / POS without picture

Audible in-store announcements in department stores / markets / branches.

Tag-on refers to a short appendage that is broadcast directly with the main spot. As a rule, the tag-on refers to a special promotion that runs for a limited period of time (e.g. "Now with 20% more inside - but only for a short time"). If the tag-on is booked together with the main spot, it is billed like a reminder with a factor of 0.5x (related to the main spot). If more than one tag-on is booked, each additional tag-on is calculated with an additional factor of 0.5x (based on the price of the main spot). If the tag-on is booked individually, a new motif will be charged.

Trade fairs

A trade fair is a temporary, generally recurring marketing event, where manufacturers or vendors display, explain and / or sell their products or services (also through audio-visual media).

Time variants

In as far as an advertising spot runs for a maximum of 14 days, up to three time variants are included in the spot price (e.g. on Saturday, tomorrow, today). For a longer run time, a surcharge of 50% will be added for up to three time variants. The variants mentioned may appear in a maximum of two places in the spot. Apart from the time variant, nothing else may be changed in the text or spot; additionally, it must be possible to read off the variants directly in a flow one after the other.

List: TV Broadcasting Stations

see —>Exploitation options for Individual TV stations

More stations on request!

Source: https://www.kek-online.de/fileadmin/user_upload/KEK/Medienkonzentration/Zuschaueranteil/Zuschaueranteile_2020.pdf

Audience shares 1st half 2020 in percent.

Web streaming of radio and TV programs

If a radio or TV program - and thus the advertising contained therein - is streamed on the Internet without modification, this does not count as an additional medium, but as an additional receiving device. This form of distribution is therefore covered in all tariffs that include TV or radio and does not entail any additional fee for exploitation. However, if an advertising spot is explicitly placed before the stream, this does constitute active advertising use —>Online.

Text-to-Speech or speech synthesis refers to software that artificially converts written text into acoustic speech output. As a basis for this type of software, the real voice of a person is usually used as a template. The voice is recorded with all its facets and then broken down into the smallest parts in order to create new spoken material and content from them - ideally unlimited. Well-known examples of this are Siri or Alexa.
More and more companies are also using TTS for branding, thereby generating brand voices that represent the brand or company through voice, significantly shaping them through their own recognition value. These brand voices accompany the users vocally through the brand's own audio world, e.g. as part of the Alexa system, a program or an app.

TTS must be clearly distinguished from the linear recording of a previously defined text (e.g. continuous text recording for a product).

Since this type of software means that one's own voice can be used (or abused) almost indefinitely, bookings of this type should always be care- fully thought through, assessed and limited to a project-specific basis.

Generally, fees for TTS are made up of three or four elements:

1. LAYOUT

This factor stands for the pure work performance and its remuneration. In general, TTS sessions are complex, time-consuming and energy-intensi- ve recordings, which often take place over several weeks. In the rarest of cases can they be measured purely based on the text length itself, as a lot of modulations are exercised here when speaking, and the smallest subtleties are worked on. Depending on the total duration of the recor- ding(s) and the market position of the voice talent, the price per recording hour is between 80 € and 250 €. The material produced may then be used for internal research and development, but this does not include use/publication of the material for one's own product.

2. USAGE

Calculating an appropriate buyout for the actual use of the recordings is complicated and complex. The fees on the market can basically range from a one-time payment of a few thousand euros to an annual payment of several hundred thousand euros.
As always, the more specific the key usage data, the more specific a price can be set (e.g. type of product, target group, quantity, sales price, tem- poral, geographical or media usage, etc.). We strongly advise against blanket offers!

At the time the offer is prepared, however, it is not always possible to foresee how the product will develop, what new (technical) use possibilities might arise, for example, or even what the actual success and popularity of the product will be.
This kind of potential development / use should be part of the pricing and can also be integrated through annual buyouts, for example.

Station Voice RADIO

In order to negotiate a fair station voice fee, the following basic data, among other things, is required:

• Station (residents in the broadcasting area / listeners)
• Usage (only on-air or also within podcasts / streams / social media etc.)
• Frequency & duration of the recordings
• Exclusivity (for what or for whom is the voice talent possibly no longer allowed to speak? Experience shows, advertising / reports for other sta- tions in the broadcast area is excluded, but not for nationwide broadcasting stations)

It should also be noted that a few elements that are repeated frequently within the program cause the same amount of wear and tear on the voice as constantly producing new elements from scratch. The scale of the recorded elements, therefore, has only a limited influence on the price. Example: One hour of recording per month for a small local station starts at about 500 € per month.
30 minutes of weekly recording for a station in the city plus or regio tariff costs up to 2,000 € per month.

Note: Advertising and sponsorships are generally not included in the fee and must be paid for separately.

Often an initial lump sum is agreed upon (usually in the amount of one to three monthly fees) for which a large number of elements are produced during the first longer recording.

The basis should always be in the form of a written contract that clearly regulates what kind of recordings are to take place and how often while also stipulating, for example, possible trial and notice periods as well as what happens with the fees for use after the end of the contract.
If individual elements are booked without a monthly contract, the exploitation period is generally one year.
We would be happy to support you with our many years of consulting expertise! Just contact our team for —>Brilliant Support.

Station Voice TV

Station voice fees and contracts for TV are similar to those for RADIO.
Here, fees based on working hours are also common for regular bookings. In this case, payment is made per hour or part thereof.
Depending on the broadcaster and the market position of the voice artist, minimum fees range from 150 € to 250 € per recording hour.
Also in TV, it is particularly important to precisely regulate the temporal utilization so that the voice recordings are not used endlessly.
The use should always be limited to 1 year or end in the foreseeable future (e.g. 3 months) after the end of a fixed-term contract - archived edito- rial content on the Internet or in social media are generally allowed to remain online permanently, but no new formats may be produced with the elements of the (old) station voice.

See also —>Exclusivity.

If desired, that is, contractually stipulated that the voice artist refrain from accepting offers in specific areas for other companies / brands / etc., an appropriate compensation must be paid. This usually takes the form of an annual payment. Exclusivity can be sought in various areas like, for example, geographical; industry or product-specific criteria. Examples: no other advertising for technological products, no other advertising in Germany, no advertising for other insurance companies, no announcements for other radio stations.

The price for exclusivity is usually a mean value of several forecasts and considerations:

a)  How many jobs (in what amount) will the voice artist have to turn down, which, theoretically, are otherwise to be expected?

b)  How many jobs (in what amount) did the voice artist actually have in the area to be excluded in the past few years?

c)  How long will the voice artist need after expiration of the exclusivity period to reactivate the old customer base and / or old job offers, in other words, to restore their own order backlog in the previously excluded area to the level before the exclusivity?

As to which orders and exploitations are to be specifically excluded, this must be precisely defined in advance. This also includes the clarification of potential grey areas and misunderstandings and a contractual exclusion thereof.