Commercial video budget 2026: costs, price factors and where to save
Plan your commercial video budget for 2026: realistic ranges, the key price factors and six ways to protect your budget.
In 2026, a professional promotional video will cost between 5,000 and 40,000 euros (net). A social media ad starts at 5,000 euros, while a complex commercial involving several days of filming can cost up to 40,000 euros. The four biggest cost drivers are shooting days, team size, post-production, and actors. These price ranges are based on current quotes from ROCC Film, a Berlin-based film production company with a team that has over 20 years of experience.
Where these numbers come from
Budget planning rarely fails because of the math, but rather because of unrealistic figures. That’s why we don’t make any estimates here: We derive every range on this page from actual ROCC film offers from 2025 and 2026—the same data that our video production cost calculator operates. All prices are net, plus sales tax, as is customary for business customers.
The three phases of a commercial video budget
Every promotional video goes through three phases, and each one costs money. If you want to keep your budget under control, plan for all three from the very beginning.
| Phase | What happens | Percentage of the budget |
|---|---|---|
| pre-production | Concept, Screenplay, Storyboard, Locations, Casting | 15 to 25 percent |
| Production | Shooting Days with the Crew, Technical Team, and Actors | 40 to 55 percent |
| Postproduction | Editing, Color Correction, Sound Design, Music, Animation | 25 to 35 percent |
Many teams cut corners on pre-production at first. This comes back to haunt them: A well-thought-out concept determines whether one day of shooting will suffice or whether three will be needed. The most cost-effective euro in the budget is the one spent on planning.
How Much a Day of Filming Costs
A day of filming is the most expensive part of producing a commercial. Depending on the size of the crew, it costs between 4,000 and 12,000 euros. Here’s how the cost breaks down:
| Position | Typical daily rate |
|---|---|
| Director | 850 to 950 euros |
| Cinematographer (DoP) | 800 to 850 euros |
| Producer / Project Manager | 650 to 750 euros |
| Sound | 500 to 700 euros |
| Camera Technology and Lighting | Depending on the setup, starting at about 500 euros |
| Optional: Cast | 500 to 2,000 euros plus usage rights |
Two things stand out. First: People cost more than technology. Modern cameras deliver cinematic quality at prices that were unthinkable ten years ago, but talented people have remained at the heart of every production. Second: Actors come with a hidden cost: usage rights. Anyone who books a professional actor pays a fee plus a buyout for each channel and time period. Real employees in front of the camera are therefore not only more authentic but also easier to budget for. Editing takes place in post-production after filming, with daily rates ranging from 650 to 750 euros.
Typical Budgets by Format
| Format | Realistic budget (net) | What it's good for |
|---|---|---|
| Social Media Ad | from 5,000 euros | One day of shooting, a small crew, versions for 9:16 and 1:1 |
| Commercial | 5,000 to 40,000 euros | From a short online ad to a campaign involving several days of filming |
| Image Film | 8,000 to 35,000 euros | See the page for details Costs of a Promotional Video |
| Explainer Videos | 3,000 to 15,000 euros | Animated projects start at 3,000 euros; typically around 10,000 euros. Details: Explainer video costs |
| Product Video | 4,000 to 12,000 euros | Studio setup, half a day to one day of filming, clear product message |
By way of comparison: National TV campaigns often start with six-figure media budgets before the team even produces the first second of footage. A good promotional video, on the other hand, continues to work for you for years to come on your own channels, on your website, and in your campaigns.
The Four Cost Drivers That Really Make a Difference in Your Budget
- Shooting days. Every additional day means more crew, equipment, and logistics. That’s why the most important budget decision is made during the planning phase, not on set.
- Team size. There’s a difference of several thousand euros per day between a three-person team and a full crew of seven or more people. The film’s requirements—not the catalog—determine which team you need.
- Post-production. Editing and color correction are part of every film. Elaborate sound design, animations, and visual effects are the items that drive up the budget.
- Actors and rights. Pay is only half the story; buyouts for channels and contract terms make up the other half.
Six ways to protect your commercial video budget
- Determine the goal before deciding on the format. Not every problem requires a big TV commercial. Sometimes three good social media clips can achieve more than an expensive, high-gloss film. If you know your goal, you’ll choose the right format.
- Invests in pre-production. A well-thought-out concept saves shooting days, and one saved shooting day covers the entire cost of the concept phase.
- Groups filming days. Three films shot over two days are more cost-effective than three separate productions: same crew, same equipment, and just one setup and teardown.
- Put your own people to work. Using real employees instead of hired actors saves on fees and buyouts. It’s our job on set to make sure they look good on camera.
- Think about social media formats from the very beginning. It is possible to edit a 16:9 film into a portrait-oriented reel after the fact, but it costs extra. If you plan for the formats in advance, you’ll shoot for them from the start.
- Allow for a 10 percent buffer. Weather, illness, a filming location falls through: A buffer turns a surprise into a footnote rather than a budget crisis.
Frequently asked questions about your commercial video budget
How much does a promotional video cost at ROCC Film?
Between 5,000 and 40,000 euros net. A social media ad starts at 5,000 euros, while a commercial involving several days of filming and full post-production can cost up to 40,000 euros. The exact range for your project is shown in our Cost calculator.
How much does it cost to have a promotional video produced?
Having a promotional video produced by ROCC Film typically costs between 5,000 and 40,000 euros net. The key factors are the number of shooting days, team size, equipment, actors, usage rights, and post-production.
How much does a day of filming for a commercial cost?
Depending on the team size, between 4,000 and 12,000 euros net. This range covers direction, camera, lighting, sound, the producer, and technical support. Actors, special locations, and buyouts are added depending on the concept.
Why do we list all prices as net prices?
Promotional videos are services provided to business customers, so the industry bills net—that is, plus the applicable sales tax. For your internal budget planning: The gross amount equals the net price multiplied by 1.19.
How long does it take to produce a promotional video?
It typically takes six to ten weeks from the initial consultation to the finished film: two to four weeks of pre-production, one to five days of shooting, followed by three to four weeks of post-production with rounds of revisions. It’s possible to do it faster, but that incurs additional costs for the crew and locations.
Is a professional promotional video worth it even on a small budget?
Yes, if the format fits the budget. You can’t run a TV campaign on 5,000 euros, but you can create a really good social media ad. The key is that the concept and the goal are right. During our initial consultation, we’ll be honest with you about what’s realistic for your budget—and sometimes the most effective solution comes in under the maximum budget.
The Next Step
You have a product or a message that should reach people? Then let us talk about your project. The first conversation is free: we listen, we ask questions, and we give you an honest assessment with real numbers.
Arrange your initial consultation now
Further reading: Commercial costs at a glance · video production cost calculator · Our work
