Guide · Commercials
German Commercial Production –
The Professional German Voice Actor's Role
The voice decides whether a commercial sticks or is forgotten in the next moment. This guide shows you how to plan spot type, timing, voice selection and production correctly — for radio, TV and online.
A commercial has seconds — sometimes only 20 — to anchor a message. In this brief window, the listener's brain makes a decision: interested or not interested. This decision depends less on the content than on the way it is delivered. And that is largely the voice's job.
A wrong voice choice can ruin the strongest script. An excessively dynamic voice in a spot for premium watches sounds cheap. A hesitant, quiet voice in an energetic fitness spot loses all persuasive power. At the same time, the right voice — well directed, professionally produced — can make a mediocre script exceed itself.
Spot types and their voice requirements
Not every commercial follows the same rules. Different media and use cases have different requirements for pace, energy and production.
Radio Spot
Purely auditory — no visual support. The voice carries everything. Energy, clarity and pace must replace the missing images. Standard formats: 20, 30 or 60 seconds. Technically: loudness-normalised to EBU R128.
TV Spot
The voice comments or carries — often as off-screen narrator. Must match the visual language and accompany the emotional arc. Synchronisation with picture and edit is critical. Highest requirements for audio quality and usage rights.
Online Spot / Pre-Roll
Flexible lengths, often 6 to 30 seconds. The first 5 seconds decide whether someone skips. The voice must create attention immediately. Used on YouTube, social media, streaming — clarify usage rights accordingly.
Podcast Ad / Host-Read
Either as a produced spot or as a written script for the host. Produced podcast ads need a voice that fits the podcast's target audience — often more authentic and less "advertising-driven" than classic radio spots.
Timing: how much text fits in how many seconds?
The biggest mistake in commercial production is a script that is too long. Every broadcaster checks this before broadcast. The rule of thumb: 2.5–3 words per second at a natural pace. More is possible at high pace, but sounds rushed and loses intelligibility.
- 15 seconds → approx. 35–45 words
- 20 seconds → approx. 50–60 words
- 30 seconds → approx. 75–90 words
- 60 seconds → approx. 150–180 words
The production process
Briefing and script approval: Before the session, the script is finalised and internally approved. Pronunciation notes for brand names, product names and unusual terms are prepared in writing.
Recording session: Multiple takes per text section are recorded. This provides choice between different interpretations and protects against small stumbles. All takes are clearly labelled.
Remote direction: Via Source-Connect or video call you can accompany the session in real time. You listen live as recording takes place and give direct feedback: "A little more energy" or "Slower on the second line". The correction take happens immediately.
Delivery: Files are delivered in the required broadcast format — WAV 48kHz/24bit for TV and radio, MP3 320kbps or WAV for online. Loudness normalisation according to EBU R128 is standard for broadcast.
Usage rights for commercials
For radio and TV spots, usage rights are a significant part of the fee. They define: which stations, which territory, for how long? Regional radio is cheaper than national; a single station less than a whole network. For online spots, territory and platform matter.
A buyout transfers all rights permanently and without restriction — practical for clients who want maximum flexibility, but correspondingly more expensive than time-limited licences.
What audio formats are needed for TV, radio and online?
For TV and radio: WAV, 48kHz, 24bit, stereo or mono depending on the broadcaster's specification. Many broadcasters have specific loudness requirements (EBU R128). For online: MP3 320kbps or WAV. Specify the target medium and broadcaster/platform in the briefing — files will be prepared accordingly.
How many takes do I get in a commercial production?
The voice artist records multiple takes and delivers the best version. With remote direction you can make as many directional changes as needed during the session. After delivery, one to two correction rounds are usually included — for fine-tuning based on the original briefing.
Can I attend the recording via remote direction?
Yes. Via Source-Connect or video call you can accompany the recording in real time and direct live. This is particularly recommended for commercials, because you can ensure the right energy and emphasis immediately — without a second recording session.
Commission your commercial voice over
Radio spot, TV spot or online ad — professional voice over for your commercial, broadcast-ready and delivered promptly.