When it comes to making TV commercials, beer and wine marketers have expensive tastes. Once again, the beer and wine industry finished at the top in the American Association of Advertising Agencies' annual report on commercial-production costs. The average cost to produce a beer/wine spot in 1994 was $536,000, the same as in 1993, the Four A's said. The soft drinks/snacks category moved up from No. 3 to No. 2, spending on average $418,000 to make a national 30-second spot. The office equipment/computers segment finished third, spending $385,000 per spot.
Overall, the average cost of producing a national TV commercial (any length) rose 10% in 1994, to $245,000. The overall average for a 30-second spot was $268,000. The least-expensive ads were found in the retail sector, at an average cost of $139,000.