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Rate Calculator Tool

Introducing the Rates Calculator — an essential tool for agencies to quote based on supplied or estimated audience metrics and ensure a fair remuneration for voice talent across all types of projects.

Many agencies struggle with how to quote for usage across different media, whether it's Internet jobs based on impressions, TV spots calculated on TVRs, in-store campaigns tied to store numbers and duration, or internal and industrial projects scaled by employee count.

Our calculator takes the guesswork out of pricing, helping to ensure every job is valued more accurately and in line with the power of each medium and its audience.

Proper compensation not only respects the voice talent's rights but also honours the nuance, personality, and creativity they bring to every performance.

Get confident in your pricing decisions and build stronger, more respectful relationships with talent and clients - the Rate Calculator will help guide you every step of the way.

Image of an agent trying to work out a rate to charge on a calculator, looking confused

Internet Rates

A client should provide you with an indication or accurate number of impressions, if they cannot, then you can give them a few options based on 1M, 5M, 10M impression etc. Remember, the internet is more powerful, more accountable, more trackable and more relevant to today’s audience, so pricing should reflect this. The tool helps calculate the cost based on three key elements, fully adjustable by you:

  • Impressions: The total number of online views expected for the campaign. This reflects the scale and reach of the promotion.
  • Celebrity Multiplier: A factor that adjusts the fee according to the popularity and demand of the talent involved, ensuring fair compensation based on their market value.
  • Basic Studio Fee (BSF): Covers the time spent in the studio (per hour or part thereof).

TV Rates

To provide you with an accurate and transparent fee for your television campaign, we calculate the cost based on several key factors (as approved by UK Equity):

  • TVRs (Television Ratings): The expected audience rating points for your TV spot, which reflect the size and impact of the target audience.
  • Region: The geographic area where your campaign will be broadcast, as rates may vary depending on market size and reach. National is the default.
  • Rerun Status: Whether the spot is a first-run or rerun, since this affects the overall cost and licensing fees.
  • Basic Studio Fee (BSF): Covers the time spent in the studio (per hour or part thereof).
Image of an agent trying to work out a rate to charge on a calculator, looking confused
Image of an agent trying to work out a rate to charge on a calculator, looking confused

In-Store Rates

To provide a clear and accurate fee for your in-store campaign, we calculate costs based on key factors that influence overall pricing:

  • Number of Stores: The total count of retail locations where your campaign will be displayed, impacting the scale and reach of your promotion.
  • Duration (Years): The length of time your content will be broadcast in-store, which affects the overall cost and licensing terms
  • Basic Studio Fee (BSF): Covers the time spent in the studio (per hour or part thereof).

Internal / Industrial Rates

All content has an audience, and thus some level of usage needs applying. To provide you with a transparent and accurate fee for your internal or industrial campaign, we base our cost calculation on the following key factors:

  • Employee Count: The number of employees who will have access to your content, reflecting the scope and reach within an organisation.
  • Usage Term: Whether the content usage is limited to a set period or granted in perpetuity, which significantly impacts the overall fee.
  • Basic Studio Fee (BSF): Covers the time spent in the studio (per hour or part thereof).
Image of an agent trying to work out a rate to charge on a calculator, looking confused