Most TV commercials are poor because they are done for free. Many local television stations produce commercials as a loss leader to sell the air time.
It is hard to compete with free.
Ambitious, naive producers, myself included at one time, see the sad state of most local spots and think market opportunity.
However convincing a small, local business to pay you for several days of work with gear when they can have a commercial produced by the local TV Station for free is a tough slog until you have proven work.
When I say proven, I don't just mean that the spots look and sound good. The moment of truth for your clients is return on investment.
Will the local spots you produce increase actual sales and help the reputation of the business?
That question is the standard that commercials should measured against. Perceived production quality, although helpful, is not enough
To the marketers and business people reading this, my observations could not be more obvious. But I'm not writing to marketers and business people today.
I'm writing to producers, directors, camera operators, sound recordists, make-up artists, writers – every craft within video production. Although it is critical that we are true to our craft, it is more important that the goals of our clients be served.
If you are signing the checks, it is all about you, and not even then most of the time.
Given that maybe local commercial don't suck in any way that matters. Maybe they just look and sound bad.
