How to use UseFee

‍How to use UseFee
‍UseFee.tv has long been the main source for recommended artists’ usage fees for TV commercials  in the UK. For the first time ever, it has now been updated to include all media platforms, including online, social media and out-of-home.  The current calculator is for commercial voiceover. It is assumed to be: per script, per voice, per consecutive 3 months. Other calculators will be coming online shortly.

‍How the figures were reached 
Equity, the UK trade union for performers in commercials, has spent three years working with agents, artists and industry and media experts to investigate levels of usage fees in the industry. We’ve crunched many media plans, campaign impressions and industry standard fees to reach an evidenced level of impressions and fees in each media platform. We recommend that you use these to assist you in your negotiations.

‍How to use the calculator 

  • Enter your Basic Session Fee (BSF). The BSF and the transmission fee, equivalent to the BSF, will then automatically be added to the total. The Transmission fee grants to the Advertiser at least one transmission of the commercial on any media.
  • Enter your Television Viewer Ratings (TVRs) or impressions into the relevant media box. TVRs and Impressions should be included in the client/media plan. The advertising or media agency should have access to the media plan.

‍If you cannot get TVRs or Impressions
You can use the average ad campaign TVRs or impressions in the below:

  • TV: 500 TVRs - The high-reach "anchor" of the campaign. 
  • VoD: 20 million imps - Reaches the "cord-cutters" who no longer see the TV ads.
  • Online: 30 million imps - Acts as the reminder "echo" across the web.
  • Social media: 50 million imps Drives high-frequency engagement and "talkability."
  • OOH: 20 million imps - Provides physical stature and "real world" presence.

These averages have been researched and assessed by our media experts as typical campaign averages to serve as a guide. 

However, the only way to achieve an accurate recommended price is to ensure you get the specific impression and TVR figures for your campaign.   

Online and Social Media 
These are typically split out on a media plan. If, however, you are simply provided with a single 'Internet' figure, this will be a mix of Internet advertising sites and social media (such as Facebook, YouTube, TikTok). We therefore suggest you split the total across Online and Social Media in the tool i.e. if you are given total internet as 50m Impressions, we suggest putting 25m into each of Online Display and Social Media.

Other terms and conditions 
Other working terms and conditions for artists in commercials, including definitions of Featured Artist, Walk On and Background Artists, working time fees, overtime, length of days, travel time, details on TVR usage any much more is contained in the Equity, IPA, APA, ISBA Agreed Document in Commercials.