Prepared and recommended by the PMA and the AMA, the guide shown consists of suggested minimum rates for the rights to use one commercial on television only for a period of one year in the territory specified.
The use fee is shown as a percentage of the negotiated basic studio fee, and includes the right to use on terrestrial and cable television in the country concerned. Satellite use is also included where the station’s primary audience is in the country purchased.
Where a satellite station audience is spread over a number of territories then an appropriate fee should be negotiated taking into account the availability of the product in those territories and the effect the exposure will have on the artiste’s ability to appear in other commercials in those territories.
Additional media use such as VOD, in-store, OOH, digital billboards etc are calculated separately. See glossary of media use here.
Cinema use can be calculated as an equal percentage to the individual territory rate for TV, excluding UK which should equate to 500%.
Percentages are based on a number of different factors including TV set counts, latest available population figures and economic strengths. Sources include ZenithOptimedia, www.worldometer.info and Whitaker’s Almanack.
Although the Internet is available on a world-wide basis, the majority of websites are designed for individual national markets and online use can be geo-locked to one particular territory. Multi-language websites designed for international audiences can be calculated, depending on the territories targeted.
The suggested rates for a website in the language/s of the intended national market only for a period of up to one year are as follows (expressed as a percentage of the basic studio fee).
- United Kingdom 400%
- United States 400%
- Republic of Ireland 200%
- Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Russia, Spain 200% (each)
- All other countries 100% (each)
Some Territorial Definitions
- Baltic States Estonia, Latvia, Lithuania
- Benelux: Belgium, Luxembourg, Netherlands
- Maghreb: Algeria, Libya, Mauritania, Morocco, Tunisia
- Scandinavia: Denmark, Norway, Sweden; but may include Finland and Iceland by agreement
These rates are only for English speaking talents based in the UK who see their job aired internationally across more countries. If a talent who speaks a particular language is hired for a job meant to be aired mainly or solely in that particular country where that language is spoken, Usefee rates should not be used. Instead the appropriate rates that are paid in that country should apply.