We quoted a brand $36,000 for a commercial campaign last year. The marketing director paused, then asked: "What am I actually getting for that?"
Fair question. Most production companies send over a line-item proposal that reads like a foreign language — day rates, kit fees, post-production hours, color passes, music licensing tiers. The total looks big and the details look cryptic. For someone whose expertise is marketing strategy, not production logistics, it is hard to know whether a $36K quote is a steal or a ripoff.
So here is a plain-English breakdown of what commercial video production actually costs in Texas, what you get at different price points, and where the money goes.
The three tiers of commercial production
Not every project needs a full cinematic campaign, and not every budget supports one. Commercial production in Texas generally falls into three tiers.
$5,000–$12,000: One-day shoot with a small crew. One to two locations, basic lighting. One to three finished videos with color correction, music from a licensed library, and simple graphics. Solid content, but not cinematic.
$15,000–$25,000: Full crew — director, DP, grip, sound, PA. Pre-production includes a creative treatment, shot list, and location scouting. Hero video plus three to five supporting pieces and a library of social cutdowns. This is where most mid-market Texas brands land.
$25,000–$50,000+: Full commercial campaign territory. Multiple production days, talent, prop sourcing, wardrobe styling. A hero commercial, three to five story spots, and 15 to 25 social cutdowns — enough content for six to twelve months across every platform.
Where the money actually goes
Pre-production typically accounts for 15 to 20 percent. This covers creative development, location scouting, talent casting, and logistics. This phase is where the campaign is actually designed — skipping it is the most reliable way to end up with expensive footage that says nothing.
Production runs 30 to 40 percent. Crew day rates, equipment rental, location fees, catering, and talent. A larger crew costs more per day but shoots faster and captures more usable material.
Post-production accounts for the remaining 30 to 40 percent. Editing, color grading, sound design, music licensing, and delivery in every required format. This is where corners get cut most often by cheaper operators.
The hidden cost most brands miss
The number on the proposal is not the full picture. There is a cost that never shows up on an invoice: the opportunity cost of mediocre content.
A brand that spends $8,000 on a video that does not perform well enough to run as a paid ad has not saved money compared to the brand that spent $30,000 on a campaign that generates six months of high-performing ad creative. The cheaper production cost more per result.
Texas versus coastal markets
Comparable production work in Los Angeles or New York typically costs 25 to 40 percent more than in Austin, Dallas, or Houston. For national brands with Texas operations, producing here and distributing everywhere is an increasingly common strategy.
How to evaluate a production quote
Does it include all post-production — color, sound, music, delivery? Does the deliverable list include social cutdowns in multiple formats? Is pre-production included? Does the proposal specify revision rounds?
The goal is not to find the cheapest production company. It is to find the one that delivers the most usable, high-performing content per dollar invested.
FAQ
Q: What is the average cost of commercial video production in Texas?
Most commercial campaigns range from $15,000 to $40,000 depending on scope. Simple one-day shoots start around $5,000 while full multi-day campaigns can exceed $50,000.
Q: How many videos should I get from one production?
At the $20,000 to $40,000 level, you should expect a hero commercial, three to five supporting spots, and 15 to 25 social cutdowns. If a company is quoting $30,000 for a single video, ask why.
Q: Should I produce in Texas or hire a company in LA or New York?
Texas production delivers comparable quality at 25 to 40 percent lower cost. Austin, Dallas, and Houston all have deep production talent and diverse location options.
Q: What should I budget for my first commercial video campaign?
For a first campaign that yields a hero commercial, supporting spots, and a social content library, budget $20,000 to $30,000.