How long is a TVC?
Most TVCs are 10, 20 or 30 seconds. TV airtime in India is sold per 10 seconds, so a 30-second film costs one and a half times a 20-second film every time it airs. That is why brands often make a long version for launch and short cut-downs for the weeks after.
What does it cost to air a TVC?
Airtime and production are separate costs. Doordarshan publishes a rate card for businesses, dated 1 April 2025. On it, DD Bangla charges ₹800 per 10 seconds from 7 to 11 pm. Bonus airtime of 1:1 brings the effective rate to ₹400. A 20-second TVC aired once in that slot costs about ₹800 of airtime after the bonus, before discounts and GST.
Private channels price their slots by audience size and don't publish rates. Production costs vary with the script, cast, locations and number of language versions.
TVC vs digital video ad
- Reach: a TVC reaches everyone watching the channel; a digital ad can be shown only to chosen people.
- Length and format: TVCs follow fixed slot lengths; digital ads can be 6 seconds or several minutes, vertical or wide.
- Measurement: TV is measured by BARC ratings; digital by views, clicks and conversions.
Related terms
- TRP: the rating that shows how many watched.
- BARC: the body that measures TV viewing in India.
- ATL (above the line): mass media, which includes TV.
We make ad films through video production and plan airtime on our TV advertising page. Full rates are in TV advertising cost in India.
