The Canadian commercial production industry pumped out about $245 million worth of spots between September 1998 and September 1999, according to a recent Playback survey.

The figure represents roughly an 18% increase from last year’s total volume of $207 million.

The number of days spent shooting over the last year was 3,327 and the number of spots produced about 2,501. In 1998, the industry reported 3,587 shoot days and 2,683 spots produced.

According to this year’s figures, about 763, or 23%, of the total shoot days and 351, or 14%, of the spots originated from outside Canada. Last year, 671, or 19%, of the shoot days and 414, or 15%, of the spots came from outside the country.

Figures were derived from an industry survey conducted each year in conjunction with Playback’s Top Spot Awards. Canadian production companies were asked to provide a summary of their activity for the 12-month period ending Sept. 30, 1999, including total shoot days and total spots produced, the number of days and spots originating in Canada, and a tally of production budgets for the year. Where no total budget figure was provided, one was assigned using an estimate of a cost of high-, medium- and low-end shooting day based on total known budgets.

Participants were also asked to provide average budgets for 15-, 30- and 60-second commercials in the high-, medium- and low-end categories (see table). Whereas this year’s average cost for a medium-budget, 30-second spot was $115,000, the same half-minute rang in at $92,000 last year.

Thirty-five production companies completed surveys this year, two more than in 1998. New shops participating in the ’99 survey include Industry Films, m.e.a.t. and NEW NEW Films. Vancouver-based Aviator Pictures and Toronto’s Rave Films’ entries reflected their recent merger to form a West Coast office, headed up by former Aviator executive producer Jason Hunt.

Shops that chose not to participate in this year’s survey include Toronto’s Revolver Films, Montreal’s Jet Films and, most notably, The Partners’ Film Company of Toronto. Since Partners’ is Canada’s largest commercial production company and therefore makes up a large portion of activity, Playback used an estimate based on numbers submitted by the company last year.

Top producers remained similar to last year. Radke Films reported 264 days, Avion had 224 and Imported Artists came in with 217. Apple Box Productions had 214 shoot days, Circle Productions had 211, The Players Film Company had 124 days and Sparks had 122. Rounding off the top 10 list is Industry Films with 107, Montreal’s La Fabrique D’Images with 101 days and Blink Pictures with 92.

On the commercial animation and special effects front, 20 shops responded to the survey, and according to their collective responses, some 1,606 spots were produced. Last year’s total was 1,474 from roughly the same sample size. Of the spots produced this year, 740 were completely animated/cg jobs and 866 were spots for which some animated or cg elements were created.

In 1999, 18% of the work came from outside Canada compared to last year, which saw 15% foreign production. Overall, about 866 minutes or 14 hours of commercial work was done for commercials.

It has been a particularly good year – or a good 10 months, for Industry Films. The Toronto prodco opened its doors in February 1998 and has since shot 107 days. Executive producer Tina Petridis attributes the company’s quick success in a risky business to its strong roster of directors and the manner in which they penetrated the market.

‘We didn’t do things halfway,’ says Petridis. ‘We really wanted to create an impact quickly so everything was thought out to the littlest details and I think we are seeing the benefits of that now.’

As far as creative is concerned, Petridis says there are a lot of really good boards out there with more smart comedy than in previous years.

Average budgets by length

Low Medium High

15 $48,000 $72,000 $111,000

30 $65,000 $115,000 $240,000

60 $82,000 $144,000 $343,000