There was a time when landing a national TV spot was the ultimate prize in commercial production. Crews were large, budgets were healthy, and that polished :30 might air in front of millions. But today, those high-profile projects are fewer and farther between.
From my vantage point as a longtime producer, the entire ecosystem is shifting. AI is here. Budgets are tight. Platforms are fragmented. And the pipeline that once fed ad agencies, production companies, and vendors is breaking down. Here’s a deeper look at what’s driving the change – and what we might expect next.
Fragmented Audiences, Fragmented Budgets
Traditional TV viewing is falling off a cliff. According to Nielsen, Linear TV’s share of total viewing dropped below 50% in early 2025. Although advertisers spent more, ad impressions also declined mainly because networks placed expensive ads during sporting events. Like an old anchor store in a packed mall, a reduced ROI is not sustainable. Linear TV is but one option among dozens, each pulling viewers in different directions.
That forces budgets to be stretched further. A single :30 campaign now requires :06 pre-rolls, TikTok and Instagram videos, and other platform specific edits – often without additional funds. The math just doesn’t add up.
In-House Creative Teams
More brands are turning to internal creative teams to handle their work. Companies like Nestlé, Kraft Heinz, Delta and AB InBev recently shifted creative work in-house with their own directors, editors, and strategists. Nestlé employs 80+ creatives full-time. Delta’s “Window Seat” team tripled its output in a year.
According to a 2024 Association of National Advertisers (ANA) report, more than 60% of brands shifted part of their creative work in-house. These full-time studios are brand-aligned and cost-effective, allowing them to cut dependency on agencies and external producers.
Economic Squeeze on Creativity
Big advertising holding companies like WPP and Omnicom have announced layoffs and restructuring. They’re trying to transform fast enough to stay relevant in a fragmented, client-controlled landscape. What used to be multi-spot campaigns run by senior creatives are now smaller, faster asks.
For production crews, that means tighter schedules, leaner staffing, and fewer creative risks. It’s like being asked to shoot a feature with half the gear and none of the prep time.
When Creators Replace Crews
Instead of hiring production companies for social ads, many brands now turn to influencers to create content. It performs, too – user-generated content (UGC ) ads often see 4x higher click-through rates and lower costs. As authenticity becomes the priority, brands are opting for speed and relatability over polish.
That shift has led to a drop in small-to-mid-budget commercial work. One 2024 report found requests for low-budget social videos fell 38% as UGC filled the gap. While high-end campaigns still demand professional crews, much of the day-to-day brand content is now handled by creators.
AI Reshaping Production
AI isn’t replacing human creativity but it’s replacing volume work fast. AI voiceovers. Image generation. Scriptwriting tools. Platforms like Runway, Pika Labs, and OpenAI’s Sora are transforming video content creation and post-heavy workflows.
The biggest effect? Expectations. Where a two-day turnaround used to be standard, clients now expect work in several hours. What this means for production: faster production timelines, lower prices, and more deliverables in real time.
Where Do We Go From Here?
Traditional commercial production hasn’t disappeared – it’s evolved. If you’re a director, producer, editor, or agency creative this is the time to reinvent, not retreat. Here’s how to adapt to the new reality:
Focus on brand storytelling
Storytelling still matters and audiences respond to relevance, not polish. Lean into stories that connect emotionally and align with a brand’s values… not just product features.
Build flexible teams
Clients want efficiency. Assemble crews that can scale up or down for the project. Prepare to shoot with three people or thirty, depending on the ask.
Pitch modular campaigns
Don’t just offer a :30. Build a system of assets: cutdowns, social versions (vertical, square), thumbnails, voiceover swaps, and teaser loops, all ready for wherever the campaign lands.
Act as a creative R&D lab
Develop pitchable concepts, mood boards, or test content that helps clients experiment without risk. Prototyping, short-form pilots, and content frameworks can lead to long-term work and deeper partnerships.
Lean into hybrid models
Use AI for rough cuts, VO scratch, image generation, and script ideation but apply the creative’s eye to shape and elevate. Speed matters, but so does judgment.
The rules have changed but the game isn’t over. In a world flooded with content, great work still stands out. Brands still need storytellers. Audiences still crave connection. And no AI, algorithm, or in-house edit bay can replace the magic of a story told just right. For the producers and creatives willing to adapt, this isn’t the end of commercial production… it’s the start of what’s next. Let’s build it!
Kent Youngblood is the founder and executive producer of Denver-based Movie Mogul Productions that offers full production support and locations services. He’s produced national commercials, network promos, and branded content for over 25 years.
