(A Practical Guide for Brands, Agencies and Producers)
Choosing the right voice actor for a commercial can make the difference between a message that connects and one that fades into the background. Voice is not just delivery – it shapes tone, trust and emotional response in a matter of seconds.
This guide explains what to look for when choosing a voice actor for commercial work, particularly in the UK market, and how to avoid common pitfalls.
What does a commercial voice actor actually do?
A commercial voice actor provides spoken performance for advertising across platforms such as:
- Television
- Radio
- Online and social media advertising
- Digital display and explainer videos
- In-store and on-hold messaging
Unlike narration or audiobook work, commercial voice-over is about clarity, persuasion and timing. Performances are typically short, precise and tightly directed, with a strong focus on audience response.
Why voice choice matters in advertising
Audiences make judgements extremely quickly. Within seconds, a voice can suggest:
- Authority or warmth
- Trustworthiness or distance
- Energy or calm
- Authenticity or artificiality
A mismatch between voice and message can undermine even the strongest script. The right voice, however, reinforces brand values without drawing attention to itself.
Accent, authenticity and audience
One of the first decisions is accent.
In the UK market, this might include:
- Neutral British
- Regional accents (such as Welsh, Scottish or Northern English)
- A more international or mid-Atlantic sound
Accent should never be a gimmick. It should feel authentic to the speaker and appropriate to the audience. An authentic regional accent can build trust and relatability, particularly for local or national campaigns, while a neutral delivery may suit broader international messaging.
The key question is not “what sounds impressive?” but:
What will feel natural and credible to the listener?
Experience counts – especially for commercials
Commercial voice-over is a specialist discipline. Experienced commercial voice actors understand:
- How to land a message in 10–30 seconds
- How to vary performance without overacting
- How to adjust pacing for legal lines and taglines
- How to take direction quickly and efficiently
Many also bring production experience, which can help identify script issues early and avoid costly re-records.
Remote recording and audio quality
Most commercial voice-over today is recorded remotely. A professional voice actor should be able to deliver:
- Broadcast-ready audio
- Clean, consistent sound
- Industry-standard file formats
- Fast turnaround times
Live remote direction via Zoom or similar platforms is now common and allows agencies and producers to work exactly as they would in a studio environment.
Understanding usage and pricing
Commercial voice-over pricing is usually based on usage, not just session time.
Key factors include:
- Platform (TV, radio, online, social media)
- Territory (local, regional, national, international)
- Campaign duration
- Paid media vs organic use
Clear agreement on usage protects both the client and the performer and ensures fair, transparent pricing. A professional voice actor will always discuss this upfront.
Red flags to watch out for
When choosing a voice actor, be cautious if:
- Pricing is vague or unclear
- Usage is not discussed
- Audio quality varies significantly between samples
- There is no clear commercial experience
- Communication is slow or inconsistent
Commercial work moves quickly. Reliability and clarity matter as much as performance.
Final thoughts
The best commercial voice actors don’t just read scripts – they interpret, refine and deliver messages with intent. They understand brand tone, audience expectations and the realities of commercial production.
Taking the time to choose the right voice ensures your message is heard, trusted and remembered.
About the author
Phil Rowe is an award-winning Welsh voice actor specialising in commercial voice-over for TV, radio and online advertising. Based in Wales, he works with brands, agencies and production companies across the UK and internationally, delivering broadcast-ready audio from his professional remote studio.
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