How long will my voice over run? (words per minute, with a script timer)

“Will this fit in 30 seconds?” is one of the questions I get most. It matters because a script that’s too long gets rushed, and a rushed read sounds like a rushed read. It’s much easier to cut ten words before the session than to ask a voice actor to squeeze them in.

1. The rule of thumb

Most professional reads land somewhere between 130 and 170 words a minute. 150 is a good middle to plan with. Where your script lands depends on what it is and who it’s for.

2. Why some scripts need fewer words

• Ads with music or sound effects. A 30-second TV spot often has a logo, a jingle or a pause at the end. Leave two to three seconds free and the read won’t feel squeezed. A spot with two voices trading lines fits fewer words too, closer to 65 than 75.
• Calm or premium brands. A luxury car spot or a hospital video sounds better slow. Plan on 130 words a minute or less.
• Training and e-learning. Learners need time to take it in, and the screen often has to keep up with the voice. 130 to 140 words a minute is safer than 150.
• Phone systems. Callers are listening on a phone line, often while doing something else. A steady, unhurried pace helps them catch the options. My phone script examples show how short each prompt can be.

3. Lengths by type of project

Ads are easy to plan because the slot is fixed. Other projects have a length that just works best. These are the ranges I see most often.

Trailers are the odd one out. Most of a trailer is music and picture, and the voice only comes in for a few lines. Count the lines, not the minutes.

4. What counts as a word

Word counts are a guide, not a stopwatch. A few things take longer to say than they look on the page:

• Numbers. “$1,249.99” is one word on screen and about eight out loud. Write numbers the way you want them read.
• Web addresses and phone numbers. These are read slowly so people can catch them. Give each one an extra two or three seconds.
• Legal lines. Disclaimers can be read faster, but only so fast before they stop making sense.
• Names and technical terms. Long product names and medical words slow any read down.

5. If your script is too long

1. Cut the warm-up. “Are you looking for…” and “Here at [Company], we believe…” can usually go.
2. Keep one message. A 30-second spot has room for one main point and a call to action, not three features.
3. Move details to the screen. The address, the fine print and the full list of services can be on screen without being read.
4. Read it out loud at a comfortable pace. Time yourself with a phone. If you have to rush, it’s too long.

6. Timing a read to video

If the video is already cut, the voice has to fit the picture, not just a total time. A line about the new kitchen needs to land while the kitchen is on screen. There are three easy ways to make that happen:

• Send the video. Even a rough cut with a watermark is fine. I can watch it while I record and fit each line to its shot.
• Send time codes. A note like “line 3 starts at 0:12 and must end by 0:18” works just as well.
• Ask for room to edit. If the video isn’t cut yet, I can leave a clean pause between lines so your editor can move them around.

7. How to give your voice actor a timing note

A clear timing note saves a revision. Pick the one that fits your project:

• “Must be exactly 30 seconds.” For broadcast slots. I’ll deliver a read that comes in just under, often 29.5 seconds, so it never runs over.
• “Between 55 and 60 seconds.” For online ads and videos with a little give.
• “Natural pace, no target.” For training, phone lines and explainers where the edit will follow the voice.

If you’re not sure, say what the audio is for and where it will play. I’ll suggest a pace, and I can send two takes at different speeds so you can choose.

What you get from me

Send me your script and the length it has to hit. If it won’t fit at a natural pace, I’ll tell you before we record and suggest where to trim. I can also record it to an exact time, like a 29.5-second read for a 30-second slot. Most jobs are delivered in under 24 hours, and you get one free revision of up to 50 words, plus pickups.

Quick questions

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