Voice-overs, AI voices, casting & recording
How fast should a voice-over speak?
Short answer
Fast enough for the message to land. In one experiment, 180 words per minute scored best, but that is not a fixed standard.
Fast enough for the message to land. No faster. In an experiment with three speaking rates, 180 words per minute scored best on processing and evaluation. That is not a fixed standard for every commercial, but it is a reason to test for comprehension and not just for length. Delivery matters too: varied intonation and moderate emphasis help listeners process a commercial better. If a script only fits into twenty seconds when the voice has to rush, we would rather cut a sentence. Learn more about voice direction and what research says about voices in commercials.