How many words fit in a 15, 30, 45 or 60-second ad
A practical word count for each ad length, why pauses and music change the math, and how to write prices, phone numbers and addresses so they fit and sound natural.
SpotFacil team · October 9, 2026 · 6 min read
The most common problem with a homemade ad isn't the voice or the music. It's a script with too many words. The person reading it speeds up to fit the time, the message turns into a blur and the listener remembers nothing.
The fix is simple: know how many words your slot holds before you start writing.
The numbers
At a clear, natural pace, American English is spoken at about 2.5 words per second. That gives you:
| Ad length | Words (comfortable) | Typical use |
|---|---|---|
| 15 seconds | about 35 | Sound truck loop, social story, quick store announcement |
| 30 seconds | 70 to 75 | Standard radio spot, most local ads |
| 45 seconds | 105 to 110 | Store announcement with two items, longer social ad |
| 60 seconds | 145 to 150 | Radio spot with a story, event announcement |
These are counts for the spoken words only. If your spot opens with three seconds of music, or has a sound effect with a pause around it, subtract those seconds before you count. A 30-second spot with a 3-second intro and a 2-second music tail really has 25 seconds of voice, which is closer to 60 or 62 words.
Why "faster" is not a solution
You can read 100 words in 30 seconds. Auctioneers and pharmaceutical disclaimers prove it. But nobody remembers what an auctioneer said, and that is exactly the effect a disclaimer is going for.
A spoken ad works when the listener has time to process each idea before the next one arrives. In practice, that means:
- Short sentences of 8 to 12 words.
- A breath after the offer.
- A beat before the business name at the end.
If the script only fits when you rush, cut words. Usually the cuts are easy: "come on down and visit us" becomes "come in"; "a wide variety of products for the whole family" disappears entirely.
Pace changes with the style
Not every spot is read at the same speed.
| Style | Pace | 30 seconds holds |
|---|---|---|
| Calm, trusting (optician, clinic, funeral home) | a bit slower | 60 to 65 words |
| Neutral, friendly (most stores) | normal | 70 to 75 words |
| Energetic, retail sale | a bit faster | up to 80 words |
| Sound truck | slower and more clipped, with repetition | 55 to 65 words |
Sound truck copy reads slower because it has to carry over traffic and distance. Clipped phrases with clear gaps between them survive street noise better than a continuous flow.
Numbers, prices and phone numbers
Numbers are where scripts lose the most time. A number that takes two characters on paper can take five or six words out loud.
Prices
| Written | Spoken | Words |
|---|---|---|
| $9.99 | nine ninety-nine | 2 |
| $19.90 | nineteen ninety | 2 |
| $149 | a hundred forty-nine dollars | 4 |
| $1,299 | twelve ninety-nine | 2 to 3 |
| 40% off | forty percent off | 3 |
| BOGO | buy one, get one free | 5 |
Two rules help:
- Write the price the way it should be said. If the script says "$1,299", one reader will say "one thousand two hundred ninety-nine dollars" and another "twelve ninety-nine." Decide and write it out.
- Round when you can. "Under thirteen hundred dollars" is easier to remember than the exact figure. "Half off" is easier than "fifty percent off."
Phone numbers
A ten-digit phone number takes about four seconds to say, and listeners rarely remember it. If you must include one, say it twice and group it the way people say it naturally: "five-five-five, oh-one-four-two." In most local spots a landmark or a web address does the job better.
Addresses and dates
"1412 West Washington Street, Suite B" costs eight or nine words and sticks with nobody. "On Washington Street, next to the fire station" is about the same length and actually works.
For dates, prefer the day of the week: "this Saturday" is shorter and clearer than "Saturday, November twenty-eighth."
Counting your script
Count only words that will be spoken. A rough method:
- Write the script with all numbers spelled out as they'll be said.
- Count the words.
- Divide by 2.5. That's your approximate length in seconds.
- Add any music intro, tail or sound effect gaps.
- Read it aloud with a timer. If you're over, cut. If you're well under, slow down or add a pause; don't stuff in more words.
The text timer in SpotFacil does steps 2 to 4 for you, using the same 2.5 words per second that the AI voices use, so the estimate matches the finished audio.
Example: one offer, three lengths
A pet store with a grooming special.
15 seconds (about 30 words):
Muddy dog? Full grooming at Paws and Claws, now thirty-nine dollars. Free nail trim included. Paws and Claws, on Elm Street by the park.
30 seconds (about 65 words):
Is your dog starting to smell like the backyard? Bring them to Paws and Claws. This month, a full bath, haircut and brush-out is just thirty-nine dollars, and the nail trim is on us. Our groomers have been doing this for twelve years, and the dogs go home calm. Paws and Claws, on Elm Street by the park. Call ahead or just walk in.
60 seconds (about 140 words):
Here's a question for dog owners. When was the last time your dog had a real grooming? Not a hose in the backyard. A real one. At Paws and Claws on Elm Street, this month's grooming special is thirty-nine dollars for a full bath, haircut and brush-out. The nail trim is free. Our groomers have been working with nervous dogs, big dogs and very small dogs for twelve years. We take our time, we don't rush, and we call you when your dog is ready. While you wait, take a look at the new treats and toys in the shop. Paws and Claws, on Elm Street, right by the park. Open every day from nine to seven. Walk in or call ahead. Paws and Claws. Clean dog, happy home.
The 15-second version drops the proof and keeps the offer and location. The 60-second version adds a story, store hours and a second reason to visit. The offer stays the same in all three.
Leaving room for music and effects
In a finished spot, the voice doesn't fill every second. A typical 30-second spot looks like this:
| Segment | Time |
|---|---|
| Music intro | 2 to 3 seconds |
| Voice | 24 to 26 seconds |
| Music tail with name or slogan | 2 to 3 seconds |
When music sits under the voice, good mixing lowers it while the voice speaks and lets it come back up in the pauses. That's called ducking, and it's why short pauses in the script matter: they give the music a moment to breathe. SpotFacil does the ducking automatically, but it can only do it well if the script leaves some air.
Frequently asked questions
How many words are in a 30-second commercial?
About 70 to 75 words at a natural pace in American English. If your spot has a music intro or tail, subtract those seconds first. A spot with five seconds of music holds about 60 to 62 words of voice.
How many words are in a 60-second radio ad?
About 145 to 150 words. Many 60-second spots use fewer, around 130, to leave room for music, a sound effect or a slower, more personal read.
How do I write prices in a script?
Spell them the way you want them said: "nine ninety-nine" instead of "$9.99." It removes doubt for the voice actor or AI voice and lets you count words accurately.
Should I read faster to fit more information?
No. Faster reads are harder to understand and remember. Cut words until the script fits at a natural pace, and move extra details to your website or store signage.