2025 SAG Commercial Contract: Key Changes at a Glance
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Current rate schedule: SAG commercial rates for 2025 run on a three-year schedule (2025–2027), approved by the SAG-AFTRA National Board on .
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Wages are now two years in: Base session fees have already risen 5% in Year 1 (2025) and 4% in Year 2 (2026), a combined 9.2% over 2022 baseline rates, with a final 3% increase due in 2027.
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AI rules are active: Digital Replicas require written performer consent and 48-hour notice, and both Digital Replicas and Synthetic Performers carry a 1.5x scale session fee per commercial.
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MPU extended to 24 months: The Maximum Period of Use now runs 24 months from 10 business days after principal photography begins.
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P&H set at 23.5%: Standard Pension & Health contributions under the 2025 SAG commercial contract are 23.5%, with a reduced rate for JPC authorizers and a separate 40% allocation for Traditional Digital-only campaigns.
SAG-AFTRA and the advertising industry’s Joint Policy Committee (JPC) reached their new commercials agreement in the spring of 2025, and it’s the reason so many of the numbers producers budget by have shifted this year. SAG commercial rates for 2025 now follow a three-year wage and fee schedule that runs through 2027, touching session fees, use fees, Pension & Health contributions, the rules around AI usage, and a longer Maximum Period of Use (MPU). Whether you’re locking a budget for a shoot this quarter or still sketching one out for next year, the rates in this guide are what’s actually in effect right now under the 2025 SAG-AFTRA commercial contract.
Below, you’ll find a full breakdown of everything that changed under the 2025 SAG-AFTRA commercial contract, including wage tiers, use fees, AI usage rules, and the extended Maximum Period of Use, along with the complete SAG commercial rate sheet for 2025 and a free downloadable copy.
What Changed in the 2025 SAG-AFTRA Commercials Contract?
The 2025 SAG commercials contract brought several key updates, with a large emphasis on navigating the world of artificial intelligence. Key categories of change in the latest SAG-AFTRA Commercials Contract include:
- Artificial Intelligence rules and protections
- Three-year wage increases
- Updated use fee categories, including new streaming and YouTube tiers
- Pension & Health contribution rates
- MPU extended to 24 months
- Social media and YouTube liability cap alignment
- Claims notification requirements
Here’s a deeper breakdown of the key updates you need to know for your productions:
1. Compounding Wage Increases Each Year
Seeing a wage increase and adding a line item to your budget is a reasonable first instinct. But the compliance picture behind the 2025 SAG commercial rates is more layered than a single percentage.
Where the Contract Stands Today
The 2025 SAG commercial contract runs three years, with compounding wage increases each year:
- Year 1 (2025): +5%. Already in effect.
- Year 2 (2026): +4%. Already in effect, putting base session fees 9.2% above 2022 levels.
- Year 3 (2027): +3%. Still ahead, and it brings the cumulative increase to 12.476% over 2022 baseline rates.
P&H Contributions Went Up Too
Pension and Health contribution rates have also increased. The rate you owe depends on two factors:
- Your producer status
- How the spot is distributed
The Cost of an Outdated Rate Card
Producers who haven’t updated their rate cards to reflect the current SAG scale commercial rate for 2025 and 2026 risk:
- Underpaying talent
- Miscalculating P&H contributions
- Running a commercial past its legal hold window
2. Artificial Intelligence Rules and Protections
The 2025 SAG-AFTRA commercial contract draws a clear line between Digital Replicas (recreations of real performers) and Synthetic Performers (fully fictional AI characters). Each type has its own fee structure and consent rules.
| Term | Digital Replica requirement |
|---|---|
| Session Fee | 1.5× scale |
| Use & Holding Fees | At scale (as if live) |
| Consent Required | Written |
| Notice Window | 48 hours |
| Term | Synthetic Performer requirement |
|---|---|
| Session Fee | 1.5× scale |
| Use Fees | Scale, when applicable |
| Payment Timing | Within 30 days of first air date |
| Exclusively Synthetic Spots | Negotiate with SAG-AFTRA |
Before You Create or Use a Digital Replica
- Get written consent from the performer (Digital Replica Rider or a separate signed document)
- Give 48-hour notice before creation or use (shorter if talent is booked less than 48 hours before the shoot)
- Pay a 1.5× scale session fee for each commercial the replica appears in
- Pay use and holding fees as if the performer had performed live
- Keep use to the same advertiser and product line, within the MPU
Digital Replicas
A Digital Replica is a recreation of a real performer’s voice, likeness, or performance using digital technology such as AI tools.
- Notice: 48-hour notice is now required before creating or using a Digital Replica (or shorter, if talent is engaged less than 48 hours before the shoot).
- Consent:
- Producers can now get consent for a Digital Replica of a union performer before that performer is engaged, as long as the performer agrees to the specifics of how it will be created and the campaign is for the same advertiser and product line within the Maximum Period of Use (MPU).
- Performer consent can be obtained through the Digital Replica Rider or in a separate document signed in writing.
- Session Fee: Session payments are 1.5x scale for each commercial a Digital Replica is used in.
- Use and Holding Fees: Performers must be paid for use of a performance generated by a Digital Replica as if the performer had performed live, including all holding and use fees.
These AI provisions have been in force since the 2025 contract took effect and remain a frequent source of SAG-AFTRA commercial contract news as productions adopt AI tools.
Synthetic Performers
Unlike Digital Replicas, which are based on a real person, Synthetic Performers are fictional creations, not based on any real performer.
- Use: Synthetic Performers can be used in a commercial that also includes the on-camera principal performance of at least one human performer.
- Session Fees:
- Producers must pay 1.5x the session fee, plus scale use fees when applicable, within 30 days of the commercial’s first air date.
- For commercials that use exclusively Synthetic Performers, producers can negotiate rates directly with SAG-AFTRA.
3. Low Budget Digital Waiver Codification
Both the JPC and SAG-AFTRA have agreed to keep the Low Budget Digital Waiver as it exists until March 31, 2028.
4. Wages, Use Fees, and Pension & Health Contributions
Beyond the headline wage increases, the 2025 agreement also rewrites several of the smaller rules that determine what a specific spot actually costs to run. Here’s what changed.
Use Fee Updates
- Class A and Cable Rates: Held at 2022 levels.
- New Single Channel Cable Rate: An added cycle option for advertisers airing on a single cable channel, excluding ESPN, TNT, TBS, USA, Fox News, Bravo, Food Network, Fox Sports 1, CNN, Discovery, and E!
- National Cable Waiver: Extended and expanded with a new second tier for 2,000,001 to 3M subscribers.
- Paid YouTube Premium Tier: Pre-roll and mid-roll on YouTube will be 12% higher than Traditional Digital rates but will not include the annual wage increase.
- Chicago Reclassified: Now designated as a major Wild Spot market.
- Streaming Platform Rates: Increased, but not subject to the overall wage increase.
Pension & Health Contributions
- 23.5% contribution rate, with a 3.55% waiver for JPC authorizers.
- Reduced P&H allocation (40%) for commercials used exclusively in Traditional Digital categories.
5. Longer Maximum Period of Use (MPU)
The Maximum Period of Use (MPU) is one of the biggest budget factors in the 2025 SAG commercial rates, and it has been extended to 24 months, beginning 10 business days after the start of on-camera principal photography.
What this means practically:
- Longer air window: Advertisers have more time to air a commercial before the agreement expires.
- Holding fees add up: Fees accumulate across the full 24-month window for talent under hold.
- Aligned liability caps: Social media and YouTube caps now fall under the same terms, which removes the inconsistency in the prior contract (more on that in section 7).
6. Non-Professional Testimonial Waiver Revisions
The 2025 contract also loosens some of the red tape around using everyday customers in your ads. Here’s what’s different for producers relying on real testimonials.
- Paying endorsers won’t disqualify reuse: The updated Non-Professional Testimonial Waiver clarifies that paying a non-professional endorser to meet legal requirements doesn’t prevent a producer from using the same endorser in a future commercial.
- No proof of typicality required: To qualify under the waiver, the person must describe their own experiences or opinions about the product or service. Producers no longer have to prove that experience is typical of an average consumer, which saves time on documentation and legal review.
7. Social Media and YouTube Liability Cap Changes
Under the new contract, the liability cap (the maximum amount a producer could owe if a commercial is used after the MPU expires) is now the same for both social media and YouTube. Under the prior contract, the cap differed between the two, and that gap is now closed.
8. Claims Notification Requirement
SAG-AFTRA must now serve copies of claim letters to the JPC when a JPC authorizer is involved.
SAG-AFTRA Commercial Rate Sheet 2025
The 2025 SAG commercial rate sheet covers base session fee increases by year, Pension & Health contribution rates, and use fee categories under the current SAG-AFTRA Commercials Contract. The table below reflects the rates in effect for 2025 through 2027.
This SAG commercial rate sheet for 2025 reflects the current wage, use fee, and Pension & Health schedule under the SAG-AFTRA Commercials Contract. The Year 1 and Year 2 wage increases are already in effect; only Year 3 (2027) is still ahead.
Base Session Fee Wage Increases
Year One: 2025
+5%
Base session fees
In EffectYear Two: 2026
+4%
Base session fees
In EffectYear Three: 2027
+3%
Base session fees
UpcomingPension & Health Contribution Rates
| Category | 2025 | 2026 | 2027 | Notes |
|---|---|---|---|---|
| Standard | 23.5% | 23.5% | 23.5% | All standard productions |
| JPC Authorizers | 19.95% | 19.95% | 19.95% | Reduced with JPC waiver (3.55% savings) |
| Digital Only | 40% | 40% | 40% | Campaigns in Traditional Digital categories only |
Use Fee Categories
| Category | Rate Notes | Annual Wage Increase? |
|---|---|---|
| Class A & Cable | Held at 2022 levels | Yes |
| Single Channel Cable (New) | New cycle option; excludes ESPN, TNT, TBS, USA, Fox News, Bravo, Food Network, Fox Sports 1, CNN, Discovery, and E! | Yes |
| National Cable Tier 2 (New) | For 2,000,001–3M subscribers | Yes |
| Paid YouTube (New) | +12% above Traditional Digital (pre/mid-roll) | No |
| Streaming Platforms | Rate increase applied | No |
Free Download
2025 SAG-AFTRA Commercial Contract Producer Cheat Sheet (Excel)
Navigate the SAG-AFTRA Commercials Contract with Confidence
SAG commercial rates for 2025 now reflect two years of wage increases, active AI consent rules, restructured use fees, and a 24-month MPU, all in effect under the SAG-AFTRA Commercials Contract through 2027. Each of those is a point where an outdated budget or missing paperwork can create real exposure.
Need help applying the new SAG commercial rates for 2025 to your next production?
CMS Productions is a third-party union signatory to the SAG-AFTRA Commercials, Corporate, Educational / Industrial & Interactive Media contracts, with an expert team on those contracts to properly estimate and budget hiring union performers for your upcoming commercial.
CMS Productions is happy to help you hire the best union performers for your next commercial project. Contact us today to set up a consultation.
2025 SAG Commercial Contract FAQs
What changed in the 2025 SAG-AFTRA Commercials Contract?
The 2025 SAG-AFTRA commercials contract introduced new AI rules for Digital Replicas and Synthetic Performers, a three-year wage increase schedule, restructured use fee categories (including new streaming and Paid YouTube tiers), updated Pension & Health contribution rates, and an extended 24-month Maximum Period of Use. It also aligned social media and YouTube liability caps and added a claims notification requirement between SAG-AFTRA and the JPC.
When does the 2025 SAG commercial contract take effect?
The 2025 SAG commercial contract took effect after the SAG-AFTRA National Board approved it on April 27, 2025, following a tentative agreement reached April 12, 2025. The agreement runs through 2027, with wage increases applied in three annual steps rather than all at once.
What are the new rates under the 2025 SAG commercials contract?
The 2025 SAG-AFTRA Commercials Contract set a three-year wage increase of +5% (2025), +4% (2026), and +3% (2027). The Year 1 and Year 2 increases are already in effect; Year 3 arrives in 2027.
What are the new AI rules in the SAG-AFTRA Commercials Contract?
The updated contract establishes specific requirements for using Digital Replicas and Synthetic Performers in commercials. For Digital Replicas, producers must give 48-hour advance notice, obtain written consent via a Digital Replica Rider, and pay 1.5x scale session fees for each commercial using the replica. Use and holding fees must be paid as if the performer worked live. Synthetic Performers are AI-generated fictional characters that require 1.5x session fees plus scale use fees, paid within 30 days of the first aired commercial. For any production using exclusively synthetic performers, rates are negotiated directly with SAG-AFTRA.
What happens if a producer uses a Digital Replica without consent under the SAG-AFTRA Commercials Contract?
Using a Digital Replica without proper written consent and advance notice is a contract violation. Producers can face session fee back payments, holding fee disputes, and a formal grievance filed by SAG-AFTRA. The contract requires that consent be documented in writing; verbal agreement is not sufficient. If you are planning to use AI-generated talent in an upcoming commercial, get the rider signed before the shoot, not after. For how claims escalate, see our guide to union grievances and claims.
