When I did commercial photography years ago, and I'm pretty sure this hasn't changed much, it depends. What is the spot for is the first question. Local one time spot, national ad campaign, it really varies. I've used talent (for the same shoot) where we had "volunteers" who were paid nothing but some copies and were happy, while the ad agency brought in paid talent from 2 hours away (and they were the worst ones to work with). Lots of small time operations are on limited budgets, so if it is local don't expect much more than the satisfaction of seeing your jeep in print/tv. Now it's been almost 20 years since I did any commercial work, but my rate as a photographer was $600 per day then (about middle of the road around here). Doubt a prop or talent would get as much as the photographer. Now I haven't kept track of where the rates are now. I'd guess 2-3 times that now.