Estimated total budget
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What this budget buys
Reference budget
To pay less
Indicative net ranges (after negotiation), excl. VAT. Your real quote depends on season, targeting and negotiation.
Each channel has a reference weekly media budget per area, based on our price guides and the campaigns we buy. The calculator multiplies it by the duration and the chosen pressure (×0.6 for a test, ×1.8 for a key moment), then raises it to the channel's entry ticket if needed: below it, a campaign doesn't break through.
On top come production (adapting existing creative or producing a new one) and technical fees and agency costs, 5 to 10% of media. Contacts are estimated with the CPMs of our media costs barometer. To turn contacts into reach and frequency, use the reach, frequency and GRP calculator.
The orders of magnitude the calculator uses, in net euros excl. VAT (after negotiation), excluding production and fees:
| Channel | Local | City / region | National |
|---|---|---|---|
| Addressable TV (segmented) | €2,500 – €5,000 | €4,000 – €9,000 | €6,000 – €12,000 |
| National TV: DTT & thematic channels | — | — | €10,000 – €30,000 |
| National TV: major channels (TF1, M6, France TV) | — | — | €30,000 – €75,000 |
| CTV / streaming (replay, AVOD) | €2,000 – €4,000 | €3,500 – €8,000 | €6,000 – €16,000 |
| Billboards (bus shelters, 4x3) | €2,500 – €5,000 | €7,500 – €25,000 | €50,000 – €150,000 |
| Digital out-of-home (DOOH) | €2,000 – €5,000 | €6,000 – €18,000 | €25,000 – €70,000 |
| Subway (Paris and major cities) | €4,000 – €8,000 | €8,000 – €25,000 | €25,000 – €70,000 |
| Radio | €1,500 – €4,000 | €4,000 – €10,000 | €15,000 – €40,000 |
| Digital audio & podcasts | €1,000 – €2,500 | €2,000 – €5,000 | €5,000 – €15,000 |
| Cinema | €750 – €4,000 | €2,000 – €8,000 | €2,500 – €15,000 |
For the subway, "local" means one line and "city" a city's network. Updated: September 22, 2026.
The ranges cover most cases, but the final price depends on three levers only a buyer sees: the season (January, February and summer are noticeably cheaper), how precise the targeting is, and the volume negotiated across the whole plan. That's also why financing matters: some startups pay part of their media in equity, with a real cost worth calculating before signing.
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