Media Mix Planner

Audience, target frequency, CPM and budget per channel — get net reach, blended CPM and colour-coded effective frequency.

Target audience size

Population of your area/target. E.g. Paris ≈ 2,900,000.

Target effective frequency

3+ = effective memorization (market rule).

Channel	Impressions	Freq.
TV / OLV	—	—
DOOH	—	—
OOH (Billboards)	—	—
Digital / Social	—	—
Radio	—	—
Press	—	—

Effective (≥ target)BorderlineUnder-exposedOver-exposed

Total budget

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Total impressions

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Net reach

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% audience

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Avg frequency

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Blended CPM

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A real media planner, not just a budget split

Enter your audience size and a target effective frequency, then the CPM and budget for each channel. The planner computes impressions, per-channel frequency, blended CPM and an estimated net reach (using a reach curve, not naive addition) — and colour-codes every channel against your frequency target.

Why effective frequency drives the plan

Reaching someone once rarely works — memorization typically needs 3+ exposures. But pushing frequency too high wastes budget on people already convinced. The planner shows, channel by channel, where you're under-exposed (red), on target (green) or saturating (dark red), so you can rebalance before briefing a single agency.

Frequently asked questions

Is this a buying tool?

No — it's a planning tool. It doesn't book inventory, but it tells you what you should buy for your budget to actually be effective. Use it before briefing, or as a reality check on a proposed plan.

How is net reach estimated?

From total impressions and audience size via a standard reach curve (1−e^(−impressions/audience)), which is more realistic than simply adding impressions.

Where do I get CPMs?

Use our 2026 media costs barometer for market ranges, your agency's negotiated rates, or media-owner rate cards.

Want us to build the real plan?

Our free media audit turns this simulation into a costed, negotiated media plan.

Request my free audit