Work out media plan cost instantly with clear inputs, formula shown and shareable results.
A media plan must buy more impressions than it needs, because part of the audience falls outside the target. Grossing up for wastage before applying the cost per thousand gives the budget actually required.
Media cost
Gross impressions = reach × frequency / (1 - wastage); cost = impressions/1000 × CPM
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Because targeting is imperfect. Broad reach media in particular delivers to many people outside the target definition.
No. Cheap inventory usually carries higher wastage, so cost per person reached in target is the metric that counts.