Detailed Media Plan Template

A detailed media planning spreadsheet for forecasting, budget allocation, and channel planning.

For agencies and in-house teams planning a multi-channel budget that a client or CFO has to sign off.

How to use it

Set the commercials. On Financials Summary, enter the sub-total budget, agency fee and tax rate. The cells to edit are marked.
Split the budget. For each channel give the buying model (CPM, CPC or CPV), net rate and budget share. Billing metrics and cost per channel calculate themselves.
Plan targeting and schedule. Targeting & Schedule holds market, age and gender, language, placement and ad format per channel, with a month-by-month flighting grid.
Share the Summary tab. The executive summary pulls cost and share per channel together for sign-off.

Worked example: The sample plan in the file

A ₹1,00,000 budget split 45% Facebook and Instagram, 20% Google Search, 20% YouTube and 15% Google Display. Add the 30% agency fee (₹30,000) and 18% GST (₹18,000) and the total payable is ₹1,48,000. The Daily Budget Calculator tab turns a target cost per conversion into a daily budget: ₹183 × 50 conversions ÷ 7 days = ₹1,307 a day.

Questions

Can I change the channels?

Yes. Rename the rows on Financials Summary; the Summary tab reads from them.

Where do the forecast rates come from?

From you. The sample rates are placeholders; use your own past CPMs and CPCs, or the platform planner tools.

What do CPM, CPV and CPP mean?

The Metrics tab explains every buying model in the plan, with how media cost is calculated for each.

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