Media plan channels
| Channel | Budget | CPM | Remove row |
|---|---|---|---|
Result
Total impressions
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Impressions per channel = channel budget ÷ CPM × 1000 — the standard formula for impressions from a cost-per-thousand rate. Total impressions is the sum across all channels, total budget is the sum of budgets.
Blended CPM = total budget ÷ total impressions × 1000. This isn't a simple average of the channels' CPMs — it's a weighted average: a channel with a bigger budget has more influence on the final figure, even if its own CPM is closer to average than a smaller-budget channel's.
The calculation doesn't account for audience overlap between channels — total impressions aren't the same as total unique reach if the same person sees the ad on more than one channel. For planning unique reach and frequency specifically, use the separate reach and frequency calculator.