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Media mix calculator — what your budget actually buys.

A media mix is how an ad budget is divided across channels — and it matters more than the total. The same $10,000 split two ways produces very different results. Enter your goal, industry, market, and budget, and the planner returns a real channel-by-channel split priced from actual vendor minimums and rate cards.

Below the tool, 20 worked examples — the exact dollar split the planner produces for five industries, at two budgets, in two different markets. These are not illustrations. Each one is the output of the same engine the calculator runs.

Run the calculator →See the worked examples ↓

What is a media mix?

A media mix is the split of an advertising budget across channels: how much goes to search, to social, to radio, to streaming TV, to display, and so on. Getting the mix right is most of the job. Three things decide it, and none of them are opinions.

Every channel has a real minimum. A vendor will not sell you $200 of connected-TV. Below its minimum, a channel is not an option — which is why small budgets fund few channels and large budgets fund many.

Every channel saturates. The tenth thousand dollars into search buys less than the first, because you run out of people searching. Past a point, the next dollar is worth more somewhere else — that is when the plan widens, and not before.

Not every channel exists everywhere. Local radio only exists where there are stations to buy. The examples below show the same business in two markets: in one, radio is on the table; in the other, the engine excludes it on geography and the money goes elsewhere.

Worked examples

20 real media mixes, generated by the planner

Each block below is the actual output of the campaign planner for the inputs named above it. The dollar figures are the planner’s recommended monthly seats, priced from the real vendor minimums, real cost-per-thousand rates, and the real Haugo Broadcasting rate card that the live tool uses. Nothing here is a hand-written illustration.

The two markets
  • Rapid City, SD — market population 299,139. Inside the 150-mile Haugo Broadcasting signal footprint, so Local Radio is eligible and priced from a real station rate card.
  • Des Moines, IA — market population 1,212,782. 517 miles from Rapid City — outside the 150-mile radio footprint, so the engine excludes Local Radio on geography and the budget goes to channels that can actually run there.

Budgets shown: $5,000 and $25,000 per month. Population figures are Nielsen DMA populations.

Home services (HVAC, plumbing, roofing) — goal: Leads / calls

A furnace dies and the homeowner searches immediately. The money follows demand that already exists.

Home services (HVAC, plumbing, roofing) · Leads / calls · $5,000/mo · Rapid City, SD · Growth plan

At $5,000/mo in Rapid City, SD, the plan puts $5,000 (100%) into SEM and funds nothing else — at this budget, concentration beats spreading thin.

Recommended monthly media mix — Home services (HVAC, plumbing, roofing), Leads / calls, $5,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
SEM$5,000100%
Total$5,000100%

One channel. At this budget the planner concentrates rather than spreading below the minimums. Local Radio is available in this market but did not earn a seat for this goal at this budget.

Home services (HVAC, plumbing, roofing) · Leads / calls · $5,000/mo · Des Moines, IA · Growth plan

At $5,000/mo in Des Moines, IA, the plan puts $5,000 (100%) into SEM and funds nothing else — at this budget, concentration beats spreading thin.

Recommended monthly media mix — Home services (HVAC, plumbing, roofing), Leads / calls, $5,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
SEM$5,000100%
Total$5,000100%

One channel. At this budget the planner concentrates rather than spreading below the minimums. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Home services (HVAC, plumbing, roofing) · Leads / calls · $25,000/mo · Rapid City, SD · Scale plan

At $25,000/mo in Rapid City, SD, the plan puts $13,520 (54%) into SEM and spreads the remaining $11,480 across 2 more channels.

Recommended monthly media mix — Home services (HVAC, plumbing, roofing), Leads / calls, $25,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
SEM$13,52054%
Meta$7,73031%
Display$3,75015%
Total$25,000100%

3 channels. Local Radio is available in this market but did not earn a seat for this goal at this budget.

Home services (HVAC, plumbing, roofing) · Leads / calls · $25,000/mo · Des Moines, IA · Scale plan

At $25,000/mo in Des Moines, IA, the plan puts $13,540 (54%) into SEM and spreads the remaining $11,460 across 2 more channels.

Recommended monthly media mix — Home services (HVAC, plumbing, roofing), Leads / calls, $25,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
SEM$13,54054%
TikTok$8,42934%
Email Marketing$3,03112%
Total$25,000100%

3 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Restaurants & bars — goal: Foot traffic

Nobody searches "restaurant" three weeks out. Proximity and appetite win, so the plan buys people who are physically nearby.

Restaurants & bars · Foot traffic · $5,000/mo · Rapid City, SD · Growth plan

At $5,000/mo in Rapid City, SD, the plan puts $3,800 (76%) into Local Radio and spreads the remaining $1,200 across 1 more channel.

Recommended monthly media mix — Restaurants & bars, Foot traffic, $5,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
Local Radio$3,80076%
SEM$1,20024%
Total$5,000100%

2 channels. Local Radio is seated because this market sits inside the station footprint and the goal rewards broad local reach.

Restaurants & bars · Foot traffic · $5,000/mo · Des Moines, IA · Growth plan

At $5,000/mo in Des Moines, IA, the plan puts $5,000 (100%) into SEM and funds nothing else — at this budget, concentration beats spreading thin.

Recommended monthly media mix — Restaurants & bars, Foot traffic, $5,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
SEM$5,000100%
Total$5,000100%

One channel. At this budget the planner concentrates rather than spreading below the minimums. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Restaurants & bars · Foot traffic · $25,000/mo · Rapid City, SD · Scale plan

At $25,000/mo in Rapid City, SD, the plan puts $8,800 (35%) into TikTok and spreads the remaining $16,200 across 4 more channels.

Recommended monthly media mix — Restaurants & bars, Foot traffic, $25,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
TikTok$8,80035%
Meta$8,65335%
Pre-Roll Video$4,34717%
Snapchat$2,0008%
SEM$1,2005%
Total$25,000100%

5 channels. Local Radio is available in this market but did not earn a seat for this goal at this budget.

Restaurants & bars · Foot traffic · $25,000/mo · Des Moines, IA · Scale plan

At $25,000/mo in Des Moines, IA, the plan puts $13,157 (53%) into TikTok and spreads the remaining $11,843 across 3 more channels.

Recommended monthly media mix — Restaurants & bars, Foot traffic, $25,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
TikTok$13,15753%
Meta$6,25025%
Snapchat$4,39318%
SEM$1,2005%
Total$25,000100%

4 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Healthcare & clinics — goal: Awareness

People choose a clinic before they need one. Awareness plans buy memory, not clicks.

Healthcare & clinics · Awareness · $5,000/mo · Rapid City, SD · Growth plan

At $5,000/mo in Rapid City, SD, the plan puts $2,703 (54%) into CTV and spreads the remaining $2,297 across 2 more channels.

Recommended monthly media mix — Healthcare & clinics, Awareness, $5,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
CTV$2,70354%
OTT$1,94739%
Local Radio$3507%
Total$5,000100%

3 channels. Local Radio is seated because this market sits inside the station footprint and the goal rewards broad local reach.

Healthcare & clinics · Awareness · $5,000/mo · Des Moines, IA · Growth plan

At $5,000/mo in Des Moines, IA, the plan puts $2,600 (52%) into CTV and spreads the remaining $2,400 across 2 more channels.

Recommended monthly media mix — Healthcare & clinics, Awareness, $5,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
CTV$2,60052%
Email Marketing$1,20024%
SEM$1,20024%
Total$5,000100%

3 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Healthcare & clinics · Awareness · $25,000/mo · Rapid City, SD · Scale plan

At $25,000/mo in Rapid City, SD, the plan puts $7,497 (30%) into OTT and spreads the remaining $17,503 across 6 more channels.

Recommended monthly media mix — Healthcare & clinics, Awareness, $25,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
OTT$7,49730%
CTV$6,99928%
Streaming Audio$3,73115%
Meta$2,0008%
Local Radio$1,7507%
Pre-Roll Video$1,6857%
Display$1,3385%
Total$25,000100%

7 channels. Local Radio is seated because this market sits inside the station footprint and the goal rewards broad local reach.

Healthcare & clinics · Awareness · $25,000/mo · Des Moines, IA · Scale plan

At $25,000/mo in Des Moines, IA, the plan puts $12,500 (50%) into CTV and spreads the remaining $12,500 across 3 more channels.

Recommended monthly media mix — Healthcare & clinics, Awareness, $25,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
CTV$12,50050%
Pre-Roll Video$7,46230%
Display$3,89916%
Email Marketing$1,1395%
Total$25,000100%

4 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

B2B services — goal: Leads / calls

A small, specific buying committee — the plan concentrates on the channels that can actually target them.

B2B services · Leads / calls · $5,000/mo · Rapid City, SD · Growth plan

At $5,000/mo in Rapid City, SD, the plan puts $3,800 (76%) into LinkedIn and spreads the remaining $1,200 across 1 more channel.

Recommended monthly media mix — B2B services, Leads / calls, $5,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
LinkedIn$3,80076%
SEM$1,20024%
Total$5,000100%

2 channels. Local Radio is available in this market but did not earn a seat for this goal at this budget.

B2B services · Leads / calls · $5,000/mo · Des Moines, IA · Growth plan

At $5,000/mo in Des Moines, IA, the plan puts $3,250 (65%) into LinkedIn and spreads the remaining $1,750 across 1 more channel.

Recommended monthly media mix — B2B services, Leads / calls, $5,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
LinkedIn$3,25065%
SEM$1,75035%
Total$5,000100%

2 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

B2B services · Leads / calls · $25,000/mo · Rapid City, SD · Scale plan

At $25,000/mo in Rapid City, SD, the plan puts $11,564 (46%) into LinkedIn and spreads the remaining $13,436 across 6 more channels.

Recommended monthly media mix — B2B services, Leads / calls, $25,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
LinkedIn$11,56446%
Meta$2,85511%
OTT$2,85511%
TikTok$2,44710%
Snapchat$2,44710%
Display$1,6327%
SEM$1,2005%
Total$25,000100%

7 channels. Local Radio is available in this market but did not earn a seat for this goal at this budget.

B2B services · Leads / calls · $25,000/mo · Des Moines, IA · Scale plan

At $25,000/mo in Des Moines, IA, the plan puts $6,591 (26%) into Meta and spreads the remaining $18,409 across 5 more channels.

Recommended monthly media mix — B2B services, Leads / calls, $25,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
Meta$6,59126%
Pre-Roll Video$6,57326%
SEM$4,58018%
LinkedIn$3,00012%
TikTok$2,2569%
Snapchat$2,0008%
Total$25,000100%

6 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Manufacturing & industrial — goal: Recruiting

The hardest thing to buy is a qualified applicant. Recruiting plans target workers, not customers.

Manufacturing & industrial · Recruiting · $5,000/mo · Rapid City, SD · Growth plan

At $5,000/mo in Rapid City, SD, the plan puts $2,352 (47%) into Snapchat and spreads the remaining $2,648 across 2 more channels.

Recommended monthly media mix — Manufacturing & industrial, Recruiting, $5,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
Snapchat$2,35247%
LinkedIn$2,00040%
Local Radio$64813%
Total$5,000100%

3 channels. Local Radio is seated because this market sits inside the station footprint and the goal rewards broad local reach.

Manufacturing & industrial · Recruiting · $5,000/mo · Des Moines, IA · Growth plan

At $5,000/mo in Des Moines, IA, the plan puts $3,500 (70%) into LinkedIn and spreads the remaining $1,500 across 1 more channel.

Recommended monthly media mix — Manufacturing & industrial, Recruiting, $5,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
LinkedIn$3,50070%
SEM$1,50030%
Total$5,000100%

2 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Manufacturing & industrial · Recruiting · $25,000/mo · Rapid City, SD · Scale plan

At $25,000/mo in Rapid City, SD, the plan puts $16,498 (66%) into Snapchat and spreads the remaining $8,502 across 4 more channels.

Recommended monthly media mix — Manufacturing & industrial, Recruiting, $25,000/mo, Rapid City, SD
ChannelMonthly spendShare of budget
Snapchat$16,49866%
Meta$2,85511%
TikTok$2,44710%
LinkedIn$2,0008%
SEM$1,2005%
Total$25,000100%

5 channels. Local Radio is available in this market but did not earn a seat for this goal at this budget.

Manufacturing & industrial · Recruiting · $25,000/mo · Des Moines, IA · Scale plan

At $25,000/mo in Des Moines, IA, the plan puts $9,107 (36%) into Meta and spreads the remaining $15,893 across 4 more channels.

Recommended monthly media mix — Manufacturing & industrial, Recruiting, $25,000/mo, Des Moines, IA
ChannelMonthly spendShare of budget
Meta$9,10736%
TikTok$5,21421%
SEM$4,54918%
Snapchat$3,12312%
LinkedIn$3,00712%
Total$25,000100%

5 channels. Local Radio is absent because this market is outside the station footprint — the engine excludes it on geography, not preference.

Where these numbers come from

Every mix on this page was generated by running the planner — the same allocator the interactive calculator calls — once for each set of inputs, when this page was built. The channel minimums, the cost-per-thousand rates, and the market populations are the same ones the live tool uses, and each of them traces to a source you can check on the references page.

What the plans are not: a quote, or a promise. They are what the math recommends for those exact inputs. Change the market, the goal, or the budget and the plan changes — which is the entire point. Run it for your own numbers.

Common questions

What is a media mix?

A media mix is how an advertising budget is divided across channels — how much goes to search, social, radio, streaming, display, and so on. The mix matters more than the total: the same $10,000 split two different ways produces very different results, because channels differ in what they cost to enter, who they reach, and how quickly they stop paying off.

How do you decide the media mix?

Four inputs decide it: your goal (leads, foot traffic, awareness, or recruiting), your industry, your market size, and your budget. Every channel has a real minimum spend, a real cost per thousand people reached, and a point where more money stops buying more result. The planner funds channels in order of what each additional dollar buys, until a channel saturates, then moves to the next one.

Why does the mix change when I change the market?

Because reach and eligibility change. Some channels are geographically limited — local radio only exists where there are stations to buy. And a bigger market has more people to reach, so a channel can absorb more budget before it saturates. The worked examples below show the same industry and budget in two different markets producing different plans.

Why does a small budget fund so few channels?

Because most channels have a vendor minimum — the smallest order the seller will take. Spreading a small budget across many channels buys a presence too thin to be noticed in any of them. At small budgets, concentration is what works: a few channels funded above their minimums beat many funded below.

Is the mix on this page a quote?

No. It is what the planner recommends for those exact inputs, priced from real vendor minimums and real rate cards. Your own plan depends on your market, your goal, and your budget — run the calculator for your numbers.

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