A document for organizing media purchases, including details of broadcast channels, ad timings, and costs.
SayPro Media Buying Template 1. Campaign Overview
Campaign Name : [Enter campaign name]Objective : [Brand Awareness, Product Launch, Sales Promotion, etc.]Target Audience : [Demographic, age, gender, location, interests]Campaign Dates :
Start Date : [MM/DD/YYYY]End Date : [MM/DD/YYYY]
2. Media Buying Strategy
Overall Media Strategy : [Brief description of the media strategy for the campaign—e.g., focus on national TV, regional radio, online streaming, etc.]Budget Allocation :
Total Media Spend : [$XXX,XXX]TV Spend : [$XXX,XXX]Radio Spend : [$XXX,XXX]Digital Spend : [$XXX,XXX]Other Spend : [$XXX,XXX] (if applicable)
3. Media Channel Details Media Channel Ad Type Ad Placement/Slot Air Time Frequency Cost per Slot Total Cost Notes TV – Channel 1 TV Spot Morning News 7:30 AM 3 times/week $X,XXX $XX,XXX Prime time slot, high viewership TV – Channel 2 TV Spot Late Night Show 10:30 PM 2 times/week $X,XXX $XX,XXX Evening slot, lower cost but targeted audience Radio – Station 1 Radio Spot Morning Drive 8:00 AM 5 times/week $X,XXX $XX,XXX Popular station, high listener engagement Radio – Station 2 Radio Spot Afternoon Show 4:00 PM 4 times/week $X,XXX $XX,XXX Regional station with strong local following Digital – Facebook Social Ad News Feed 24/7 Continuous $X,XXX $XX,XXX Targeted ad with high CTR potential Digital – YouTube Video Ad Pre-roll Video 24/7 Continuous $X,XXX $XX,XXX Engaging video format, ideal for product showcase Other Channel Other Ad Type [Slot/Placement] [Time] [Frequency] [$X,XXX] [$XX,XXX] [Notes]
4. Ad Placement Timeline Date Channel Ad Placement/Slot Ad Length Total Cost Notes [MM/DD/YYYY] [TV/Radio/Digital] [Ad Placement] [Ad Length] [$X,XXX] [Notes] [MM/DD/YYYY] [TV/Radio/Digital] [Ad Placement] [Ad Length] [$X,XXX] [Notes] [MM/DD/YYYY] [TV/Radio/Digital] [Ad Placement] [Ad Length] [$X,XXX] [Notes]
5. Total Media Spend Summary Media Channel Total Cost Notes TV $XX,XXX [Notes] Radio $XX,XXX [Notes] Digital $XX,XXX [Notes] Other Channels $XX,XXX [Notes] Total $XXX,XXX [Overall budget summary or adjustments]
6. Media Buying Contacts 7. Additional Notes and Comments
Special Instructions : [E.g., specific airing requests, preferred times, regional focus, etc.]Performance Tracking : [Details on how ad performance will be tracked and reported, including KPIs like reach, impressions, CTR, etc.]Contingency Plan : [Any budgetary adjustments or backup plans in case of changes to media buys.]
Example of Completed Template 1. Campaign Overview
Campaign Name : Summer Sale PromotionObjective : Drive online sales and increase brand awareness.Target Audience : Women aged 25-45, urban dwellers, interested in fashion and home decor.Campaign Dates :
Start Date : 06/01/2025End Date : 06/30/2025
2. Media Buying Strategy
Overall Media Strategy : The campaign will focus on a mix of TV, radio, and digital platforms to maximize reach and engage our target demographic.Budget Allocation :
Total Media Spend : $250,000TV Spend : $120,000Radio Spend : $60,000Digital Spend : $70,000
3. Media Channel Details Media Channel Ad Type Ad Placement/Slot Air Time Frequency Cost per Slot Total Cost Notes TV – Channel 1 TV Spot Morning News 7:30 AM 3 times/week $4,000 $12,000 High reach, good for general awareness TV – Channel 2 TV Spot Late Night Show 10:30 PM 2 times/week $3,000 $6,000 Cost-effective, targeted to night-time audience Radio – Station 1 Radio Spot Morning Drive 8:00 AM 5 times/week $1,200 $24,000 High listener engagement in morning drive Radio – Station 2 Radio Spot Afternoon Show 4:00 PM 4 times/week $1,000 $16,000 Regional focus, strong local following Digital – Facebook Social Ad News Feed 24/7 Continuous $2,500 $70,000 Retargeting ads, high conversion rate potential Digital – YouTube Video Ad Pre-roll Video 24/7 Continuous $3,000 $15,000 High engagement for product demo videos
4. Ad Placement Timeline Date Channel Ad Placement/Slot Ad Length Total Cost Notes 06/01/2025 TV – Channel 1 Morning News 30 seconds $12,000 Launch date for TV spots 06/03/2025 Radio – Station 1 Morning Drive 30 seconds $6,000 Initial air for radio 06/15/2025 Digital – YouTube Pre-roll Video 15 seconds $15,000 Boosted spend during mid-month push
5. Total Media Spend Summary Media Channel Total Cost Notes TV $18,000 Heavy emphasis on TV for broad reach Radio $40,000 Focus on prime morning and afternoon slots Digital $85,000 Targeted digital ads for high engagement Total $250,000 Full budget allocation
6. Media Buying Contacts 7. Additional Notes and Comments
Special Instructions : Focus on retargeting ads for Facebook and YouTube to maximize conversions.Performance Tracking : KPIs will include reach, impressions, CTR, and online sales tracking.Contingency Plan : Additional budget will be allocated to TV ads if initial radio performance is underwhelming.
This Media Buying Template helps organize all the essential information required to make informed media purchases, monitor budget allocation, and streamline communication between different teams involved in the campaign.
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