Definition of a media plan and media planning  

A media plan combines the different operations carried out by an agency or an advertiser in order to identify and select the right criteria to broadcast a radio or TV campaign according to the client’s budget. For a TV campaign, the advertiser has to pick the channels, the days and the broadcasting schedules of the different spots of the TV campaign.

Advertisers can ask – or not – for the counsel of an advertising agency or a media agency, that help them imagine their media plan and can also negotiate the price of TV purchases. The agency can also show them how to optimise their media plan. Their work can however be reinforced by other actors’, like TV tracking solutions.

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