Media Mix Calculator
Optimize your communications budget allocation across paid, earned, and owned media channels.
1Budget & Goals
2Quick Presets
3Channel Allocation100% allocated
4Projected Performance
Channel Breakdown
| Channel | Budget | Impressions | Clicks | Conversions | CPA |
|---|---|---|---|---|---|
| PSearch Ads (Google/Bing) | $25,000 | 1.0M | 35.0K | 1.4K | $18 |
| PSocial Media Ads | $15,000 | 1.3M | 15.0K | 300 | $50 |
| PDisplay Advertising | $10,000 | 2.0M | 7.0K | 35 | $286 |
| PVideo Ads (YouTube, OTT) | $10,000 | 666.7K | 5.3K | 53 | $188 |
| PInfluencer Partnerships | $5,000 | 250.0K | 6.3K | 188 | $27 |
| EPR/Media Relations | $10,000 | 5.0M | 25.0K | 375 | $27 |
| EOrganic Social | $5,000 | 500.0K | 5.0K | 40 | $125 |
| ESEO/Organic Search | $10,000 | 1.0M | 25.0K | 875 | $11 |
| OEmail Marketing | $5,000 | 5.0M | 140.0K | 6.3K | $1 |
| OWebsite/Blog Content | $5,000 | 500.0K | 0 | 0 | - |
🏆 Top by Volume
💰 Top by Efficiency
📈 Media Mix Tips
- • Paid media drives immediate results; earned/owned build long-term equity
- • Balance top-of-funnel (awareness) with bottom-of-funnel (conversion) channels
- • Test allocation changes in 10% increments and measure results
- • Consider attribution models—first-touch vs. last-touch vs. multi-touch
How to Use This Calculator
Enter your total communications budget
Set your primary objectives (awareness, consideration, conversion)
Allocate budget across paid, earned, and owned channels
Review projected reach and efficiency by channel
Frequently Asked Questions
What is the ideal paid/earned/owned media mix?
There's no universal ideal, but many successful brands allocate 40-50% to paid, 20-30% to earned, and 20-30% to owned media. Your mix depends on goals, industry, and audience.
How do I value earned media vs paid?
Earned media often delivers 3-5x the credibility of equivalent paid placements. However, it's less controllable. The calculator helps quantify the tradeoffs.
Should I invest more in owned media?
Owned media (website, email, social) builds long-term assets and reduces dependence on paid channels. Increasing owned media investment often improves overall efficiency.
How does the mix change by objective?
Awareness goals favor paid and earned media. Consideration benefits from owned content. Conversion typically relies more heavily on paid digital and owned channels.
How often should I adjust my media mix?
Review and adjust quarterly based on performance data. Major strategy shifts might warrant more significant reallocation, but avoid constant changes that prevent optimization.
Why Use This Calculator
- Balance paid, earned, and owned media investments
- Model different allocation scenarios
- Identify optimal channel mix for your goals
- Compare efficiency across media types
- Allocate budget strategically by objective
Need Expert Help?
Our team can help you build a customized communications strategy.
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