Media & Budget Matrix
Allocate budget across channels with a clear media plan that balances reach, cost, and impact. Free, no signup.
Budget allocation is where marketing strategy becomes real, because money is the only vote that counts. The Media & Budget Matrix distributes your spend across channels against three factors that pull in different directions: reach, cost, and impact. The matrix makes the trade-offs visible: the channel with the biggest reach is rarely the one with the deepest impact, and the cheapest channel is cheap for a reason. You end with an allocation you can defend line by line, which matters most in the meeting where someone asks why so little on the channel they personally like. Built for the same reason as the rest of these tools: my students needed to practice the decision, not just read about it.
Frequently asked questions
How should a small budget be split across channels?
Concentrate, do not spray. A small budget spread across five channels buys invisibility everywhere. Two channels funded to effectiveness beat five funded to existence, and the matrix shows you which two.
What is the difference between reach and impact?
Reach is how many people the channel touches; impact is what the touch changes. Broad awareness channels score high reach and low impact per person. Owned channels invert that. A working mix buys both, deliberately.
How often should the budget allocation be revisited?
Quarterly against the Control measures from your plan, and immediately when a channel’s cost or performance shifts. An allocation is a standing decision, not an annual ritual.