Free resource · Spreadsheet (Excel)

Media plan phasing template

Timing matters as much as totals. This template spreads each channel's budget across the weeks of a plan and shows the carryover: how much advertising pressure is still working each week from earlier spend.

By email

Free by email

Enter your email address and I'll send you the download link. It lasts 72 hours.

What's inside

Inputs for six channels: budget, phasing pattern and carryover rate
Five patterns: even, front-loaded, back-loaded, bursts (weeks on and off) or your own weights
Weekly phasing that always adds back to each budget, with a check row and a chart
Effective pressure with carryover, week by week, with a chart
Illustrative example plan to start from

Who it's for

Media planners, marketing managers and analysts building or reviewing a quarterly or half-year plan.

How to use it

Set the start date and each channel's budget and pattern.
Use carryover rates from your own mix model if you have them; otherwise the guide ranges on the first sheet.
Compare the Phasing and Carryover charts: brand channels keep working after their flights end.

Free to use within your organisation. Please don't resell or republish it. Download terms

Examples and charts in this resource use illustrative data.