A plan that_states the numbers

01

From strategy to buys

The media plan is the third step of the work. It turns the roles set in the media strategy into buys: who is reached, how often and in which formats. The assets are planned at the same time, because the format and the way it is bought are decided together.

The plan defines the audience and counts its size, sets reach and frequency, splits the budget across channels and locks the timing. After that we negotiate the rates and place the buys.

02

Who to reach, where and when

We define the audience from NØRR3 Media Insights and state its size in people. The same data shows which channels the group follows and when. For example, 47.8 %*, about 1 891 000 people, say they typically listen to the radio between 9 and 16 on weekdays, and 13.0 % between 18 and 24. Time of day is therefore part of the plan.

When the brand is on the NØRR3 Media Insights brand list, or your own question has been added, the plan can be built around the media use of people who are interested in the brand but do not use it yet. The Research page explains how that group is defined.

03

Reach, frequency and assumptions

We calculate reach and frequency in advance, so the plan can be measured against what actually ran. The advance calculation is an estimate, and we state its assumptions. Contacts are not separate people, so contact counts from different channels are not added up as reach.

Reach that is open to advertising is assessed channel by channel. 20.3 %*, about 803 000 people aged 18 to 74, say they use an ad blocker online. Blocking does not necessarily remove all online advertising, and it does not apply to TV, radio or out of home, for example. So the same share is not deducted from every channel.

04

Budget, negotiation and buying

The budget is split across channels according to the reach and frequency each role needs. Timing is locked to the audience's media use and the sales season. We negotiate rates with media owners and place the buys according to the plan.

05

The plan keeps moving

We track reach, frequency and results while the campaign runs and move budget according to the agreed goal. In supported channels, delivery and tracking can be handled in the Campaign & Reporting app in NØRR3 Marketing Engine. After the campaign, measurement shows what the media delivered, and that evidence goes into the next plan.

06

What our campaigns have shown

A narrow audience wears out fast. When the audience is small, the area is tight or the platform chases clicks from the same people, frequency in our campaigns has run away and can pass 20.** So we set a frequency cap and track it in click buying too. When frequency runs away, we widen the audience or move money to another channel.

Do not exclude the oldest age groups by default. In our campaigns across several industries, they have clicked on ads more actively than younger people.**

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74, margin of error ±1.5–2.2 percentage points. Radio: at what times of day do you typically use these media on a weekday. Ad blocking: which of the following describe you. ** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.