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What does saturating your market actually cost?

The maths is not complicated, and no agency should be coy about it. Put your numbers in and see the monthly media budget it takes to reach your audience often enough to be remembered.

Everyone who could realistically buy from you — not everyone in the country.
Below three, nothing sticks. Eight to twelve is where saturation starts to feel inevitable.
Sets the blended cost per thousand impressions used below.
Lifetime value if you know it, first order value if you do not.
Per month, across the whole audience. For cold audiences 0.05–0.5% is the realistic range — anything higher needs evidence.

How the calculation works

Three numbers decide what saturation costs, and only one of them is under an agency's control.

  • Audience size. Every impression you buy has to land on someone. A bigger audience is not ambition, it is a bigger bill.
  • Frequency. How many times a month each person sees you. This is the number most campaigns quietly set to one and then wonder why nothing happened.
  • CPM. What a thousand impressions costs on the channels you choose. Paid social is cheap; out-of-home and connected TV are not, but they carry authority that feeds cannot.

Multiply audience by frequency to get impressions. Divide by a thousand, multiply by your blended CPM, and you have the monthly media budget. Everything else on this page is the same arithmetic run forwards into customers and revenue.

Where the estimate will be wrong

Reach is never perfect: platforms overlap, some of your audience is unreachable, and frequency clusters on the heaviest users. Treat the figure as the floor of what saturation costs, not the ceiling. The saturation guide explains the adjustments we make in a real plan.

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Tell us your market and we will map exactly where your buyers spend their attention — and what it costs to own it.

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