Performance · XLSX

Media plan 2026 template

Ready-made XLSX media plan for Russian digital channels - Yandex Direct, VK Ads, Telegram. Six sheets, completed examples for B2B services, budget summation formulas, target CPL and CR for each channel.

marketing-plan-2026.xlsx · 13 KB · CC BY 4.0
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what's inside the media plan template

The file consists of seven sheets - a cover and six working tabs. Not “a universal media plan for any business”, but tailored for practice digital marketing in the Russian Federation in 2026: budgets in rubles, channels from real list (Yandex Direct, VK Ads, Telegram Ads, sponsored placements in TG, content SEO, integration), transaction cycle from 14 to 60 days.

  • Cover. Authorship, date, CC BY 4.0 license, brief instructions for filling it out.
  • Goals. Decomposition “business goal → marketing goal → KPI with metric and deadline.” Completed example: 240 million ₽ revenue, 1 800 paying people, CAC ≤ 12,000 ₽, M2 retention from 38% to 48%.
  • Audience. Segments with JTBD, pain/trigger, channel where they “live” and shares. Three segments already filled - B2B founders SaaS 25-150 people, e-com markers with a check of 4-15k ₽, founders agencies 5-25 people.
  • Channels. Mix of channels with hypotheses and targets metrics. Six channels by default, divided into priorities P0-P3.
  • Budget. Monthly distribution across seven lines (including 10% reserve and creative part). SUM formulas are already hardcoded, the results are recalculated automatically.
  • KPI. Plan-fact by quarter: leads, MQL, SQL, paying, CAC, LTV/CAC, Direct share, retention. With agency standards.
  • Calendar. Launches and flights by month - what channel, what we are launching, creative concept, responsibility, status.
Send us your file and I’ll tell you where it breaks.

The annual form, for the event, for offline and for the press service are located in separate files in the templates section - download directly from there. If the sheet does not agree with your budget, write: I will tell you what to change in it.

why is it structured this way?

Structure logic - top-down from business result to calendar task. Nine out of ten media plans I see in audits start from the reverse: from the “channel - budget - CPL” table without explanation of where the figure of 60% of the budget in Direct is taken and why it should be there at all like this. In my template, “Channels” appear after “Goals” and “Audience” - because this is the only way to understand which channel catches which segment and under what purpose?

The “Budget” sheet is intentionally separated from the “Channels” - these are two different tables, which are read by different people. The budget opens the founder or CFO, channels - performance team. The founder does not need to see the “format” column creativity” when he looks at the amount of ₽40 million of the annual budget.

KPIs are presented on a separate sheet, broken down by quarter, not by months. Monthly KPIs create the illusion of control: the number jumps by ±20% from month to month due to seasonality and the auction, and the team begins putting out fires instead of strategy. A quarterly look shows the trend, and not noise.

how to use the template

I use this template for quarterly reboot on all of my projects and for the first media plan with a new client. Typical cycle - fill in 3-4 hours for the first time, then you spend 30 minutes each week to update the fact.

  1. Step 1. Open “Goals” and census for yourself. Delete mine examples, start with one line “the main business goal of the year.” Decompose it for 2-3 marketing purposes. Each has KPIs and deadlines.
  2. Step 2. Segment your audience into at least three groups. It often seems to a founder that he has “the whole audience” - this is always not like that. Divide by revenue, industry, position of decision maker.
  3. Step 3. Channels and hypotheses - no more than six. If you You have nine channels to try, and you won’t get statistics on any of them. Six is ​​the ceiling for a team of up to 5 people. Prioritize P0-P3.
  4. Step 4. Budget - top to bottom. First, the annual amount then distribution by channel, then by month, adjusted for seasonality. The formulas will recalculate the results. Reserve 10% - not “just in case” case”, and to hypothesis tests P3.
  5. Step 5. Review KPIs after 30 days. The first KPIs are almost always past reality. Not scary. A month after the start, sit down again and correct - this is normal planning hygiene.

what is NOT in this template

Honesty is more important than the appearance of completeness. What is specifically not included in the file:

  • Attribution model. The template does not decide how to count lead from Direct if the person arrived through a direct approach.” Attribution is a separate layer of work, I analyze it into article about attribution 2026.
  • P&L and financial model.This is a media plan template, not business plan. P&L with revenue and unit economics forecast is live separately - partially covers it Agency KPI dashboard.
  • Creative briefs for the format. The Calendar sheet records concept, but does not describe frame-by-frame. Needed for a creative brief separate document.
  • Calculations for media buying (CPM, GRP, OTS). Outdoors and TV this template is not sharpened. It's about digital with performance metrics.

what media plan templates do I consider bad in RuNet?

When I was preparing this template, I went through the first page of Yandex upon request “media plan template download.” What I found and why I didn’t use it landmark:

  • “A universal media plan for any niche.” Any the universal media plan is in reality tailored for FMCG with a TV campaign from 2015. Columns CPM, GRP, share 18-44 - this is not about digital in the Russian Federation 2026. On the performance project, this file will have to be remade by 80%.
  • Media plans from Business Youth. List structure channels and amount” without decomposing the purpose and audience. Fills in 15 minutes, does not help make any decisions except “where to fill another 100k ₽.”
  • Templates for 25 sheets from consulting agencies. “PEST analysis” sheet, “Porter’s 5 forces” sheet, “SWOT” sheet - all this MBA aesthetics that has nothing to do with performance. In my There is not a single sheet in the template that is filled out once and never again. starts moving.
  • “Pretty” templates in Notion / FigJam without formulas. They look nice, but they don’t count the results. After a week of filling you discover that the budget is 18% higher than the plan, and no one notices this noticed.
A media plan is not a file “for beauty”. This is a tool for deciding whether it is necessary this quarter, pour another 300k ₽ into VK Ads or transfer them to content-SEO. If the template does not help you make this decision in 5 minutes - he's bad.

related materials

If you liked the template, look at my three other working tools, which I use together with the media plan:

  • CPA calculator - to check whether you get into the benchmark for your niche before pour the budget into the channel.
  • Agency KPI dashboard — If the media plan is about leads, then the dashboard is about money. Used in couple
  • article about attribution 2026 — how to measure which channel actually gave the lead when the user came through three sources.
Frequently asked questions
What should be in a media plan?
Six blocks: goals with decomposition from business results to KPIs, audience segments with JTBD, a mix of channels with hypotheses and priorities, a monthly budget with formulas, a quarterly KPI plan and a launch calendar. The “channel - budget - CPL” table without the first two blocks is not a media plan.
What does the media plan form look like in Excel?
Seven sheets: cover and six working tabs. The budget is separated from the channels intentionally - these are two tables for different readers: the amount is looked at by the founder or financial director, the channels and creative formats are looked at by the performance team. The summation formulas are hard-coded; you only need to change the numbers in the cells.
How many channels should I include in my media plan?
No more than six for a team of up to five people. With nine “test” channels, statistics are not collected on any of them, and the decision to turn off is made based on noise. Priorities are set from P0 to P3: P0 must be launched, P3 - only if there is a resource left.
Do you need another form of media plan - annual or for an event?
Annual budget with monthly breakdown, quarters and reduction scenario - a separate form at /templates/mediaplan-godovoy. For a forum, conference or opening with phases and accessibility - /templates/mediaplan-meropriyatie. Radio, outdoor and press with GRP and OTS - /templates/mediaplan-offline. Working with the media - /templates/mediaplan-press-sluzhba.
Related Templates
Annual media plan
XLSX for 12 months: budget grid by channel, quarters, plan-actual, seasonality, reserve.
Event media plan
XLSX for a forum, conference or opening: three phases, channels with coverage, day X, analysis after.
Offline media plan
XLSX for radio, outdoor and press: checkerboard of outputs, GRP and OTS, five ways to measure the effect.
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The template does not close the task - let's talk

If the template doesn’t fit your niche, or you need someone to match it, which will lead to the result - there is form and Telegram at /contact. I answer during business hours.

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