Short answer: A media budget is made up of separate lines: copy or script, recording and editing, the space or airtime bought, coordination, usage rights and proof of publication or broadcast. Ask for each to be itemised so you can compare quotations. Also distinguish a web studio from television, and internet radio from FM or DAB+: they are different products with different reach and different prices.
The lines in a media budget
A single total tells you little if you do not know what it covers. Ask for a quotation in which these lines are visible.
- Copy or script: writing the text, interview questions or the spot.
- Recording and production: studio, camera, sound, voice-over, editing and any subtitles.
- Media space or airtime: the page, placement, broadcast or number of spots purchased.
- Coordination: liaison with the outlet, scheduling, briefing and approval rounds.
- Rights: what you may do afterwards with the text, footage or audio, where and for how long.
- Proof: a publication link, voucher copy, broadcast log or an authorised clip.
Production and space are often priced separately. A production fee for an advertorial is therefore not an all-in price for the placement.
A web studio is not television
A studio interview for online video is professionally recorded, but it is not broadcast by a TV channel. You distribute it yourself on your website and your own channels, so its reach depends on your own audience and any advertising you buy separately.
A TV interview with a commercial broadcaster means a segment aired on an agreed channel and slot, subject to the broadcaster’s acceptance. The budget therefore includes airtime and coordination with the broadcaster. As an indication, Klantwerf proposes €2,450 excluding VAT for an online studio interview and €5,900 excluding VAT for an interview with a regional commercial broadcaster. These are proposals, not quotations from media companies.
Internet radio is not FM or DAB+
A station that is only available online reaches a different audience from one on FM or DAB+. Always ask which platforms a broadcast can be heard on, in which area and at what times.
A radio interview and a spot campaign are different products too. In an interview you talk about your business for a few minutes; in a campaign a short spot is aired an agreed number of times. Klantwerf indicatively proposes €890 excluding VAT for a local or regional radio interview, and €1,450 excluding VAT for a campaign with one 20-second spot aired 20 times over 7 days. A local price tells you nothing about a national campaign.
Potential audience is not people reached
Media owners often quote a coverage area, circulation or potential audience. That is the number of people who could receive the outlet, not the number who saw or heard your piece. Ask what proof you will receive afterwards, and do not treat potential audience as people reached.
A paid placement or broadcast guarantees no enquiries, no revenue and no position in search engines or AI-generated answers. Budget for how you will record the effect yourself, for example with a dedicated landing page.
Settle rights and cancellation up front
Paying for airtime does not automatically give you the right to use channel logos, a presenter’s voice or a clip in paid advertising. Set out in writing what is allowed organically, what is allowed in paid media, and for how long.
Agree as well what happens if an outlet does not accept the proposal: which production costs have already been incurred, which part was not aired and what you get back. Any substantial substitution of outlet or slot happens only with your agreement. The claims policy for enquiries does not apply to media bookings.
Assumptions and limits
- All amounts mentioned are indicative Klantwerf proposals excluding VAT, not quotations or rate cards from broadcasters, newspapers or stations.
- No outlet, broadcaster, audience, date or slot is committed until the outlet has confirmed it in writing.
- Klantwerf does not present any existing outlet as a partner; acceptance rests with the outlet itself.