Category
Software that turns a rating target into a TV plan with a budget a buyer can defend — not a slide with a number on it.
Media planning software is judged by what it computes, not by its charts. If the tool cannot reproduce the maths your buyer does by hand — duration weighting, affinity, CPP, seasonality, discount ladders — it is a presentation layer, not planning software.
Seven calculations decide whether a TV plan survives contact with a seller. Every one of them runs inside Tilsim TV Budgeting on a frozen calculation core — the first and the last of them, duration weighting and the discount ladder, can be tried right now in the wTRP → budget calculator.
| Calculation | Why it matters | Where it breaks in spreadsheets |
|---|---|---|
| Duration-weighted TRP (wTRP) | A 15-second spot does not buy what a 30-second spot buys — ratings must be weighted by duration coefficient. | Coefficients hardcoded once, never re-checked per channel. |
| Affinity | Shows how well a programme's audience matches the buying target. | Computed on the wrong base audience. |
| CPP (cost per point) | The price of one rating point — the currency of the whole negotiation. | Mixed baseline: CPP quoted on 30″ applied to weighted TRP. |
| Seasonality | The same rating costs differently in March and in November. | One flat coefficient for the whole flight. |
| Prime / off-prime split | Money share and audience share move differently between dayparts. | Share applied to budget instead of ratings, or vice versa. |
| Discount ladders | Seller discounts multiply, not add — and tiers depend on the budget they change. | 20% + 10% treated as 30%; boundary tiers never iterated. |
| Both directions | TRP → budget for planning, budget → TRP for defending the answer. | Two separate sheets that disagree with each other. |
One core, two products around it — planning the money and reading the audience.
Runs the full chain above in both directions through the same calculation core, with channel rate cards, seasonality, prime/off-prime and negotiated discount ladders resolved by iteration. Measured <0.01% deviation from the agency's reference model — how that figure is produced is described in the methodology.
Full product page →Live campaign analytics on the Nielsen feed for the Moldovan market: delivery against plan, channel breakdown, and a client portal — so the plan and the fact are read from the same numbers.
Full product page →Planning software decides how the budget should be spread — targets, channels, dayparts, flighting — before money moves. Buying software executes and reconciles the deals. Tilsim TV Budgeting sits on the planning side but computes with buying-grade maths, so the plan survives the negotiation it was built for. The deal-side mechanics are covered separately under media buying software.
Take one campaign you have already costed by hand and run it through the tool in both directions. Every gap between the tool and your spreadsheet should resolve to a named coefficient — a duration weight, a seasonal index, a discount tier. Unexplained gaps mean the tool's maths is not your market's maths.
The calculation chain — wTRP, affinity, CPP, seasonality, discounts — is universal; the coefficients are local. Tilsim ships with the mechanics and loads your market's rate cards and coefficients per channel.
The arithmetic behind the product, explained step by step.
The fastest way to judge planning software is a line-by-line comparison on a campaign you already know the answer to. We will run it through both directions and show every coefficient.
