Costs and pricing
How much does media buying cost in Quebec?
A media buy has two parts: the space you buy from the media, and the planning fee you pay the agency — historically a commission of about 15 % of gross spend, today often replaced by a retainer or an hourly rate (indicative ranges — to be confirmed for your project). In Quebec, a credible local campaign starts around $3,000 to $10,000 per month across all channels, while a province-wide multi-channel campaign runs into the tens of thousands. Below roughly $2,000 per month, concentrate the budget on a single channel.
Updated September 13, 2026
Media buying is deciding where your money buys attention — and at what price. The classic SMB trap is not overpaying: it is spreading a small budget across four channels, where nobody sees the message often enough to remember it.
What a media agency actually does
- Planning — define the audience, choose the channels, split the budget, set target reach and frequency.
- Negotiation — secure rates, positions and bonus placements that the rate card does not give you.
- Trafficking and production — deliver the right formats, on each medium's deadline.
- Monitoring and reporting — verify that what was bought actually ran, measure, and reallocate.
The three fee models
- Commission on gross spend — the historical model, around 15 %. Simple, but poorly aligned: the agency earns more by spending more.
- Monthly retainer — roughly $1,000 to $4,000 per month for an SMB, depending on channels and markets. The most transparent option.
- Hourly rate — $85 to $175 per hour for one-off mandates or planning consulting.
Benchmarks by channel in Quebec
(Indicative ranges — to be confirmed by market, season and negotiation.)
| Channel | Realistic entry budget | What moves the price |
|---|---|---|
| Local radio | $2,000 to $8,000 / month | Market, drive time, number of spots |
| Out-of-home (billboards, shelters) | $1,500 to $10,000 / 4-week cycle | Location, traffic, digital or paper |
| Regional weekly / newspaper | $500 to $5,000 / insertion | Size, position, colour, circulation |
| Television | $10,000 and up / campaign | Network, programme, length, frequency |
| Programmatic digital | $1,500 to $10,000 / month | CPM, targeting, inventory quality |
| Sponsorships and events | Highly variable | Visibility, exclusivity, on-site activation |
Reach, frequency and the effectiveness threshold
A message seen once leaves no trace. Planners generally aim for three or more exposures per person within the buying period — which is exactly why a small budget should be concentrated. Owning one market's radio for four weeks beats sprinkling twelve months across four channels.
Two useful benchmarks: CPM (cost per thousand people reached) lets you compare channels against each other, and a short, dense campaign almost always beats a diluted continuous presence — except for a retailer that needs a permanent reminder.
Traditional or digital?
Digital is measured by the click and corrected in real time; traditional builds awareness and local credibility — and still works very well in Quebec, particularly radio and out-of-home in the regions. The best-performing plans often combine both: out-of-home and radio create awareness, digital harvests the demand they create. See our guides on Google Ads and Facebook and Instagram advertising for the digital half.
The costs a media plan tends to hide
- Producing the ads — a radio spot, a poster or a banner is not included in the space buy.
- Multiple formats — each medium has its own dimensions and delivery deadlines.
- Language versions — a bilingual campaign doubles production, not necessarily the buy.
- Trafficking fees — some media bill delivery separately.
- Measurement — an awareness survey, a dedicated phone number or landing page to attribute results.
How to get more for the same budget
- Buy early. The best positions go first, and negotiation is friendlier outside peak periods.
- Avoid hot seasons where you can: November and December cost more everywhere.
- Concentrate. One channel, one market, one dense period.
- Negotiate bonuses. Extra spots, upgrades, web visibility: you have to ask.
- Measure from the start. Without a landing page or a defined metric, you cannot know what to repeat.
Let's build your media plan
At Bollé Communications, we plan, negotiate and monitor your media buys across Quebec, tying traditional and digital into a single plan. See our approach to media buying, advertising and marketing and communication strategy, or get in touch for an estimate built around your project.
Frequently asked questions
What commission does an agency take on a media buy?
The historical model is a commission of about 15 % of gross spend. Many agencies, ours included, prefer a monthly retainer (often $1,000 to $4,000 for an SMB) or an hourly rate, which removes any incentive to inflate the budget (indicative ranges — to be confirmed for your mandate).
What is the minimum budget for a radio campaign in Quebec?
Roughly $2,000 to $8,000 per month for a local radio presence that reaches useful frequency. Below that, the message airs too rarely to be remembered: better to concentrate the budget over a shorter period.
Is ad production included in the media buy?
No. The space buy pays for distribution; creating and producing the message (radio spot, poster, banner, video) is billed separately. It is the most common surprise in a first media plan.
Should we invest in traditional or digital media?
It depends on the objective. Traditional (radio, out-of-home) builds local awareness and credibility; digital captures demand and is precisely measurable. For a Quebec SMB, a mixed plan usually returns the most, with digital harvesting what traditional has sown.
How long should a media campaign run?
A four-to-six-week flight is a good starting point: long enough to reach useful frequency, short enough to concentrate the budget. For a business that depends on constant reminder, alternate flights and dark periods instead.
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