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About this tool
Estimate a brand deal pricing range from your reach, CPM and deliverables.
A brand deal rate calculator prices a sponsorship from the bottom up: media value (reach ÷ 1,000 × CPM × number of deliverables), plus your production cost, plus a rights uplift applied to that subtotal for paid usage and exclusivity, plus a management or agency fee on the whole thing. It gives creators a defensible starting number and a negotiation band of 85% to 125% of it, instead of a figure pulled from a follower-count chart. Every component is itemised — media, production, usage and exclusivity, fee — so you can show a brand exactly what they are paying for.
Open Brand Deal Rate Calculator on AltFTool — it loads instantly in your browser.
Enter Expected qualified reach, Base CPM and Number of deliverables, or press the "50k reach campaign" example to load 50,000 reach at a 20 CPM.
Add Production cost / time value, then Paid usage uplift (%), Exclusivity uplift (%) and Agency / management fee (%).
Read the estimated quote with its 85%-125% conversation range, itemised as Media value, Production, Usage + exclusivity, Management fee and Deliverables.
Usage and exclusivity are applied as uplifts on the media plus production subtotal, which makes it obvious that a longer licence or a category lock-out costs money the shoot did not.
The breakdown returns media value, production, combined usage and exclusivity, management fee and deliverable count as separate lines you can paste into a quote.
Alongside the calculated quote you get a range from 85% to 125% of it, which is what an actual negotiation looks like.
Media value = expected qualified reach ÷ 1,000 × CPM × number of deliverables. At 50,000 reach, a 20 CPM and 2 deliverables that is 50 × 20 × 2 = 2,000, before production, rights uplifts and any management fee are added on top.
It depends far more on audience quality, niche and platform than on follower count, so treat any single figure as a starting point and adjust from offers you have actually closed. A high-intent niche audience commands a multiple of a broad entertainment one at identical reach, which is why the input here is expected qualified reach rather than followers.
Because they are separate rights, not part of making the content. Paid usage lets the brand run your content as an ad beyond your own feed, and exclusivity stops you earning from competitors for the term — here both are entered as percentage uplifts on the media plus production subtotal, and 30% usage plus 20% exclusivity raises a 2,500 subtotal by 1,250.
In this calculation it is added on top, not deducted: the fee percentage is applied to the total after media, production and rights, so the number you would receive stays intact. Check your own management agreement, because some are written the other way round, and confirm tax and payment terms with a professional before you sign — this is an informational estimate, not a market quote or legal advice.
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