Up to now, the evaluation of media plans as part of an advertising strategy has only been possible at the level of the communication medium. For the medium television, supplementary data concerning the advertising medium, i.e. the spot ratings, are available. A new model of media planning has been developed for the evaluation of media plans, a model which links, in a special dataset, media exposure, average reach and advertising exposure. This model has been developed in cooperation of advertisers, agencies and clients of TV audience research.