Gross / Net / Net-net Calculator
Calculate media prices from plans: Gross with VAT → Net (after agency commission) → Net-net (after prof. discount). For TV, radio, print, OOH and online.
Frequently Asked Questions (FAQ)
What is the difference between Net and Net-Net price?
Net price is cleared of the basic agency commission (usually 15%). Net-Net price (sometimes called "Super Net") is further cleared of additional discounts (volume discount, early payment, partner discount). Net-Net is what really leaves your account to the media.
Why are Gross prices still used?
Historical reasons. Media have official price lists (rate cards) that serve as an anchor for negotiation. Gross prices allow agencies to show the client the "value of the discount" they negotiated for them. Without Gross price, it would not be possible to quantify negotiation success.
How to calculate agency commission?
The standard is 15%, but big brands often have a commission rebate or a lower rate. In this calculator, you can set your own commission % and see the impact on the final price.
Why it matters
In media buying (especially TV, Radio, Print), prices are often chaotic. List (Gross) prices are only
indicative and real buying happens with tens of percent discounts. This calculator helps you quickly
calculate how much you really pay "cash" (Net-Net).
Ignorance of the difference between Gross and Net can cost you thousands of dollars when planning
budget. If an agency tells you "we have a budget of 10,000 in Gross", you might realistically only buy media for 5,000 and
the rest is "list price padding". Always ask for Net-Net.