In one embodiment, a data processing method comprises generating impression estimate data that specifies an estimated total number of impressions of a plurality of non-program media items that are possible during future transmission of a plurality of media programs via a plurality of media channels; based on the impression estimate data, generating campaign data specifying a target number of impressions of a particular non-program media item and specifying one or more particular media channels to receive the particular non-program media item; based on the campaign data, and based upon transmission schedule data that specifies future times of transmission of the plurality of media programs via the plurality of media channels, automatically determining digitally stored promotional schedule data that specifies a plurality of times to transmit the particular non-program media item to achieve the target number of impressions; wherein the method is performed by one or more computing devices.