An audience proposal creator determines a target cost per thousand (CPM) baseline and a demographics CPM baseline for a deal offering audience spots, determines deal constraints based on a target CPM reduction goal, a demographics CPM cap, and the established parameters, and generates rates by selling title for each selling title-weeks for a duration of pending deal, and for each network of a plurality of networks based on the constraints. Target and demo audience rating estimates are acquired based on the target and demo applicable to the advertiser for the plurality of networks, and a distribution of the audience spots generated across the plurality of selling title-weeks, and networks based on the target audience rating estimates, a budget for the pending deal, the generated rates, and available inventory per selling title-weeks, and a proposal generated based on the distribution. An audience processor schedules audience spots across one or more networks for selling title-weeks based on the distribution.