Media Analyst Job Description

Media analysts research how often their clients are mentioned in magazines, newspapers and on television.

Companies are interested in knowing how well their product or service is selling in the market. They are also concerned with protecting their brand and public image against unfavorable publicity. Media analysts provide this information by conducting market research, identifying competition and determining the best time to promote their clients’ products to prospects and customers.

Function

Media analysts monitor their clients’ performance in the marketplace by comparing media coverage on television stations, the Internet, in magazines and in newspapers. They record the number of times the company’s product or service is mentioned in the media and analyze public reception of news articles, press releases or television programs. Some of the indicators they use to determine failure or success rates are viewer numbers; online click-through, open and download rates; and feedback surveys. Media analysts are also responsible for using media trends and industry data to outline strategies for companies looking to enter into or expand in a particular target market. For example, media analysts review their clients’ sales history and marketing intelligence to produce predictive models that forecast the company’s performance.

Education

Employers require that media analysts have a bachelor’s degree in mass communications, advertising or a similar discipline. Depending on the level of experience required for the job, some companies prefer candidates with a master’s degree or MBA. To prepare for a career in media analysis, college students take courses such as marketing, communications, psychology, advertising and media studies. In addition, completing an internship with an advertising or media firm improves candidates’ chances for acquiring a full-time position after graduation.

Skills

Candidates for media analyst positions must have strong interpersonal, written and oral communication skills. Media analysts should be excellent problem-solvers and possess a basic knowledge of statistics, econometric modeling, market research techniques and analytics. These professionals must also be comfortable presenting in front of large and small audiences, and submitting recommendations to senior executives and clients. Other skills that are useful include proficiency in spreadsheet and word processing software applications.

Salary

According to a June 2010 Indeed.com report, the average salary for a media analyst in the United States was $61,000. However, salaries for this position vary due to factors such as geographic location and employer size. For instance, Indeed.com also reports that the average salary for media analysts working in New York was $72,000.

Potential

According to the Bureau of Labor Statistics, competition for jobs in the advertising industry will be intense since the number of applicants greatly exceeds the number of job openings. However, the BLS expects that jobs in the public relations and advertising sectors will increase 8 percent between 2008 and 2018 due to economic expansion and the need for companies to promote more products and services.

References

• CareerBuilder.com: Media Analyst
• Bureau of Labor Statistics: Advertising and Public Relations Services
• Indeed.com: Media Analyst Salary