Media analyst: job description

Media analysts carry out general, quantitative and qualitative research in the production of media evaluation reports, the results of which are used to improve the effectiveness of marketing campaigns.

Media analysts make extensive use of audience research figures produced by DART for Advertisers for Internet-based advertising, the National Readership Survey for newspapers/magazines, the Broadcasters Audience Research Board for television, Radio Joint Audio Research for radio and Poster Audience Research for poster effectiveness. Typical responsibilities include:

• selecting research methods appropriate to pre-defined client criteria;
• designing and using qualitative and quantitative research tools such as questionnaires, focus groups, interview schedules etc;
• reading press releases/broadcast coverage and assessing if stories are favourable or detrimental to clients;
• analysing research results using a variety of numerical and IT tools;
• summarising and finalising data at the end of projects;
• entering data into client databases;
• supporting and advising coding/client account staff;
• making presentations;
• writing reports;
• attending information sessions;
• networking with media owners;
• ensuring set deadlines are met.

Typical employers of media analysts

• press cutting agencies
• media analysis firms
• media owners
• television channels
• radio stations
• magazines
• newspapers

A demonstrable interest in the media and a good appreciation of what working within the industry involves is helpful for applications. Vacancies are advertised by recruitment agencies, in national newspapers and in publications such as Campaign, The Drum, Marketing, Media Week, and Marketing Week.

Qualifications and training required

Any degree/HND subject is acceptable, although journalism, psychology, business studies, communications, media studies, marketing, or management qualifications may be helpful. Paid/voluntary work experience gained with a media evaluation company or within marketing/PR is desirable.

Key skills for media analysts

• maturity
• confidence
• inquisitiveness
• ability to cope with pressure
• effective organisational abilities
• team working skills
• interpersonal skills
• communication skills
• strong research skills
• analytical skills
• numerical skills
• IT skills
• time management skills.