What does a Media Planner do?

A media planner is responsible for identifying which media platforms are best to advertise a client's brand or product. They work within advertising agencies or media planning and buying agencies with the aim of maximizing the impact of advertising campaigns through a range of media platforms like radio, television, Internet, and billboards. Additionally, media planners use mathematical formulas to analyze demographic data in order to determine what type of advertising would best suit their goals.

A bachelor's degree in Marketing or similar field along with 4 years of demonstrable experience in a similar role. Successful media planners possess excellent communication and teamwork skills and have an analytical mind with an aptitude for statistics and math.

  • Collaborate with clients and the account team to understand the clients business objectives and advertising strategy
  • Work on several projects simultaneously, often for several different clients
  • Effectively communicate with the creative agency team, clients and consumers to develop media strategies and campaigns
  • Execute decisions on the best form of media for specific clients and campaigns
  • Undertake research and analyze data using specialist industry resources
  • Identify target audiences and analyze their characteristics, behavior and media habits
  • Present proposals, including cost schedules, to clients in a timely manner
  • Develop and maintain good contacts with media owners, such as newspapers, magazines, and websites
  • 3+ years experience as a media planner or similar role
  • Broad knowledge of media channels
  • Familiarity with campaign evaluation metrics and media buying
  • Excellent communication and teamwork skills
  • Working knowledge of analytics tools (e.g. GfK MRI, MOAT, Nielsen IMS)
  • Ability to work effectively under pressure
  • Strong analytical and organizational skills
  • Ability to work with IT resources such as databases and spreadsheets, for the collection and management of information
  • Deeply analytical mind with an aptitude for statistics and math
Work/Life Balance
3.1 ★
Salary Range--
Career Opportunity
3.5 ★
Avg. Experience2-4 years

Media Planner Salaries

Average Base Pay

£31,026 /yr
Same as national average
Not including cash compensation
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Median: £31K
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Glassdoor Estimated Salary

Media Planner Career Path

Learn how to become a Media Planner, what skills and education you need to succeed, and what level of pay to expect at each step on your career path.

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Media Planner Insights

Read what Media Planner professionals have to say about their job experiences and view top companies for this career.
SEO Digital Planner
1 Jun 2020

“The people who work at Pro are amazing people and are really great to work with.”

Zimmerman AdvertisingZimmerman Advertising
Junior Media Planner
4 Dec 2019

“Training is going great and I feel like I am learning actively and growing into my role.”

Havas MediaHavas Media
Media Planner/Buyer
3 Mar 2020

“I was especially lucky because my team was so awesome and I walked away with some life long friends.”

CMI Media GroupCMI Media Group
Associate Media Planner
5 Mar 2021

“Work from home twice a week was a pro pre covid but had just become a norm.”

Active InternationalActive International
Media Planner
9 Jun 2021

“Promotions are rare and pay is not great”

M&C Saatchi PerformanceM&C Saatchi Performance
Senior Media Planner/Buyer
6 Apr 2021

“Felt lucky to work with such smart people and bringing my dog to work was also a major plus!”

Carat USACarat USA
Assistant Media Planner
6 Apr 2020

“Upward mobility is definitely possible but quite slow from what I can tell.”

Zenith MediaZenith Media
Media Planner
9 Nov 2019

“And good clients.”

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Media Planner Interviews

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