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.

What responsibilities are common for Media Planner jobs?
  • 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
What are the typical qualifications for Media Planner jobs?
  • 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
3.2 ★
Total Pay--
Career Opportunity
3.6 ★
Avg. Experience2-4 years

How much does a Media Planner make near United States?

$72,901 /yr
Total Pay

Base Pay


Additional Pay


 / yr
Most Likely Range
Possible Range
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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.

Media Planner

Years of Experience Distribution

0 - 1
2 - 4
5 - 7
Not including years spent in education and/or training

Media Planner Insights

Read what Media Planner professionals have to say about their job experiences and view top companies for this career.
J.D. PowerJ.D. Power
Digital Media Planner
Dec 19, 2022

“No work pressure at all and you will have chance to grow in your career.”

ToinenPHD Oy
Media Planner
Dec 16, 2021

“Opportunities to grow but the compensation for your work is not growing at the same pace.”

Active InternationalActive International
Media Planner
Jun 9, 2021

“Promotions are rare and pay is not great”

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

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

Silverlight DigitalSilverlight Digital
Senior Media Planner
Aug 16, 2023

“Everyone is really smart and fun to work with.”

Havas MediaHavas Media
Senior Media Planner
Oct 29, 2021

“nice place to work and eviroment”

Assistant Media Planner
Dec 8, 2021

“If you don't get overtime the wage is barely liveable.”

Health Education EnglandHealth Education England
Media Planner
Mar 8, 2023

“There are some really great and honest people who really do carry this organisation.”

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Media Planner Interviews

Frequently asked questions about the roles and responsibilities of a Media Planner

The most similar professions to Media Planner are:
  • Market Researcher
  • Digital Marketing Manager
  • Market Analyst
  • Marketing Manager

Related Careers

Market Researcher
No skills overlap
Digital Marketing Manager
No skills overlap
Market Analyst
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Marketing Manager
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Media Planner Jobs