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Media Analyst Career Guide

What Is a Media Analyst and How to Become One

Businesses spend billions of dollars a year advertising their products and services. They may get the word out using billboards, social media ads, commercials, or any combination of advertising and marketing tactics. A business’s digital media strategies are only as effective as its ability to measure the results of those strategies. That’s where a media analyst comes in. In these efforts to garner buzz for their products and services, businesses must measure the performance of these efforts to know how to adjust spending. The person responsible for measuring, analyzing, understanding, and communicating these results is the media analyst. 

A media analyst, also known as a digital media analyst or paid media analyst, is a person analyzing the success of media coverage and the impact of brand advertisements. These marketing professionals work with a variety of stakeholders such as media buyers, coordinators, and news networks. In order to start your a career as a media analyst, you’ll need to pursue a bachelor's degree in marketing

What Is a Media Analyst?

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A media analyst measures the effectiveness of a company’s marketing campaigns through data research and evaluation reports. In these efforts, media analysts help companies maximize their brand and make smart marketing investments. This marketing professional finds success in their role by using statistical models and data analysis to draw conclusions. The main requirements of this role are to write recommendations based on findings, use subjective and objective judgment to determine marketing reach, maximize the organization’s exposure, and determine public perception of the brand as positive or negative. Media analysts are particularly important when a company’s brand is perceived negatively because they can use their expertise to inform marketing actions that can yield a more positive view among key audiences. In situations like this, media analysts are experts at suggesting corrective measures and preventing the organization from developing or perpetuating a bad reputation.

Media analysts most commonly work in media organizations where they act as research and information experts for external clients and other media organization staff. Some of their common places of work include: 

  • Media analysis firms
  • Media owners
  • Magazines
  • Newspapers
  • Press cutting agencies
  • Radio stations
  • Television channels

What Does a Media Analyst Do?

The weight of responsibility on the shoulders of media analysts is heavy. They are responsible for measuring the success of a company’s marketing efforts and helping the optimization of brand presence. Some of the main duties of a media analyst include:

  • Choosing which research methods to use for a particular query.
  • Designing and communicating research methods such as focus groups or questionnaires.
  • Using numerical analysis and information technology to maximize raw information research and properly analyze findings. 
  • Entering press coverage data into a database that is personalized for each client.
  • Performing final checks on coverage before processing.
  • Attending in-house and external information sessions.
  • Providing general support and information to the coding team and others working on the specific client’s account. 

How Do I Become a Media Analyst?

Media analyst jobs require professionals to have a bachelor’s degree, although even more advanced education will earn you more competitive roles and a higher salary. Find details on what you need to do to start your career as a media analyst below.

  • Earn a bachelor’s degree in marketing.
  • Apply for media analyst or other marketing internships to get relevant experience to apply for entry-level roles (this step can begin while you earn your bachelor’s degree or following graduation). 

If you’re interested in pursuing an advanced role...

  • Earn an MBA degree or master’s degree in marketing.
  • Have at least two years of experience working as a media analyst at a marketing agency, media company, or related organization.
  • Possess advanced knowledge of media analytics and social media networking.

Best Degrees for a Media Analyst

Marketing – B.S. Business Administration

For those who want to lead brands and steer consumer markets:...

For those who want to lead brands and steer...

For those who want to lead brands and steer consumer markets:

  • Time: 67% of graduates finish within 36 months.
  • Tuition: $3,575 per 6-month term.

Some careers and jobs this business degree will prepare you for:

  • Marketing and PR manager
  • Director of marketing and communications
  • Director of publications
  • Customer intelligence manager
  • Marketing sales manager

Marketing is a creative and exciting field—and one where an undergraduate degree will open better opportunities.

Marketing – M.S.

Two online marketing master's degree options with a focus on...

Two online marketing master's degree options with...

Two online marketing master's degree options with a focus on either digital marketing or marketing analytics.

  • Time: 70% of grads finish master's programs within 24 months.
  • Tuition: $4,530 per 6-month term.
  • Courses: 11 total courses in this program
  • Specializatin: Students choose from two specializations to focus their marketing studies on digital marketing or marketing analytics.

Sample careers and jobs this business degree will prepare you for:

  • Marketing manager
  • Marketing analyst
  • Marketing director
  • SEO manager
  • SEM manager
  • Email manager

A marketing master's degree will help you prepare for a wide range of exciting marketing careers.

Master of Business Administration

The flexible MBA program you need, focused on business...

The flexible MBA program you need, focused on...

The flexible MBA program you need, focused on business management, strategy, and leading teams:

  • Time: Graduates can finish in 12 months.
  • Tuition: $4,530 per 6-month term.

Sample careers and jobs this business degree will prepare you for:

  • President and CEO
  • Vice president
  • Executive director
  • Chief strategic officer

Our competency-based model gives you an innovative learning experience you won't find anywhere else—and our MBA grads tell us they loved accelerating their program to see a faster ROI.


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What Skills Does a Media Analyst Need?

In order to comprehensively follow press coverage of a company's product and successfully conduct market research, media analysts need a robust set of skills. Some of these include:

  • Attention to detail: Since a major part of the role is working with media analytics, attention to detail is necessary to identify important trends.
  • Inquisitiveness: Raw data on its own may not bear obvious meaning. It’s the job of the media analyst to dig through the data to create understanding and draw conclusions.
  • Effective organizational abilities: Media analysts juggle many daily tasks and work with a wide variety of coworkers. They must, therefore, stay organized in order to do their job well and meet deadlines.
  • Teamwork skills: Media analysts work with a variety of stakeholders at a company to effectively communicate and strategize marketing campaigns, so the ability to work as part of a team is essential.
  • Interpersonal and communication skills: Effective communication skills are important to being a successful media analyst because sometimes, when brand perception is negative, media analysts must deliver unwelcome news.
  • Research skills: Media analysts need to get deep into the weeds of their work to find trends and recommend marketing strategies, which require strong research skills.
  • Analytical skills: Analysis is the bulk of a media analyst’s job. They must understand how to interpret metrics into conclusions to make an impact within their organization.
  • Numerical skills: Media analysts work with numbers all day long, so they must have a handle on statistics to interpret data into useful findings.
  • Time management skills: The marketing world is in constant flux, so working quickly and managing time effectively is a useful skill for ambitious media analysts.
female investment manager using a calculator

How Much Does a Media Analyst Make?

$57,000

Media analyst salaries range depending on experience and geographical location. According to the U.S. Bureau of Labor Statistics (BLS), the median salary for a media analyst in the United States is $57,000 per year. The top 25% of media analysts earn around $126,000 per year. The lowest 25% of media analysts earn around $48,000 USD per year. 

What Is the Job Outlook for a Media Analyst?

18%

The BLS reports a projected growth for media analysts of 18% by 2029. 

Where Does a Media Analyst Work?

Varies

Media analysts often work for marketing agencies or for companies that have direct ties and requirements for media. Not all marketing organizations need a media analyst, but they are essential in the industries that require them. The top industries with media analyst job openings include business intelligence, finance, sharing economy services, healthcare, and entertainment.

Media Analyst FAQ's

Media analysts are responsible for protecting the overall brand of their organization and suggesting corrective measures when the brand is perceived negatively.

Media analysts’ main duties include designing and choosing research methods and using technology to maximize their findings.

 

 

 

 

In order to start your career as a media analyst, you must earn a bachelor’s degree in marketing and get at least two years of experience working in media organizations.

Interested in Becoming a Media Analyst ?

Learn more about degree programs that can prepare you for this exciting career.

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