NSIM

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Media analysts carry out general quantitative and qualitative research to produce media evaluation reports. These are then used to improve the effectiveness of marketing campaigns.

Media analysts make extensive use of audience research figures produced by organisations such as DART for Advertisers (for online 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 and broadcast coverage and assessing whether stories are favourable or detrimental to clients

• analysing campaign performance and 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 and client account staff

• making presentations

• writing reports

• attending information sessions

• networking with media owners

• ensuring set deadlines are met

Qualifications and training required 

There are routes into media analysis for both university graduates and school leavers.

Any degree subject is acceptable, although journalism, psychology, business studies, communications, media studies, marketing or management may be particularly helpful. Higher National Diplomas (HNDs) are also acceptable.

Paid or voluntary work experience gained with a media evaluation company or within marketing/PR can be advantageous.

Key skills for media analysts

• Attention to detail

• Inquisitiveness

• Ability to cope with pressure

• Effective organisational abilities

• Team working skills

• Interpersonal and communication skills

• Strong research skills

• Analytical skills

• Numerical skills

• IT skills

• Time management skills

Typical employers of media analysts

• Press cutting agencies

• Media analysis firms

• Media owners

• Television channels

• Radio stations

• Magazines

• Newspapers