Advertising Media Planner

Job Category Advertising Icon

Advertising / Marketing / Branding

Media Planners, are responsible for deciding which media to advertise a client’s products or services through. This may include press advertising, mobile, television, radio or online media to reach the target audience.

Work activities

A media planner will plan and schedule an advertising campaign across a range of varied advertising media.

Working conditions

Working hours are normally 9am to 5pm, Monday to Friday, though you may often need to work past 5pm on some projects or during deadline periods. Whilst you will normally be office based - working on the phone. However, you may need to travel to visit clients or media representatives.

Entry requirements

Employers tend to value personal qualities over qualifications, so being business savvy, quick-thinking and creative are highly beneficial traits. However, it is advantageous to have a BTEC, Higher National Diploma (HND) or degree in advertising, marketing statistics, operational research, communication and media studies, business or management. Many agencies may start applicants in a junior role, such as an administrator, and then promote to media buyer from there. Consequently, it is advisable to find work experience in an advertising agency if possible. Sales skills are also important, so any previous work in sales or marketing will help."

Job income

  • Salaries start between £18,000 and £22,000 annually
  • Moderately experienced media planners can extend this to between £25,000 and £45,000 annually
  • With senior level experience, salaries can be upwards of £60,000
  • Figures are intended as a guideline only

Benefits and prospects

Media Planners have promotion opportunities and may advance to roles such as Account Management, Senior Manager and Senior Media Planner.


  • Meet clients and account executives to understand client needs
  • Research how the target media uses and consumes media, such as magazines, TV and social media
  • Build working relationships with other media organisations
  • Assist media buyers in identifying costs and booking advertising space
  • Assist the creative and research teams in completing their work
  • Presentation of costs and plans to clients
  • Identify the most effective times and locations for the advertisements

Skills and qualities

  • Good written and oral communication skills
  • An analytical approach to research and data
  • Strong presentation and negotiation skills
  • Work well as part of a team and with clients
  • Strong IT skills
  • Work well under pressure
  • A good understanding of the different types of media