Last Updated: November 3, 2020

At any given time of the day, journalists, commentators, or other media representatives discuss new services or products making waves in the marketplace. Good or bad, publicity is publicity, and businesses want to know who is saying what about their product.

Media analysts track media coverage of products or service, reporting to media buyers and corporate executives about the buzz surrounding a company. They key in on useful details about coverage, while also providing media research about when and where to advertise.

What do they do?

Location and Opportunity

According to, prospective media analysts looking for career opportunities have several locations to choose from. Some of these locations include:

  • New York, NY
  • San Francisco, CA
  • Washington, DC
  • Chicago, IL
  • Atlanta, GA

Usually working in conjunction with media buyers and coordinators, media analysts examine how often the media mentions a product or service, and also whether or not that coverage was positive.

They may work in public relations roles as well, communicating with reporters and journalists about certain products in the news. This gives the company the chance to respond to any concerns, or even tout the merits of their product.

Media analysts must be highly analytical, filtering and categorizing information that is most critical for media outreach success. Some other professionals they work with include:


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Media analysts must be detail-oriented professionals, able to sift through countless media reports and data points to help inform the decisions of media buyers and coordinators. They typically gain several years of experience in research or analysis before specializing in their areas.

Most media analysts earn bachelor’s degrees in marketing before entering the field. Overall, companies look for individuals who are very news savvy, and stay up to date on advertising trends.

Become a Media Analyst

Companies value the data media analysts provide, and reward them for their hard work. The average salary for a media analyst in the United States is $60,000, with room for career growth.

If you’re interested in learning more about a career analyzing media results and coverage, contact schools offering degrees in marketing.