Last Updated: November 3, 2020

Successful advertising campaigns must be targeted purposefully at a group or demographic in order for a company to see any sales impact on their product or service. Whether in print, radio, television, or on the Web, companies need an individual who has conducted media research and understands the best ways of reaching those consumers.

Companies hire media buyers to facilitate the research and business aspects of advertising runs. Working with media planners, these negotiators help businesses smoothly transition through their advertising campaigns.

What do they do?

Location and Opportunity

According to, several locations across the country are actively seeking candidates for media buyer positions. Some of these areas include:

  • New York, NY
  • San Francisco, CA
  • Los Angeles, VA
  • Chicago, IL
  • San Jose, CA

Media buyers are in charge of researching what forms of media are most effective in reaching their target markets, and then purchasing media space or time to use for marketing purposes.

Advertising on television is expensive, yet far-reaching. Companies need to know that when they buy advertising space on a television network, that that network’s audience will be interested in their products, brands, or services. Media buyers research ratings, demographics, and pricing rates to decide which networks or methods of advertising would be most effective.

Media buyers communicate with media representatives on behalf of a company’s advertising department. In order to ensure they establish an effective business partnership, they work with a variety of other marketing professionals, including:


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Media buyers have experience in both advertising and media outreach, becoming experts in media research strategies like Nielsen research tools. They have to gain a strong understanding of mathematics in order to crunch through ratings numbers, and work out pricing deals on advertising space.

Most media buyers earn at least bachelor’s degrees in marketing or communications before entering the field.

Become a Media Buyer

Most marketing buyers earn up an average of $56,000 per year, but the position affords career growth opportunities that could lead to higher value roles in a company.

If you’re interested in learning more about how media buyers help drive advertising efforts at a company, contact schools offering bachelor’s degrees in marketing.