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YB WEB DESK. Dated: 9/27/2021 1:37:57 PM

MEDIA ANALYST

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. There are few media analysis companies within the United Kingdom, making it a tiny, specialist area of employment. 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,