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Sales & marketing

Advertising media planner

Advertising media planners decide which media is best to advertise their client's products or services.

Annual Salary

£18,000 to £50,000

Average UK salary in 2022 was £33,200
(source Office for National Statistics)

Working hours

37 to 39 a week

You could work: evenings; occasionally

Future employment

There will be 2.9% more Advertising media planner jobs in 2027.

Day to day tasks

In this role you could:

  • research and analyse data to find out how people use different media
  • create a media plan of how, when and where to advertise
  • work out costs with a media buyer
  • present plans and costs to clients and book advertising space
  • monitor the effectiveness of campaigns
  • work closely with creative teams, researchers and other media organisations

Working environment

You could work in an office or at a client's business.

You can get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role
  • specialist courses run by professional bodies

To become an advertising media planner, you'll usually need a foundation degree, higher national diploma or degree in a subject like:

  • advertising and marketing
  • statistics or operational research
  • communication and media studies
  • business or management
  • psychology

You can apply for graduate roles in advertising agencies like junior media planner if you have a degree.

Some employers combine the roles of media planner and media buyer which means you could get a wide range of experience before specialising in planning.

Entry requirements

You'll usually need:

  • 1 or 2 A levels, or equivalent, for a foundation degree or higher national diploma
  • 2 to 3 A levels, or equivalent, for a degree
For more information

You could start on an advertising and media executive advanced apprenticeship.

If you also get some advertising experience, you can apply for jobs as a media planner.

This usually takes 18 months to complete and is a mix of learning in the workplace and study.

For more information

You might be able to start in a junior position at a small advertising agency in a position like admin assistant.

You can then work your way up as your experience in advertising grows.

Volunteering and work experience

Experience will help you understand advertising and allow you to meet new people who may help you find paid work.

You could try:

  • work experience
  • internships
  • temporary employment

You could contact agencies directly to ask about volunteering opportunities. You could also make contacts on social networking sites like Twitter or LinkedIn.

Other routes

You could take the advertising Foundation Certificate to get some of the skills you need to get a paid job in advertising.

The course is offered by the Institute of Practitioners in Advertising and is open to anyone with less than one year of experience in an advertising, marketing or communications role.

More information

Career tips

It might be useful to get some work experience in a media, marketing, communication or sales role.

Professional and industry bodies

You could join the Institute of Practitioners in Advertising (IPA) to find training opportunities for professional development and to make industry contacts.

Further information

You can find out more about how to become an advertising media planner from the IPA.

You can also find out about working in a creative career from Discover Creative Careers.

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With experience you could:get a job as an advertising account manager; become a senior advertising planner or strategic manager; work as a freelance media planner

Professional and industry bodies: You could join the Institute of Practitioners in Advertising, for professional development, training opportunities and to make industry contacts.

You can find out more about becoming an advertising media planner from the Institute of Practitioners in Advertising.

Skills required and how your skills match up

What skills are required?

You'll need:

  • knowledge of media production and communication
  • the ability to use your initiative
  • to be thorough and pay attention to detail
  • to be flexible and open to change
  • customer service skills
  • the ability to come up with new ways of doing things
  • the ability to sell products and services
  • excellent verbal communication skills
  • patience and the ability to remain calm in stressful situations
  • to be able to use a computer and the main software packages competently
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