The average media planner/buyer recommends or helps purchase nearly $20 million in advertising
The 21st century media buyer or planner is most often responsible for multiple media types and has substantial buying power, according to data from the SRDS.com user base.We found that the average respondent recommended or helped purchase $19.4 million in advertising in the past 12 months. Additionally, over half of respondents (53%) recommended or helped purchase over $7 million in advertising.
But those budgets aren’t just for one client or brand. Even though planners and buyers are required to be knowledgeable about several forms of emerging and traditional media, they’re also managing multiple client and brand accounts. On average, respondents work on 4 clients with over half of respondents (54%) working on 3 or more. Similarly, respondents work on 5 brands, on average, with over half (58%) working on 4 or more. Our respondent base skewed toward business-to-consumer campaigns: four in five of the campaigns worked on were b-to-c and 20% were business-to-business.
In short, we found that today’s media planners are responsible for several media, several clients and brands as well as millions in advertising dollars. A juggling act, indeed.
Over the next few months, we'll be sharing insights from the study to help media brands better understand today's planners. Click here to sign up to receive occasional emails with these insights right to your inbox.
More Information about the Study: In Q4 2013, Kantar Media SRDS and James G. Elliott joined forced to understand the media planning and buying information needs of media planners and buyers at agencies. The objectives were to understand the habits of media planners and buyers, to learn about the types of clients and plans that media planners and buyers are working with, to determine the types of resources used for planning and buying and to understand what factors have an impact on media selection. The 200+ respondents were very qualified: they currently have media planning or buying responsibilities and had researched, recommended, planned or bought business-to-business, consumer magazine or digital media in the past 12 months. Click here for more information on the methodology.