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Advertising media buyer

Also called TV buyer, radio buyer, space buyer

Advertising media buyers purchase, on behalf of their clients, advertising space in the print, broadcast and online media. They analyse the effectiveness and appropriateness of the different channels depending on the good or service, providing advice for the decision-making. They try to negotiate the best price, without compromising the quality of the advertisements. They support the development and implementation of marketing and advertising plans through the most suited media outlet.

Will there be jobs?Yes, good prospects57 jobs to fill by 2035 for every 100 people doing this work today.Business and administration professionalsWhat does it pay?Above averageFrom about €2,000 (Bulgaria) to €7,100 (Luxembourg) a month, depending on the country.Estimate · Business and administration professionalsWhat do I need to study?Usually a degree8 in 10 have a degree.Business and administration professionalsWill AI change it?SignificantlyLevel 5 of 6. AI could take on part of most tasks, but none fully.Advertising and marketing professionals · ILO

What you'd do

Advertising and marketing professionals · ILO
  • Planning, developing and organizing advertising policies and campaigns to support sales objectives
  • Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services
  • Writing advertising copy and media scripts, and arranging television and film production and media placement
  • Collecting and analysing data regarding consumer patterns and preferences
  • Interpreting and predicting current and future consumer trends
  • Researching potential demand and market characteristics for new goods and services
  • Supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes
  • Commissioning and undertaking market research to identify market opportunities for new and existing goods and services
  • Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels
Meet expectations of target audienceBuy advertising spacePresent arguments persuasivelyStudy sales levels of productsDevelop professional network+ 4 more essential skills
What the work is like
  • Indoors
  • Sitting most of the day
  • Lots of contact with people
  • Good freedom to decide
  • Often more than 40 hours a week
  • Deadlines most weeks
  • Some repetitive tasks
US data: based on the O*NET profile of the related, broader US job "Advertising and Promotions Managers"

Will there be jobs?

Yes, good prospects

Many jobs will need filling by 2035.

People working as business and administration professionals in the EU
6.65m9.73m13.35m 201520232035

Solid: measured. Dashed: forecast.

Jobs to fill, 2026–2035
2,909,000 new jobs 3,080,000 replacing leavers
Jobs to fill per 100 people working now
Business and administration professionals57
All jobs29
Right now
3 of 27 countries report a shortage of advertising and marketing professionals, 11 a surplus.
Advertising and marketing professionals · EURES

What does it pay?

Above average

Pay depends a lot on the country: from about €2,000 a month (Bulgaria) to €7,100 (Luxembourg), before tax.

Pick a country at the top of the page to see typical pay there, for people under 30, and compared with all jobs.

Among professionals in the EU, women earn 21% less per hour than men. Professionals · Eurostat

What do I need to study?

Usually a degree

A degree in audio-visual techniques and media production is the usual route.

Highest qualification of business and administration professionals (EU, 2025)
Degree 81%Vocational 11%General secondary 6%Basic schooling 2%
Fields that teach it
Audio-visual techniques and media production · Marketing and advertising
Vocational route, EU
3 in 10 trainees in this field
Arts and humanities graduates in a matching job
52% in the EU

1,154 institutions in the EU offer arts and humanities bachelor's degrees. Pick a country at the top of the page to see where to study and the official course finders.

Will AI change it?

Significantly

AI could take on part of most tasks, but none fully.

How exposed is this job? ILO scale
Very low
Low
Some tasks
Moderate
Significant
High

Average task score 0.55 on a scale from 0 (AI can't do it) to 1 (AI could do it fully).

See the score for each of the 9 tasks
Writing advertising copy and media scripts, and arranging television and film production and media placement0.67
Collecting and analysing data regarding consumer patterns and preferences0.65
Researching potential demand and market characteristics for new goods and services0.61
Commissioning and undertaking market research to identify market opportunities for new and existing goods and services0.60
Interpreting and predicting current and future consumer trends0.58
Planning, developing and organizing advertising policies and campaigns to support sales objectives0.51
Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services0.47
Supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes0.47
Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels0.44

Based on what AI could technically do when assessed in 2025. It is not a forecast for a future year, and not a forecast of job losses. Scores for advertising and marketing professionals. Source: ILO (2025), adapted (credits).