Local Broadcast Media Buyer

Despite digital dominance, local broadcast advertising remains effective for certain businesses - auto dealers, furniture stores, restaurants, and service businesses reaching mass local audiences.

Local media buyers maintain relationships with radio and TV stations, negotiate rates below published rate cards, plan optimal dayparts and programs, and manage spot production and scheduling.

You help clients who find broadcast intimidating or lack negotiating leverage, securing better rates and more effective placements than they could independently.

Services include media planning for target demographics, rate negotiation, commercial production coordination, proof of performance verification, and campaign optimization.

Buyers typically charge 10-15% commission on media spend or monthly fees of $1,000-$5,000 depending on campaign size.

Target clients include car dealerships, personal injury attorneys, furniture and appliance stores, political campaigns, and local service businesses with strong unit economics.

Initial costs are minimal - primarily business development and building station relationships.

Success requires understanding local market ratings, demographic targeting, creative format requirements, and negotiation skills.

Many buyers specialize in specific markets or client types - political advertising during election seasons, automotive buying, or retail campaigns.

The work involves relationship management with station account executives, monitoring competitor advertising, and staying current on audience ratings and consumption patterns.

Start by partnering with stations as an agency or offering media buying to clients you already serve in other capacities.