Local Broadcast Buyer





Local Broadcast Buying is a division of the Engagement Team at The Martin Agency that negotiates Audio and Video airtime in specific local markets on behalf of the agency’s clients.  Negotiating, buying and maintenance of broadcast schedules requires strong negotiating skills and a focus with detail and stewardship. 

A great Local Broadcast Buyer takes ownership of his/her buys.  He/she exhibits smart thinking that reflects client objectives and knowledge of the local marketplace.  He/she has a sense of budget management and attention to executional detail.

Day-to-Day Skills & Responsibilities include

  • Fair but firm negotiator - buys & makes goods
  • Knowledge and use of available research materials including; Nielsen, SQAD, County by County information
  • Ability to accurately trend and project ratings
  • Track inventory & buy performance in assigned markets for all accounts
  • Immediately & effectively address any station issues (missed units, not running underdelivery, etc) with sales rep and/or station management
  • Stay current on all programming performance
  • Evaluate sponsorship opportunities available in assigned markets, and alert supervisor of viable opportunities
  • Negotiate added value in all markets
  • Execute post analysis for all appropriate markets, ability to explain performance
  • Responsible for timely underdelivery recovery
  • Makegood & Discrepancy approval, resolution & system management
  • Strong ability to multi-task
  • Capable of meeting assigned due dates
  • Pitch in on special projects on an as needed basis

Technical Skills

  • MediaOcean
  • Who’s Watching TV
  • Nielsen e-books & websites
  • Word, Excel, PowerPoint, Keynote

Internal/External Communication Skills Required

  • Relationships
    • Earn the respect of sales reps & managers
    • Builds strong partnership with all levels of buying group, as well as planning teams & accounting
  • Strategic Thinking
    • Has general knowledge of media objectives & strategies
    • Has general knowledge of marketplace
    • Ability to problem solve & anticipate next steps
    • Able to clearly articulate ideas and explain buys
  • Overall Attitude
    • Demonstrates a passion for excellence in everything he/she does
    • Takes initiative
    • Acknowledges that every person’s contribution is as important as the next
    • Respect for all others, internally & externally
    • Proactive & positive regarding growth & evolution of department
    • Leads by example
    • Creates and promotes loyalty to the agency and the agency culture