Since most of the client's ad budget is spent on media time and/or space, it is important that the media department:

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The media department's responsibility is to develop a strategic plan that communicates to the right audience in a cost-efficient manner. This involves selecting the most effective media channels that will reach the target audience and monitoring the performance of each channel to ensure that the budget is being spent wisely. While coordinating with the creative department is important, it is not the primary responsibility of the media department. Focusing on purchasing commercial time on the most popular shows may not be the right choice if the target audience is not watching those shows, and utilizing the least expensive media vehicles may not be the most effective way to reach the target audience.

Since Most of the Client's Ad Budget Is Spent on Media