Content analysis is a readily-understood, inexpensive research method. It is unobtrusive, and it doesn't require contact with people.
One can learn much about a media production's policies, target audience, politics, and financial support. Content analysis becomes a more powerful tool when combined with other research methods such as interviews, observation, and use of archival records. It is very useful for analyzing historical material, especially for documenting trends over time.
Establishing reliability is easy and straightforward. Of all the research methods, content analysis scores highest with regard to ease of replication. Usually the materials can be made available for others to use.