What are the advantages of using reporter assay to study a transcription factor?

Reporter assays are a powerful tool for studying transcription factor activity by measuring promoter activity in living cells. 

The main advantage of using reporter assays to study transcription factors is that they enable researchers to quantify the activity of protein produced by target gene expression. This can be more relevant than analyzing target gene mRNA levels.

Another advantage is that reporter assays can be used to study the expression patterns produced by a gene or genes of interest without necessarily focusing on the role of specific transcription factors.