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Fulcher Media's Research Capabilities
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At Fulcher Media, we couldn't agree more. As a result, we continue to invest in our
in-house research to help our clients acheive their goals more effectively and efficiently.
Fulcher Media has access to hundreds of research databases. A sampling of research
that we access:
Arbitron
Provides radio ratings data. We always buy to clearly defined rating point goals.
Nielsen
Provides television ratings data. We always buy to clearly defined rating point goals.
STRATA
Strata is an integrated pre-buying, buying, and post-analysis system for broadcast.
It quickly provides information to media buyers to help them project, develop, place and
post their buys.
Media Market Guide
Provides planning cost per points for television and radio on a quarterly basis in all
national markets. This source is a good guideline for local market cost comparison.
Scarborough
Provides MRI-type data on a single market basis in 70 measured markets.
Mediamark Research, Inc. (MRI)
Single source continuing survey that provides the advertising industry with detailed demographic and marketing segments of media audiences. Reports are issued each Spring and Fall.
MRI measures media usage. Over 150 magazines are measured; radio format and network preferences are identified; and television day part and individual program viewing is quantified. As a result, individual media vehicles that our target reads or views can be selected.
Through special runs, MRI can be cross-tabbed with PRIZM to quantify the presence of PRIZM lifestyle groups in any market(s) we choose. This information can be plotted on a map of the market to show the actual neighborhoods where the PRIZM groups live. This is useful for local media selection and creating direct mail lists.
Media Research including:
- Post-buy analysis - Post-buys are an important part of the media buying process. This is a measure of our performance that we always report to our clients. It also acts as another important negotiating tool since any station that performs poorly is expected to provide make good weight on future schedules. Appropriate range variation is 90% to 110%.
- Competitive spending analysis – Snap shot overviews of client spending levels versus the competition within the marketplace. This analysis helps identify share of voice among the competition. It is a tool that is best used to trend expenditure levels and help determine the budgets required to be heard above the competition.
Our clients are always consulted for input on suppliers for whom they may have a preference. Clients are always presented with a proposal of services and costs that must be signed before the assignment begins.
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Current Clients
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Regent University - Online Undergraduate Program
Artillery Marketing Communications
Rutter Mills LLP
Hampton Roads Convention Center
State Corporation Commission - "Miss Utility"
The Ludlow Group
Virginia Opera Association
Bank of the Commonwealth
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Past Clients/Experience
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Spirit Cruises
Old Dominion Athletics
Central Fidelity Bank
Checkered Flag Motor Car Company
Kramer Tire Company
Sentara Health Systems
Virginia Beach Tourism
Virginia School of Technology
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