Media Experience / Media Buy Management

We use Scarborough Market Research to determine and analyze the current market situation.

Media buys are based in part on the data that is delivered by Scarborough. Surveys are done twice annually and are updated in the Spring and Fall of each year.

Scarborough gives us a snapshot of the current state of each industry in the market, including age, sex, education, employment status, language spoken, ethnic origin, home ownership, products used and leisure activities in addition to media usage information.

In addition, we spend as much time as possible learning the unique properties of media usage in each market. Geographic, weather, lifestyle considerations are all factored in when determining how to proceed with a media mix.

Media buying is facilitated with Strata Media Buying software, which utilizes Nielsen ratings data for television and Arbitron data for radio. All media buys are negotiated based on the cost per rating points that are determined by usage of this data. All media outlets are held to the same standards and must meet the cost criteria that are dictated by daypart by the data that is delivered by Strata.

We believe that strong relationships with all media outlets in each market in which we work delivers a great advantage for our clients. We strive to work on an equal footing with each media outlet and each individual sales representative and management team.

We use a feature of Strata called Post it to evaluate each media buy after the schedule has run. All affidavits are entered into the system and compared to the original orders. We require the radio and television stations to make up any shortfalls as soon as possible within in each flight to ensure that all clients will receive full media value on their buys.