What We Do
Television & Radio Buying
While we put an emphasis on cross channel planning, we also know the importance of experience and expertise in each media vertical. Linear television and radio placement offers advertisers the scale and reach necessary for a successful campaign. These important mediums cannot be overlooked, and a skilled team is necessary to deliver an effective strategy with efficiencies on top of mind. Fusion is home to an experienced in-house, full-service linear research, planning, and placement operation specializing in targeting across mass media, and in conjunction with digital placement. Our team of planners and buyers develop and implement data-driven plans focused on cost-effectively reaching target audiences. The result is a singular media effort designed around proven strategies to maximize the exposure of our clients’ award-winning advertising.
Our linear media buying services include:
Geographic planning and research
The planning process starts with in-depth research and a full analysis of the geography of each race, including costs and efficiencies of each market and medium. We provide a deep understanding of where our clients need to be right down to the county, town and zip code level. Our expertise extends down to the non-metro radio station or soft cable system needed for full exposure.
Audience identification, analysis and targeting
We work directly with pollsters, strategists and micro-targeting specialists to identify each target audience, including their traits, behaviors and media habits. We go beyond basic demographics and analyze targets on a political level, as well as using a variety of tools from Nielsen and Scarborough to set-top box data based on custom audience matching. Our collaborative approach helps turn mass media campaigns into highly targeted vehicles for success.
Message progression and media weight
Based on geography and target, we begin with a planning process to maximize the number of messages within a working budget and timeframe. Using a mix of media, from broadcast to digital to cable, we focus on achieving effective weight for each message in the most efficient way possible – making the most of precious ad dollars.
Station negotiation and placement
Finally, our buying team is in constant contact with stations across the country with a pulse on what’s happening in each market, including inventory flow. We use that information to purchase media at the lowest rate level to clear for candidates and negotiate the best possible non-candidate rates, all while ensuring placement as ordered.