This work wants to show the methodology and results about a survey made in 2011 on the real and potential audience of the archaeological site La Banditaccia and the Archaeological Museum of Cerveteri (Rome's area). They were object of a marketing institutional plan inside the big one «Distretto tecnologico per i beni e le attività culturali» of Latium. Primary goal of the survey was come off a guide line to have a new style of archaelogical cultural marketing. Crossing data set collected by different audience assessment (real, potential and latent) with other domestic driver (supply, external impact, general tourism regional trends, etc.), we have obtained many suggestions useful to plan an effectiveness model of archaeological area economic development.