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The search for voters and the search for PPM households…
Successful politicians have known for some time that not all people vote. They also realize that they don’t want to win over everyone—just the people who vote.  Success in Arbitron is much like success in politics—we only need to win PPM households, not every listener.
Similarly, political consultants tell their clients, don’t waste money to be remembered in the voting booth if the person hearing your message isn’t going to cast a ballot. This concept applies to radio marketing as well.
Focus on PPM.
ITM knows there are other companies that offer marketing services. However, we believe our multi-tier campaigns with thousands of proven successes are unparalleled in the industry. Our attention to detail, the timing of our campaign phases, and multiple contacts will give your station the best opportunity to reach its ratings objective.