Media, PA -- (SBWire) -- 05/20/2016 --Where do ratings come from?

That question is the title of an article just published by Mark Lipsky on his radio advertising firm's website. His company, The Radio Agency, specializes in helping businesses form effective radio advertising campaigns. According to Lipsky, a device called the Portable People Meter (PPM) is what determines a radio station's ratings. The pager-like mechanisms pick up hidden tones in stations' audio streams, and keep track of every one of those signals that they hear.

To put it simply, when it comes time to conduct ratings for a given market, a group of "panelists" is outfitted with PPMs, which they are to wear for 28 days. Every time one of those devices comes in close contact with a radio wave, it will detect a hidden signal that tells it with whom it is interacting. From there, the station ratings in that market are established.

Radio is no different than any other media form when it comes to the fact that there is a lot of cash at stake for advertisers. In order for those advertisers to get the most bang for their buck, it is imperative that commercials make their way into the ears of the right listeners. Ratings tell advertisers who and how many are listening, so that advertisers and agencies can pay the right price for air time on the right stations.

In the article, Lipsky warned readers that the PPM system is not entirely accurate, but nevertheless, is a great improvement from the old method—where panelists would write down the stations they listened to during the course of a week. All in all, the PPM method is an advertiser's best bet for successful radio marketing today.

To read Lipsky's write-up in full, or to inquire about his firm's services, please visit The Radio Agency's website. Potential clients may also get in touch by dialing 800-969-2636.

About The Radio Agency
The Radio Agency is a specialized advertising agency helping businesses of all sizes increase their presence on AM, FM, Satellite and Internet radio outlets. They have extensive connections with radio stations, networks and "Sound Advertising" platforms throughout the radio industry.

The Radio Agency helps clients realize and build true success through their creative endeavors, including services in direct response media, branding and brand development. They also have an extensive blog library with tips and tricks for developing proven radio advertising strategies. Reach them by phone today nationwide at 800-969-2636 or by e-mail at contact@theradioagency.com.

For more information, please visit http://www.radiodirect.com