Gone are the days of swearing by only Nielsen quantitative demographic ratings. Today we are able to utilize hordes of additional qualitative data for media targeting. We can even create custom ratings for your exact client/voter list by matching it with second-by-second set-top box TV/cable viewing data, along with other data resources to obtain an audience targeting metric that is specific to your campaign and your exact target audience. This high quality data gives any campaign a serious leg up in placing the most efficient and effective media buy possible.