Think flu and cold season is over? Think again. According to national reports the season is alive and well in all the states across the country. With that in mind, advertisers of flu and cold products, particularly cough drops and cough syrups should know which programs are best suited for their products – which programs are watched by purchasers of cough drops and cough syrups. Advertisers of those two products, often the same, should know that buying advertising on one program may not be suitable for the other even though they share the same solution to the same problem...the common cold/flu. This is clearly demonstrated with TRA’s Media TRAnalytics®, as indicated below, while History Channel’s American Pickers indexed high for cough syrup, the same cannot be said for cough drops. What does this mean for advertisers? Knowing The Right Audience™ for your individual products will lead to increased ROI and elimination of wasteful spending.