On CNN’s “Piers Morgan Tonight,” guests run the gamut. Luminaries such as Oprah Winfrey, politicians such as Tony Blair, businessmen such as Jack Welch and celebrities such as Charlie Sheen have drawn audiences interested in the timely content and banter that is served up by host Piers Morgan and his guests. While the guests may change nightly, what is relatively uniform is the appearance of luxury auto brands that top the list of this show’s Purchaser Rating Points™, based on TRA’s Automotive StoryFinder™ report and its unique metric, Purchaser Rating Points™ (PRPs™) provides timely information and customized insights that more and more marketers are using to construct powerful TV advertising plans. As illustrated below, the Mercedes owners’ Piers Morgan Tonight rating is 78% higher than the program’s overall rating; for BMW owners, it is 72% higher and for Lexus owners, 62%.

Facts like these can help networks target their best advertisers, and can help advertisers target their best customers and improve ROI. Interested in improving your ROI? Take advantage of the relevant insights that are available with TRA’s Media TRAnalytics®.

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