When you have young children in a household, they tend to dominate all the screens in the home. The little screen-hoggers will watch what they want, when they want, and where they want (Silly rabbit, Trix are for kids). Parents are left with little TV time, so they will make the most of the TV time that they have, watching their favorite primetime programs after the kids have gone to bed, some in time-shifted mode. How can advertisers of children&#8217;s cold cereal brands reach parents? Better question: how can they reach the right parents at the right time?TRA&#8217;s purchaser target ratings provide a perspective on which programs are being watched by the buyers of children&#8217;s cold cereals, whether live or time-shifted. Among the top-rated primetime programs in households with children aged 4-12, some programs were good vehicles for reaching children&#8217;s cold cereal buyers, while others weren&#8217;t. For example, ABC&#8217;s Cougar Town and NBC&#8217;s 30 Rock and Fox&#8217;s Glee are good choices for Cinnamon Toast Crunch, Frosted Mini Wheats, or Fruity Pebbles to advertise to parents as they offer both a high rating among households with young children and a high concentration of Children&#8217;s Cold Cereal buyers. By using the TRA purchaser target ratings, advertisers can reach The Right Audience&#8482;, and &#8220;bring out the tiger&#8221; in their media buy, thereby getting it to stay crunchy in milk.For more information, please visit us at www.traglobal.com/blog or send an email to firstname.lastname@example.org.