Many people are familiar with the term &#8220;swing voters&#8221; &#8211; those voters who are undecided about which candidate to vote for, and at whom political advertising messages are often directed in the hopes of securing their vote. Swing voters aren&#8217;t confined to politics; consumers vote with their wallets and pocketbooks every day, and savvy advertisers regularly try to woo those consumers who are undecided about whether to spend their dollars on Brand A, B or C in any given category.Enter TRA, creators of the concept of &#8220;Heavy Swing Purchaser&#8221; (HSP) and providers of the data to help advertisers reach these valuable targets. HSPs are households that are in the top spending quartile for a product category, but that spend less than 25% of their dollars on a specific brand. TRA analyses have proven across many categories and brands that HSPs are more likely to be influenced by advertising, since they aren&#8217;t loyal to any one brand &#8211; making them the brand&#8217;s unique ROI producing audience on television.Dr. Pepper has an opportunity to reach more of its Heavy Swing Purchasers by considering a change in its investment on ABC Family network &#8211; thereby increasing the return on this investment. ABC Family delivered 8% of Dr. Pepper&#8217;s Heavy Swing Purchasers in 2010, but received less than 1% of Dr. Pepper&#8217;s advertising dollars. A budget reallocation might be just what the doctor ordered!For more information, please visit us at www.traglobal.com/blog or send an email to firstname.lastname@example.org.