Advertisers are beginning to get it! Spending money on programs in their media plan that don&#8217;t offer an audience of people who will buy their advertised products &#8211; is a waste. And yes, there are freeloaders in the audience who will gladly be entertained by the program but who will never buy the products being advertised &#8211; all they give is a higher rating to the program &#8211; they don&#8217;t give the advertised products more sales. Only TRA&#8217;s Media TRAnalytics&#174; allows advertisers to eliminate the freeloaders in their media plans by helping advertisers find The Right Audience&#174;. For example, the popular TV program Hoarders indexed with the highest Purchaser Rating Points&#8482; (PRP&#8482;) for Pet Care-Cats, Energy Drinks, Hair Coloring, Cough Drops and Light Beers, which means that advertisers of brands within these categories would be well on their way to maximizing television ROI if they were advertising on them. Advertisers, if you are wasting a fortune on programs that deliver high demographic ratings but for which you don&#8217;t know what products are being bought, you are destined to keep on providing sub-par results. If, however, you&#8217;d like to make a change and watch your ROI grow by leaps and bounds, please contact TRA, firstname.lastname@example.org.